Today, data is everywhere. As a charity, health/community organisation or not-for-profit organisation, you collect and house a surprisingly enormous amount of information about your cause, your organisation, and the members of the community with whom you interact.
In many instances, however, this information can seem overwhelming. Unless you have the right tools in place to help you interpret and make sense of this data, it can be somewhat redundant.
To help, here are some simple examples of how you can use data insights to get better results for your not-for-profit organisation:
1. Fine-tuning your marketing
By analysing which people within the community are engaging with you via your online assets, and how they are doing so, you can fine-tune the way in which you deliver your marketing messages. So, for instance, if you notice heightened interaction regarding a specific campaign, or a specific campaign message, you can build upon this to generate increased awareness or prompt people to get involved and help make a difference.
You can also drill-down into your data to analyse your users according to their online behaviour, not just their demographics. This means you can get a more accurate understanding of exactly who is interacting with you, and target your marketing accordingly.
2. Driving brand loyalty
Lachie Dixon, our Head of Customer Experience, believes we are seeing a situation now where people have dwindling loyalty when it comes to which charities they support.
“There are so many charities and not-for-profit organisations in the market now, and so many different causes vying for our attention, that people often switch around. We find that the companies that innovate and stay ahead or the market are the ones people are more likely to donate to,” he says.
To drive long-term loyalty, it’s becoming increasingly important for charities and NFPs to use data – to target community members at exactly the right time, and in a way that’s appropriate for them, based on their past interactions. Say, for instance, a supporter regularly registers for an outdoor event, hosted by a particular charity. Any communication that the charity has with this supporter, year-on-year, should build on this insight. They could offer certain rewards for their continued support, such as priority registration, a giveaway, or a waived registration fee if they bring a friend along.
3. Measuring results
When it comes to driving ongoing support for your cause, it’s important for people who have made a contribution to know exactly how they have helped and what difference they have made. To provide these insights, you need to capture, analyse and present your data in a way that’s meaningful, easy to understand, and likely to drive an emotive response.
Say, for instance, your organisation provides meals to the homeless. You could use data insights in your social media marketing to provide insights on how many meals you delivered in a particular area on a given weekend; or you could incorporate a map showing the exact number of volunteers you have on board, and the number of meals you are supplying – in real time - in various locations around Australia. By using real-time data to back your campaigns, and showing the community exactly how their efforts help make a difference, you can add an element of interest, and drive engagement.
How Evolve IT can help
At Evolve IT, we can help your not-for-profit organisation take advantage of data analysis to drive better results. Contact us on 1300 858 899 or visit www.evolveit.com.au to find out more.