closing the infrastructure gap
TRANSCRIPT
INFRASTRUCTURE GAPSESSION 1.1
OVERVIEW OF TECH4GOOD
Tech4Good Orlando is a community of nonprofit professionals and social entrepreneurs leveraging technology to support our sector and professional
growth
WHAT IS DATA?
FUNCTIONS OF DATA
Decision Making
Donor Relations
Storytelling
Support
Strategies
Reporting
Awareness
DETERMINING THE PURPOSE
Why do you need the
data?
You have access to various, wide-spread data
sets – Internally & Externally. Your first step
is to determine the “Why?”
Fundraising Appeal
Community Outreach/Advocacy
Market Research
Public Relations
Strategy/Capacity Development
Funder Request
WHAT SOURCES ARE AVAILABLE?
ORGANIZATIONAL ALIGNMENT McKinsey 7-S Model
Strategy: the plan devised to maintain and build competitive advantage over the competition.
Structure: the way the organization is structured and who reports to whom.’?
Systems: the daily activities and procedures that staff members engage in to get the job done.
Shared Values: called "superordinate goals" when the model was first developed, these are the core values of the company that are evidenced in the corporate culture and the general work ethic.
Style: the style of leadership adopted.
Staff: the employees and their general capabilities.
Skills: the actual skills and competencies of the employees working for the company.
CLOSING THE INFRASTRUCTURE GAP
Clearly define what “data” means to you, your team, and your organization.
Determine the desired function you’d like your data to play.
Set the purpose – what is the end goal?
Explore internal and external data sources to reach your goal.
Get all the players on the field and with a clear play plan.
Always, repeat and review often.
ADDITIONAL RESOURCES
Market For Good: “Breaking it Down: The What, Why, & How” (2013): http://www.marketsforgood.org/breaking-it-down-the-what-why-and-how/
Upgrading the Information Infrastructure for Social Change: http://www.marketsforgood.org/wp-content/uploads/2014/05/MarketsforGood_Information-Infrastructure_Fall-2012_.pdf
WHERE IS THE GAP?
Our largest infrastructure gap in our sector is Budget & Resources:
Outdated Equipment
Insufficient Amount of Personnel
Inadequate Training
Undefined Marketing Strategy
Proving ROI is Difficult
UNREALISTIC EXPECTATIONS FOR NONPROFITS
Examples
First-Rate WebsitesProper & Effective
Use of Social MediaWell-Produced Videos
COMMITMENT TO ADDRESSING THE NEEDS…
Over 64% of non-profits include technology in their strategic plan
Increase in “data staff” at non-profits1:1 conversations with their prospects and donors online Updating websites, landing pages and emails to be mobile
responsiveCreating useful and valuable content
Remember: More than 50% of web traffic today comes on mobile!
IT’S TIME TO GET SERIOUS ABOUT ANALYTICS!
Databases•1st & 2nd interaction & date•Cost to Raise a Dollar •Program Effectiveness
Websites•Call to action to generate donor leads•Landing pages with Email address request
UNDERSTANDING THE COMPLETE JOURNEY
Establish a process
Review top referral pages
Analyze audience demographics
Set & document goal conversions
BUILDING THE INFRASTRUCTURE TO SUPPORT YOUR EFFORTS1. Set-up cross-functional work groups or teams.
2. Have the teams meet regularly, and plan strategies together.
3. Utilize trendy marketing tactics such as videos, images and infographics.
4. Create purposeful and meaningful content for your audience.
5. Goals and messaging need to be aligned across all departments.
6. Test content across a myriad of platforms.
UTILIZING CRM’S TO THE MAX
Centralize and streamline constituent information
Standardize and enforce processes across your organization
Create a collaborative and sharing environment
Accessibility of information
Data security
STREAMLINING YOUR IMPLEMENTATION PROCESS
Plan
Analysis
Design &
Build
Deploy &
Training
Support
• Define Objectives
• Define Scope
• Define Existing Processes
• Identify Process Gaps
• Identify Data Sources
• Document Organization Requirements
• Configure Application
• Develop Application Enhancement
• Develop Integration
• User Acceptance Testing
• Migrate Data• Validation• User Training
• Platform & User Support
FINDING THE RIGHT RESOURCES
Partners Pro Bono Associations
INVEST IN STAFF TRAINING!
HOW SALESFORCE FOUNDATION SUPPORTS NONPROFITS
Power of Us program gives nonprofit organizations & higher education institutions access to the
Salesforce products and resources.
Visit www.salesforcefoundation.org/ to see if you are eligible for the free instance
CLOSING THE INFRASTRUCTURE TAKES US ALL!
Regardless of your role in the sector, we all have a responsibility to close the divide between adequate resources/funding and supporting our business structure. To forge ahead, we must:
Speak Up About our
NeedsAsk, Ask, Ask Be Prepared
Make the Case with
Data
Build Strategic
Relationships
PANELISTS INFORMATION
Margaux Pagan, Community Organizer for Tech4Good Orlando: [email protected]
Vickie Martin, Executive Director of Christian Help: [email protected]
Anita Desai, Nonprofit CRM Specialist: [email protected]