Data Organization #14NTCdataorg Mark Becker Tim Johnson

Expectation vs. Reality Slide 1 Data Organization

Slide 2 Data Organization Experience Levels Beginner You just started using a donor database or CRM to collect more than just gifts Intermediate You actively use a database and have started to analyze reports Expert You are a data geek who loves creating reports and analysis

Slide 3 Data Organization 3-Step Process

Slide 4 Data Organization Gather Data

Slide 5 Data Organization 3-Levels of Data High-Level Data Broad data like gender, country, state, city, etc. Mid-Level Data Specific data connections like how many women give over $100 a year to your organization? Individual-Level Data Data that corresponds to specific constituents like - interactions, participation & source codes

Slide 6 Data Organization Remove Silos > System Integration

Slide 7 Data Organization Practical Tips Beginner Make sure you are collecting basic demographic information

Slide 8 Data Organization Practical Tips Intermediate Begin to collect advanced data like giving per year or stages of major gifts

Slide 9 Data Organization Practical Tips Expert Outline the Individual-Level Data you need and create a means to capture it (e.g. engagement level)

Slide 10 Data Organization Organize the Data

Slide 11 Data Organization Get Your Data in Order Data Completion Data has more integrity when records are as complete as possible

Slide 12 Data Organization Get Your Data in Order Data Structure Fields and tables that are carefully planned create better analysis

Slide 13 Data Organization Get Your Data in Order Grouping Data RFM and engagement

Slide 14 Data Organization Practical Tips Beginner Try to complete all the data for each of your constituents

Slide 15 Data Organization Practical Tips Intermediate Evaluate your current fields to make sure that they are grouped intuitively

Slide 16 Data Organization Practical Tips Expert Create segments based on RFM and constituent engagement

Slide 17 Data Organization Analysis

Slide 18 Data Organization Basic Reports Tab reports show details of particular sections of the data Internal Event NameParticipation Type NameCityStateZipcodeRegistration Datereg date w/o timeEvent DateEvent date w/o timeDays reg'd prior to eventUnique DonorsGiftsTotal Online Gifts($)average donation amount run 2011IndividualAnchorheadTatooine /22/ :3611/22/20105/7/ :205/7/ $36.25 run 2011IndividualBestineTatooine /22/ :3211/22/20105/7/ :205/7/ $65.50 run 2011IndividualDune SeaTatooine /22/ :0011/22/20105/7/ :205/7/ $1, run 2011Virtual WalkerGret Pit of CarkoonTatooine /24/2010 8:4011/24/20105/7/ :205/7/ $33.33 run 2011IndividualJundland WastesTatooine /3/ :2012/3/20105/7/ :205/7/ $0.00 run 2011IndividualMos EisleyTatooine /3/ :2912/3/20105/7/ :205/7/ $76.67 run 2011IndividualMos EspaTatooine /3/ :1212/3/20105/7/ :205/7/ $57.14 run 2011IndividualAnchorheadTatooine /3/ :2812/3/20105/7/ :205/7/ $35.00 run 2011IndividualBestineTatooine /3/ :3112/3/20105/7/ :205/7/ $ run 2011IndividualDune SeaTatooine /3/ :4112/3/20105/7/ :205/7/ $50.00 run 2011IndividualGret Pit of CarkoonTatooine /3/ :1112/3/20105/7/ :205/7/ $0.00 run 2011IndividualJundland WastesTatooine /4/ :0812/4/20105/7/ :205/7/ $0.00 run 2011IndividualMos EisleyTatooine /4/ :1312/4/20105/7/ :205/7/ $23.64 run 2011IndividualMos EspaTatooine /5/ :4712/5/20105/7/ :205/7/ $66.67 run 2011IndividualAnchorheadTatooine /6/ :5412/6/20105/7/ :205/7/ $0.00 run 2011IndividualBestineTatooine /14/2010 9:5912/14/20105/7/ :205/7/ $25.00 run 2011IndividualDune SeaTatooine /16/ :5512/16/20105/7/ :205/7/ $25.00 run 2011IndividualGret Pit of CarkoonTatooine /19/ :0912/19/20105/7/ :205/7/ $59.00 run 2011IndividualJundland WastesTatooine /22/ :4612/22/20105/7/ :205/7/ $0.00 run 2011IndividualMos EisleyTatooine /23/ :3212/23/20105/7/ :205/7/ $65.50 run 2011IndividualMos EspaTatooine /1/ :041/1/20115/7/ :205/7/ $37.50 run 2011Virtual WalkerAnchorheadTatooine /3/ :511/3/20115/7/ :205/7/ $0.00 run 2011Virtual WalkerBestineTatooine /3/ :521/3/20115/7/ :205/7/ $0.00 run 2011IndividualDune SeaTatooine /13/ :451/13/20115/7/ :205/7/ $0.00 run 2011IndividualGret Pit of CarkoonTatooine /13/ :541/13/20115/7/ :205/7/ $0.00 run 2011IndividualJundland WastesTatooine /18/ :191/18/20115/7/ :205/7/ $50.00 run 2011IndividualMos EisleyTatooine /19/ :331/19/20115/7/ :205/7/ $0.00 run 2011IndividualMos EspaTatooine /22/ :021/22/20115/7/ :205/7/ $ run 2011IndividualAnchorheadTatooine /22/ :071/22/20115/7/ :205/7/ $35.71 run 2011IndividualBestineTatooine /23/ :241/23/20115/7/ :205/7/ $50.00

Slide 19 Data Organization Advanced Reports Summary reports show related information organized by categories NEW ONLINE DONATIONS AMOUNT GIVEN 60 TO 90 DAYS AGO AMOUNT GIVEN 30 TO 60 DAYS AGO AMOUNT GIVEN 0 TO 30 DAYS AGO New Online Donations$930.00$275.00$1,006.5

Slide 20 Data Organization Expert Cluster charts and Box Plots show grouping of constituents around categories

Slide 21 Data Organization Practical Tips Beginner Report on basic data like total giving, campaign success, cost per piece Intermediate Report on short and long-term trends like changes in giving (increase, decrease, LYBUNT) Expert Report on number of activities per small and large donations

Slide 22 Data Organization Using Behavior Prediction The fine line between helpful and creepy

Slide 23 Data Organization …identified 25 products that when purchased together indicate a women is likely pregnant. The value of this information was that Target could send coupons to the pregnant woman at an expensive and habit-forming period of her life.” * *

Slide 24 Data Organization “…[A] man walked into a Target outside Minneapolis and demanded to see the manager. He was clutching coupons that had been sent to his daughter, and he was angry, according to an employee who participated in the conversation. “My daughter got this in the mail!” he said. “She’s still in high school, and you’re sending her coupons for baby clothes and cribs? Are you trying to encourage her to get pregnant?” The manager apologized and then called a few days later to apologize again… *

Slide 25 Data Organization Using Behavior Prediction The fine line between helpful and creepy On the phone, though, the father was somewhat abashed. “I had a talk with my daughter,” he said. “It turns out there’s been some activities in my house I haven’t been completely aware of. She’s due in August. I owe you an apology.”* *

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Slide 30 Data Organization Techniques Testing Create scenarios where you can test individual variables and see how constituents respond Segmentation Communication Communicate specific messages to different segments based on their inclinations and tendencies Advanced Modeling Use more complex tools such as Regression Analysis, Decision Trees or Choice Modeling

Slide 31 Data Organization Practical Tips Beginner Use A/B testing when you communicate with constituents to measure the success of each approach

Slide 32 Data Organization Practical Tips Intermediate Send different donation requests with different responses to segments

Slide 33 Data Organization Practical Tips Expert Do some passive regression

Slide 34 Data Organization Proactive Decisions Problems constituents are trying to solve Why are constituents interested in your mission and what are they trying to accomplish by being involved? Work-arounds to solve the problems How are constituents circumnavigating your systems to solve problems? The context in which problems are being solved What are the expectations of people in your area of influence?

Beginner Adjust your next newsletter to address how constituents view your organization Intermediate Solve a problem your constituents have with how they can give Expert Identify a group of people that is not part of your giving constituency that would be a great fit Practical Tips Slide 35 Data Organization

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