When was the last time you answered a question with data in one shot? Be honest.
Was the answer to your question crystal clear and did it provide you with that “next step” or “action” you were looking for?
My guess is that the vast majority of you reading this rather dry introduction did not jump up from wherever you happen to be and shout “WHY YES!!!” If you did – kudos – let’s have a drink sometime! You see, the word ‘data’ often conjures up thoughts of a complex black box of information, shrouded in mystery.
Merriam-Webster’s Learner’s Dictionary defines data as facts or information usually used to calculate, plan or analyze something. As a direct marketer responsible for a file of nearly 1 million donors, data is far more than facts or information. It represents people, behaviors, reactions, preferences, life changes, opinions...and the list goes on.
I spend nearly every moment of every working day with data and consider it to be my number one enabler and a chronic Achilles heel. And yet, this love-hate dynamic drives an insatiable curiosity which I credit for virtually all of my best decisions as a fundraising professional and marketer. Data doesn’t have to be a mystical unicorn dressed in a multi-color fur coat. It can be exciting, informative and clear, provided we equip ourselves with the basics on how to handle it. In this multi-part series, I hope to take you on a journey through the ins and outs of data. I want to excite you about the possibilities, humbly educate you about best practices, and shine a light on the many ways that you can flex your data to drive better results.
Make no mistake – I am not a data scientist with the ability to develop complex models. Nor am I a database architect, analytics guru or computer programmer. I am what I consider to be an “end user” of data. I look at it in a contained environment – most often a database – and pull it out of that environment as needed. My hope through this series is that we can have some fun addressing some of the most common opportunities, pitfalls and questions that I often encounter. So with that…let’s get started with 5 Key Basics for using Data.
1. Ensure what you put into your database is clean, clear and concise
A popular saying in many data posts I come across lately is “garbage in – garbage out.” Ultimately, as with most things in life, you get out of something what you put into it. The same holds true for data, and all too often, a clear set of business rules around how data is entered into a database is lacking. Whether you use a third party service to enter and maintain your data, or have in-house resources, make sure that the information coming in is consistent. The integrity of what you put in over time will directly affect how you will be able to use it in the future.
2. Make sure you ask the right questions before building a report or query
Let’s be honest – fundraisers LOVE reports. All those glistening numbers and metrics perched prettily upon the page…even I get excited when I look at a new report. But are we really looking at the right information? Did we set out with our analysts or database managers what we hoped to see, and have them guide us to what we should actually be looking at? Make sure to articulate what it is you’re looking for, and allow the people closest to the data help you ask the right questions. If you’re a one-person/wear-all-hats kind of shop, reach out to some peers in the industry to ask how they build their reports.
3. Know which KPIs matter and which ones don’t
KPIs are “key performance indicators” and are most often quantitative, numerical metrics used by virtually every industry in reporting and analytics. Depending on what your objectives are – ie: understanding the effectiveness of a particular acquisition campaign – the KPIs you use to measure success will be different. We will dive a bit deeper into these in a future “Fun with KPIs” article. Suffice to say you should always establish the KPIs that are essential for each initiative and keep a close eye on them throughout your fiscal year.
4. Incorporate data into your overall planning calendar
And by that, I don’t mean have a long, drawn out, agonizing planning process on how data needs to be part of every initiative. How dreadful! And it likely already is the foundation for what you are doing. By incorporating into your plan, I would suggest taking whatever calendar or master planning document you develop, and carving out a section dedicated to data. For example, if you maintain an annual campaign plan that is broken down by month, chances are you have all of the high level details for each channel and initiative. Give data some room at table, and document some questions you hope to answer using data – ie: What would the outcome of taking 5,000 donors from this appeal be if they receive a priming email and follow-up phone call after?
5. Keep it simple….and not stupid
The oh-so-cliché “kiss” acronym…are you kidding me? No. Avoid “paralysis by analysis” at all costs. Know what it is you’re looking for first before diving into Pandora’s Box, a.k.a. your database. Trust me; you’ll save yourself from a whole lot of misguided insights.
Does data really have the ability to be exciting? In my opinion – YES! Do I have some convincing to do? Of course! Stick with me though and I promise we’ll have some fun with data.
Brady Hambleton has 12 years of experience during which he has worked with some of Toronto’s largest not-for-profit organizations, Brady has been exposed to nearly every facet of fundraising, including donor services, stewardship, annual giving, major gifts, digital and multi-channel. In his current role as Director, Direct Marketing at the Heart & Stroke Foundation, Brady oversees one of Canada’s largest multi-channel fundraising programs.
Prior to joining the Heart and Stroke Foundation, Brady was Manager, Annual & Planned Giving at Toronto General & Western Hospital Foundation (University Health Network), where he drove growth and innovation within the Annual & Planned Giving programs. Brady is a 2005 graduate of the University of Toronto, with a Bachelor of Science degree, and is a passionate lifelong learner and champion of professional development for the fundraising profession.
