Data You Can Use. Understanding Data Maturity. Karen Graham. Chorus America Conference Karen Graham

Transcription

1 Data You Can Use Understanding Data Maturity Chorus America Conference 2017 Karen Graham INTRODUCTION Karen Graham IDEALWARE Executive INTRODUCTION 1

2 INTRODUCTION What We ll Cover Today Why Data Matters Culture of Data Stages of Data Maturity Placing Your Organization on the Maturity Spectrum Moving Forward Can be found on the course page! 1 Why Does Data Matter? WHY DATA MATTERS Thriving with Data Thriving organizations make sure their decisions and activities align with their mission. How can you do that without data? 2

3 WHY DATA MATTERS It Doesn t (Usually!) Matter What Term You Use What we re talking about here is any strategy for measuring, monitoring, and reporting on program success. Outcomes Measurement? Program Evaluation? Impact Assessment? WHY DATA MATTERS It Shows You What Your Constituents Will Attend We offered this great community event, but only three people showed up. These are the topics and formats that our members are most likely to attend. WHY DATA MATTERS It Helps You Tailor Programs for Results What if we hosted a community concert? Based on our survey of the community, we know hosting concerts is a valuable way to show hospitality. 3

4 WHY DATA MATTERS It Can Help You Be More Efficient If we put something on every channel, something ought to work right? We know which two social media channels best engage our desired audience. WHY DATA MATTERS And It Can Help You Show Your Success Our chorus is critical to the community and deserves funding. We pulled together singers from every zip code in our community. WHY DATA MATTERS Chorus Impact is Tricky to Measure but it s not impossible. The Audience Intrinsic Impact Project studied effects like Emotional Resonance and Social Bridging. 4

5 2 What Does a Culture of Data Look Like? CULTURE OF DATA Hallmarks of a Data-Driven Culture Collect information. Ask questions. Use data in decisions. Keep data visible. Believe data can make you more effective. CULTURE OF DATA Make the Most of Your Data How can you use data to take your organization in the right direction? 5

6 CULTURE OF DATA What Kinds of Data Could You Be Using? Fundraising Program participation and attendance Outreach and communication Financial CULTURE OF DATA What s Required? Goals Data management tools Data literacy Subject matter knowledge Buy-in CULTURE OF DATA How Are You Incentivizing High-Quality Data? Make it easy, and prove it s useful. 6

7 CULTURE OF DATA Who Is in Charge? Data should be everyone s job but someone should be in charge of making sure the whole process moves smoothly. CULTURE OF DATA How Do You Help People Buy In? You ll likely need to appeal to both the head and the heart. 3 The Six Stages of Data Maturity 7

8 SIX STAGES From Basic to Advanced SW3 Most organizations will move through these stages in order. SIX STAGES Stage 1: Collect Basic Data You re collecting demographic and contact information, but you re not doing much with it. Things might feel disorganized and inefficient. SIX STAGES Stage 2: Collect Data Systematically Your data is in a spreadsheet or database, where you can sort it and create reports. You re more consistent in gathering data and entering it. 8

9 Slide 22 SW3 this needs a new slide? same design? It's not editable Sherry Wright, 5/17/2017

10 SIX STAGES Stage 3: Assess Community Feedback You re curious about what is working and how things are going. You conduct interviews or surveys to find out. SIX STAGES Stage 4: Act on Key Learning You might use feedback to adjust the schedule of events or revise your vision statement. You re starting to use data to inform meaningful changes, growing successes and minimizing weaknesses. SIX STAGES Stage 5: Establish Goals and Capture Trends You re look at data to see the results of changes you made were they successful? You analyze data to see trends and patterns. You set measurable goals. 9

11 SIX STAGES Stage 6: Making Data-Driven Decisions Data is part of your day-today work and every decision process. You re moving from small to large scale, using data to evaluate success on organizational-wide issues. 4 Where Do You Fit on the Maturity Spectrum? KG12 MATURITY SPECTRUM Start Here Stage 1 Do you have a comprehensive list of your member contact information? Yes Are the majority of your members tracked in a database? Yes Yes Stage 2 In your database, can you create lists of members cross-referenced with other data (like event attendance or voluntary giving)? No No No Stage 1 Collect Basic Data Stage 1 Collect Basic Data Stage 2 Collect Data Systematically Do you conduct surveys of your constituents or formally collect feedback in other ways? Yes Stage 3 No Stage 2 Collect Data Systematically 10

12 Slide 30 KG12 If we have our new data maturity report draft ready in time, replace this with the new chart. Karen Graham, 5/10/2017

13 MATURITY SPECTRUM Have you made changes in your programs based on what your surveys, talks, or data have told you? Yes Stage 4 Have you defined in advance what results you d like to see in surveys or data, and worked toward achieving them? No No Stage 3 Solicit and Act on Community Feedback Stage 4 Act on Key Learning Yes Stage 5 Do you consult your data and metrics as part of the decision-making process for your organization? Yes Stage 6 No Stage 5 Establish Goals and Capture Trends Stage 6 Make Data-Driven Decisions 5 How Do You Get From Here to There? THERE TO HERE You Have a Lot of Data Slide credit: Darim Online 11

14 THERE TO HERE You d Like to Make Sense of Your Data THERE TO HERE You Want to Be a Data- Driven Organization THERE TO HERE Tips for Moving Along the Spectrum Know where you are. Know where you re going. Get the right tools. Don t ignore human factors. 12

15 THERE TO HERE Choral Artists of Sarasota THERE TO HERE A Mess of Spreadsheets Keeping the spreadsheets up to date was a nightmare. And the information was two dimensional. It was hard to keep track of who gave money. Susan Burke, Executive Director THERE TO HERE A Costly Mistake When data errors led to donors being left out of the program, Sarasota had to make a change. 13

16 THERE TO HERE They Chose a CRM System The CRM system focuses on donors, but can import ticketing information and has features to manage members. THERE TO HERE Now Targeting Past Donors and Ticket Buyers With more than 12 months of donor history, Burke s now able to send targeted appeals to her most loyal audience. THERE TO HERE Dream Come True The hard work paid off for the Choral Artists of Sarasota. What might happen if you moved up a step on the data maturity spectrum? 14

17 Idealware Resources Finding Truth In Data Nonprofit s Guide to Data Migration Nonprofit s Guide to Managing Security Risk Data Sanity for Nonprofits Playing the Data Playbook From Chorus America and WolfBrown: Intrinsic Impact Audience Project SW5 Questions? 15

18 Slide 44 SW5 If time allows let's compile a resource list, maybe 5-6 Idealware greatest hits that are relevant. Sherry Wright, 5/17/2017