2013 Nonprofit Engagement Data Management Study

2013 NONPROFIT ENGAGEMENT DATA MANAGEMENT STUDY: A GRAPHIC REPORT When it comes to tracking and using "engagement" data the actions, interactions, and even conversations that relate to an organization's work but don't necessarily represent the transactional or financial data that have been traditionally used for measuring an organization's health - today's nonprofits are either tracking a lot, or hardly anything at all. And very few organizations are applying that data to make decisions about 50 40 30 20 10 their programs or measure their strategic outcomes. What Kind of NON-FINANCIAL (i.e. "participation" or "engagement") ACTIVITY ARE YOU TRACKING ABOUT CONSTITUENTS? Email Open-Rates 88% E-newsletter Subscription 86% Activity on Organization Facebook Page 86% 72% 69% Mention of Organization Twitter Profile Virality or Reach of Social Networks (i.e. "sharing" activity and reach of your fans/followers/networks) HOW DOES YOUR ORGANIZATION USE THIS PARTICIPATION OR ENGAGEMENT DATA To measure OUR ORGANIZATIONAL HEALTH 27% Attendance at free events 24% 23% Email Open-Rates E-newsletter Subscription Activity on Organization Facebook Page 8% Mention of Organization Twitter Profile 1/70 17% (i.e. "sharing" activity and reach of your fans/followers/networks) To measure OUR STRATEGIC OUTCOMES 23% Attendance at free events Email Open-Rates 20% E-newsletter Subscription 16% Activity on Organization Facebook Page ]57 Mention of Organization Twitter Profile 14o 14% (i.e. "sharing" activity and reach of your fans/followers/networks) Organizations tracking and analyzing this kind of engagement data are finding "some" to "a significant amount of" correlation between engagement level and other key organization areas such as: annual fundraising amount, constituent and donor retention, giving levels and frequency, and event participation. Have you seen any correlation between your ENGAGEMENT/PARTICIPATION data and other areas of your work for which you collect data? 1 in 10 organizations responded that they don't know how to determine correlation for engagement data and other key organizational areas such as: annual fundraising amount, constituent and donor retention, giving levels and frequency, and event participation. APPROXIMATELY 2/3 OF RESPONDENTS SÉE AT LEAST SOME CORRELATION BETWEEN 47% ENGAGEMENT DATA AND OTHER KEY INDICATORS 38% 36% 35% A 31% 30%. Annual Fundraising Amount Frequency of Donations Giving Level (gift size) Constituent/Donor Retention Constituent/Donor Growth Event Participation Yet despite acknowledging an inability to track and/or measure a correlation between engagement data and other key operational areas, organizations indicated a plan to invest in evaluation projects, staff and even new systems in the coming year to begin or improve their management of this type of constituent data. Do you plan to invest in any resources related to this kind of ENGAGEMENT/PARTICIPATION data collection, analysis, and use in the next 12 months? 35.1% Plan to implement a data evaluation project 29.8% Plan to add related job task(s) to current staff responsibilities 25% Plan to invest in new systems to help collect/analyze this kind of data 9.6% Plan to hire a consultant/contract person for a data analysis project 9.2% Plan to hire new staff with data analysis responsibilities Do you have dedicated ștaff positions or defined job responsibilities related to collecting and analyzing this kind of ENGAGEMENT/PARTICIPATION data? Please consider in Full Time Equivalency (FTE). APPROXIMATELY 80% 12% 1 FTE HAVE LESS THAN 49% 2% 1 FTE 8% Less than 1 FTE staff 1,5 -3 FTE person responsible for these tasks More than 3 FTE 29%, O taff / no defined Job responsibilities to this What is your organization's biggest challenge in terms of collecting and using "PARTICIPATION" OR "ENGAGEMENT" DATA? dat analyze participation Íneed help one need money dirfculb resources taff collect use deection collectE use across collection goals trackingg database analyze participatic tundrng much information capacity pepe goals decisions funding ae know ebc difficult resources S Euseful make Cbllecting right leadership technology Lie geb sure analysis challenge making track feeding skills actually systems collected current relabed someone pvailable Value correlations nonproft focuse person though collectin efficiently Forganization way Lack money help Analyticn one Staff many ion need eratogu capacity people database analyze participation activities collect staf Time appropriabe fundraising besis difficult resources new strategically much inform sermining Gebbing bie get ? goals decisions dabe kno ure relevant sing track useful make level big o et even Facebook | Making actually also think benchmarks limited dedicated knowledge cometating expertise analyzing enough everyone databn analyz difficulb resoure current related someone small gathering easy focused though collecting organization's biggesb Collecting right plattoms data datta YOUR ORGANIZATION? available leadership hard sbrabegies changing bechnology analysis challenge systems collected lo soc analysis help Zorganization= orgar one What does this mean for If your organization has room for improvement - or just needs to get started - when it comes to tracking and making use of the engagement data of your key constituents and donors, you're not alone. Here are resources we think will help you take the right next steps to becoming more data-savvy: Book: Measuring the Networked Nonprofit, by Beth Kanter and Katie Delahaye Paine. With an emphasis on social networking data, this book provides concrete lessons for measuring what matters for your mission. http://www.amazon.com/Measuring-Networked-Nonprofit-Using-Change/dp/1118137604 Free Workbook: Getting Started With Data-Driven Decision-Making, from NTEN and produced by Idealware. Step-by-step worksheets to help you define your goals, determine what data you need, what data you can use, and how to put it together into a data-measurement plan for your organization. http://www.nten.org/research/2013-data-workbook-download Free Whitepaper: Donor Attrition: Stopping the Downward Spiral to build long-term meaningful relationships. http://success.avectra.com/donorretentionGAinfographic.html Coming soon! Stay tuned for a deeper look at how nonprofits are working with engagement data within their organizations in our Case Study companion report, which includes examples and insights from nonprofits tackling the evolving role of engagement data in their day-to-day work. Brought to you by Avectra NTEN Elevate Your Mission Nonprofit Technology Network Methodology: We distributed an online survey in March, 2013, to nonprofit and association professionals via email to NTEN and Avectra contacts, as well as through the social media channels of NTEN and Avectra. We received 244 responses. Which of the following is your organization's primary focus area - as determined by your NTEE category on your IRS Form 990? Answer Options Response Percent I. Arts, Culture, and Humanities II. Education III. Environment and Animals IV. Health V. Human Services VI. International, Foreign Affairs VII. Public, Societal Benefit VIII. Religion Related IX. Mutual/Membership Benefit X. Unknown/Unclassified XI, Other 6.4% 14.8% 8.5% 13.6% 19.5% 3.4% 12.3% 3.0% 8.1% 3.4% 7.2% Erolevant difficult res database ana SOCIAL SOCIAL SOCIAL TRADITIONAL TRADITIONAL TRADITIONAL ENGAGEMENT PARTICIPATION DATA strategic "program members valuable meaningful Tengagement Buipu uppea