July 17, 2013
Today's world revolves around data more than ever before, and nonprofits should consider collecting more information than they already are. While it's imperative to track yearly donations, financial information and the number of volunteers giving their time to the organization, it is the right moment to ramp up data gathering efforts to better measure the health of the nonprofit and engagement level of members. A new infographic put together by The Nonprofit Technology Network shed light on how organizations may want to begin managing their data.
How are people interacting with the organization?
Many nonprofits put together a number of marketing efforts, fundraising programs and events each year, but too few organizations are studying the how much their constituents interacted with its initiatives. According to the infographic, only 27 percent track attendance at free events, 24 percent evaluate email-open rates and 23 percent look at their number of e-newsletter subscriptions. Furthermore, just 17 percent measure the effectiveness of their presence on social networks like Facebook and Twitter.
More nonprofits are tracking engagement levels
Organizations strive to interest many people in its mission, and much of their efforts that are not related to finances have to do with getting people to participate with the nonprofit in some fashion. Organizations are better at data management in this aspect as 88 percent monitor email open rates, 86 percent check metrics on the organization's Facebook page activity and 72 percent track mentions on its Twitter. The more people talking about the nonprofit and participating in marketing initiatives, the better a nonprofit's chances that word will spread about the organization and a greater number of followers can be achieved.
Data can help nonprofits make a difference
Many people like to get involved with organizations that have proven to change people's lives and have a positive influence on their community, and by collecting information about their initiatives, nonprofits can show people how much they have done to make an impact. According to an article for Nonprofit Quarterly, data mining may sound like a difficult initiative to tackle for entities that only have a handful of full-time staff members, but this strategy provides a great opportunity to gain members who are interested in organizations that can tell the story of their success.
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