use your data to inspire, motivate and engage

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Michele Madden, nfpSynergy, and Gideon Burrows, Editor at


  • 1. Measuring and Communicating Your Impact Conference29 June 2011CharityComms is the professional membership body for charity communicators. We believe charity communicationsare integral to each charitys work for a better world.W: T: 020 7426 8877

2. Use your data to inspire, motivate and engageJune 2011Tel: 020 7426 [email protected] 3. Purpose of session Youve done your research. So how do you present it in a way thatexcites the press, inspires your supporters and impresses funders -and all without being sensationalist or inaccurate? how to use statistics accurately how to choose and present your data to appeal to your audiences3 4. First things first.... What IS your research? What does it mean for your organisation? Do you understand it?4 5. Talking about statistics5 6. Talking about statistics 13, 18, 13, 14, 13, 16, 14, 21, 13 Averages; mean, median and mode Base Percentages and percent changes Sub-groups Correlations Confidence and significance Standard deviation, regression6 7. What do you need to look for? Where did the data come from? How was it collected? How robust is the research? Be careful with correlations7 8. Barriers to volunteering80%Lack of time 5%15%10% Lack of skills 65%25%NoNot sureYes 12%No opportunities74%14% 34%Not interested52%14%0%10%20%30% 40% 50% 60% 70% 80% 90% 100%Q.10. Please state whether or not the following issues are a barrier to you engaging in volunteering?Base: 25 respondentsService research, 2002 RubbishResearch Ltd 9. Exercise Look at the charto What is it saying?o What is interesting?o What might you be concerned about? 3 headlineso Dull but correcto Middle of the roado Outrageous9 10. 1412StatutoryIncome ( billions)sources10Individuals8Internallygenerated6PrivateSector420 2000/01 2001/02 2002/032003/04 2004/05 2005/06 2006/07 2007/0810 Source: The UK Civil Society Almanac 2010 (NCVO) 11. Volunteering habits Mean times 56.1volunteered eachyear, 55.545.2 43.539.4 38.5 36.9 24% 21% 19%20%19%18% 16%16% Total16-2425-3435-4445-5455-6465-7475+ Have you given time as a volunteer in the last three months, to a charity or other organisation, or in your local community? Yes Base: 1000 adults 16+, Britain.11 11Source: Charity Awareness Monitor, 2009, nfpSynergy 12. While government may not grow, individuals couldprovide more income for charitiesTotal increase in disposable income from 1980 in real terms 160% 140% Forecast 120% 100% 80% 60% 40% 20%0%1981 198319851987 19891991 19931995 19971999 20012003 20052007 20092011 20132015 Base: UK12 Source: National Statistics/nVision 13. Writing it up Give your writing passion, enthusiasm and urgency But make it convincing and honest Tireless campaigning by environmental campaign groupsled to World Leaders agreeing a new protocol for cuttinggreenhouse gas emissions by 2015. Really?13 14. Rolling out the old charity clichsOur charity... Works in some of the poorest countries in the world... ... recently completed a project in Poorsville, one of the UKs mostdeprived areas.... ... where were tackling a growing trend for people to be... ... this is rapidly turning into one of the most urgent issues facingthe UK/ministers/the world/the climate... ... hundreds of thousands are showing their support14 15. Generalisations and clichs work against impact.. The UN ranks countries in terms of poverty.We work in the bottom five. Across the UK, three in 10 people are unemployed.In Poorsville, its the other way around.Only three in 10 have a job. 120,000 have signed our petition.Twice that have Liked our campaign on Facebook.Yes, but so what....?15 16. Use your statistics to give your copy verisimilitude Last year we worked with more than 3,000 families across the UK o Last year we worked with 945 dads, 1,564 mums, 865 pupils. And three pet dogs. You helped fund our emergency response to last years floods o Your donation helped pay for 3,253 hot, crispy bacon sandwiches and 6,453 desperately steaming cups of tea for those stranded by the floods last year Children in Tanzibon are now going to school o Tanzibons school age pupils used to spend their day struggling to find safe water to drink for their family. Now all they struggle with is tough maths problem set by teacher. Exercise: Try writing a line using verisimilitude, based on your statistics16 17. Make your statistics accessible Women in some parts of Tanzania spend eight hours every daycollecting water. o It takes you eight seconds to fill the kettle. It takes Miranda eight hours. o From the moment you left home this morning untill the moment you walk through the door tonight, Miranda will be collecting water in the hot sun. o Miranda walks the distance you drive to work everyday with a barrel of water on her head. 60,000 children in north London live in poverty. o The number of children living in poverty could fill the Emirates stadium EXERCISE : Use comparisons that work for your issue, and your audience17 18. Tell a story The death of one man is a tragedy,the death of millions is a statistic.Paint a detailed picture of one person or family affectedby your issue.There are 10,000 like Terry in need of your help.18 19. Use different types of graph.... In total these 3204 organisations spend 632,391,237 in individual grants.19 20. MapsMany Eyes UK regionsmap and world map are Percentagegood and quick.Have to use all theregions, you just cantuse the summed regions- i.e. East Midlands andWest Midlands must stayseparate. 20 21. UK region-specific number well over 2000Scotland91UK wide 721Overseas 53 Ireland 46England67Wales 64 22. Spontaneous awareness22 23. 23 24. Mapping Income 500mSpecialistGeneralist Income 0m24 25. Presenting dataDont overuse complex graphs and metricso Horses for coursesBe honest and upfront about any weaknesses in the research methodology people more likely to believe youBe careful with percentages and quotes, do a data checkThink about the participants would they want to be represented like this?Dont exaggerate, take things out of context, twist the findings comes back to bite you!When youve written it up go back to the data and check you havent moved too far away from the original meaning25 26. Suggested resources BBC News Styleguide Essential English for Journalists, Editors and WritersHoward Evans (Pimlico) Many Eyes maps http://www- 27. QUESTIONS AND DISCUSSION

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