will bigger and better data help deliver more major donors?
TRANSCRIPT
Will Bigger & Better Data Help Deliver More Major Donors?
Ben Rymer & Azadi Sheridan
Blackbaud Higher Education Summit
July 2016
Value of 2016 ST Rich List:£575bn
A Huge Opportunity
● Uncover patterns of behaviour● Help us be timely, relevant & responsive● Identify competitive advantages ● Say who will give
What Bigger and Better Data Can Do
● Maintain or analyse itself● Describe anything but the past ● Make decisions ● Say why donors give (yet!)
“What information consumes is rather obvious: it consumes the attention of its recipients. Hence a wealth of information creates
a poverty of attention” Professor Herbert Simon
What Bigger and Better Data Can Do
What is Big Data?
Quiz• Data Warehouse• Data Analyst• Data Scientist• Data-Driven Decision• Algorithm• SQL• No SQL
• High data volume, variety, and/or velocity ("3Vs")• Expensive and
difficult
Big Data!• 149 million players playing
1.5 billion levels per day• > 1PB of data per year
What is big data?• What are the
most popular items?• How near is the
stock to the buyer?• What will the
most popular items next be?
BIG DATA
SMALLDATA
BIG DATA
SMALLDATA
EXPENSIVE TO FEED.SOMEONE ELSE HUNTS FOR HIM.
KITTENS STILL MOST POPULAR ANIMAL ON INTERNET
Proper Analysis• Stats not gut instinct• Bad Science – Ben Goldacre• <10,000 = prone to statistical error• Jeremy Corbyn is 14% more popular now than when elected
leader• Data is all around you• But maybe not where you are looking for it
AARRR!!!
Back to Ben
Data in Philanthropy Vertical:Identifying ‘missing’ wealth Targeting communications & activities across the quantum of wealth
Internal: Tracking performance Pipeline managementImproving conversion ratios Measuring donor engagement Increasing donor retention
ExternalBenchmarking against leadersScoping opportunitiesInnovative products
Horizontal: Choosing frequency & channel of communicationBeing relevant, responsive & timely
Data’s role:Identify more George Soros’s sooner!Plan strategically once identifiedBoost value by targeting asks
A Relationship Case Study
Summary● Significant potential for growth in philanthropy ● Data integrity key to finding more major donors.
Bigger data a distraction?● Data-driven Philanthropy is innovative. Try it, test
it, improve it● Above all, inspire and earn the respect of your
alumni & donors
Back to Azadi
“Look for the One Metric That Matters”Alistair Croll, Lean Analytics
British Airways - Data Values
Data Drive Pipeline Management•Manage by exception•What is outlying data? •What data indicates future good or bad performance?•What is the one metric that matters?
Prospect Management vs Performance Management
Performance Management• Acquisition• % First Mtg Second Meeting
• Activation• Event Sign-Ups %
• Retention• Rolling Donor Duration Avg
• Revenue• Referral• Closed Proposals By Source
Prospects
• Propensity• Capacity• Affinity
Affinity
https://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html#!/the-uk/people-and-society/large/generic-paid-search
https://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html#!/the-uk/people-and-society/large/generic-paid-search
Digital Fundraising Data • Social, viral or advertising drivers to website/ Track
wider website behaviour. (YouTube/ Facebook video is huge – don’t forget subtitles)• Re-marketing to encourage conversion to Facebook like
or Twitter follower• E-mail responsiveness• Content engagement• Calls to action • Conversion to small asks – perhaps non-financial
Leading vs Trailing IndicatorsTrailing• Survey Results• E-mail Opt-Outs• Donation
• Addressee Goneaway• Repeat Donation
Leading• Survey Trends/ Comparisons• Reduced Click-Throughs• Event Attendances / Event
Apologies• No Change of Address Info• Gratitude for Stewardship gifts/
Social Sharing
Data and…. Impact Investment• $2m donation • $2m spent on Internet services • 4000 jobs created = Outcome• 4000 * tax rate * average salary = Economic Impact
(plus VAT)
• Supported by Randomised Control Tests = and • Donation OR Payment/ Refunds by Results
BIG DATA
SMALLDATA
EXPENSIVE TO FEED.SOMEONE ELSE HUNTS FOR HIM.
KITTENS STILL MOST POPULAR ANIMAL ON INTERNET
Thanks!
Questions?Answers?Further reading:http://customerinsightleader.com/opinion/whats-matter-metadata/http://www.datasciencecentral.com/profiles/blog/show?id=6448529%3ABlogPost%3A379084http://read.nxtbook.com/1to1media/customerstrategist/winter2015/perspectives_marketingdata.htmlhttps://www.timeshighereducation.com/blog/know-your-geography-quantitative-skills-arent-just-about-mathshttp://afpfep.org/wp-content/uploads/2015/02/Forget-About-BIG-Data-AFP-Journal-Winter-2015.pdfhttp://npengage.com/nonprofit-news/5-troubling-nonprofit-statistics/ @martin_squires@EdwardTuftehttps://fundraisingvoices.wordpress.com/https://tdwi.org/Articles/2015/10/06/Top-4-Myths-about-Big-Data.aspx?Page=2 https://www.ted.com/talks/ben_goldacre_battling_bad_science/transcript?language=en https://www.oreilly.com/learning/analytics-frameworks-for-the-startup-lifecycle