Now What? (Creating a Data-Driven Culture)

Now What? (Creating a Data-Driven Culture)

Analytics don’t exist in a vacuum. Analytics tell the story of the donor file, but what do we do next? And most importantly, are organizations willing to do what it takes to change? Many organizations say that they want to create a Data-Driven culture. Working with Nonprofits to analyze fundraising trends, the question often comes up “We’ve done the analysis. We have the data. Now what?” Peter Drucker once said “Culture eats strategy for breakfast”. If changes need to be made – investing more money in acquiring more new donors (whether through direct mail, online or integrated media) or in upgrading technologies, can the organization make those changes? Or, does everyone want to just keep doing the “same old, same old”? We may know that our Retention/Average Gift/Frequency is low/declining/a concern but what should we do now? At Analytical Ones, we try to not just answer the question of what is happening, but also what to do about it. If Retention is low, is it low in a certain segment – new donors, multi-year donors? Are fewer lapsed donors reactivating than in the past? A deeper analysis can tell what segments have the issue and then we can try to figure out what has caused it – A shift in marketing or creative or offer strategy? A different kind of new donors coming on board? A change in the timing or frequency of fundraising appeals? What is working and what is not working? Together we can find a way to fix it Analysis is important. It’s the first step. Without it, we don’t know what’s working and how to...