Connecting the Dots of Nonprofit Engagement Data: A Closer Look at Practices, Challenges and Opportunities
Nonprofit Technology Network by Annaliese
Nonprofit organizations are looking beyond traditional data toward information about constituent participation and engagement. Such data might include volunteer activity, e-newsletter activity, Facebook or Twitter mentions, online petitions or pledge activities, event attendance and interaction among constituents, to name only a few.NTEN and Avectra sought input from 10 nonprofits and associations that vary in size and work across many programmatic areas for specific examples of how they are collecting, managing and sharing engagement data -- and how it impacts their work.
We’ve compiled their responses around seven key questions, and are sharing the findings, and their stories, below.
I. What types of engagement data are nonprofits collecting and, more importantly, why?
The organizations that provided input collect a broad range of engagement data, such as but not limited to:
The League of American Orchestras' (The League) Rebecca Vierhaus told us her organization is "trying to find trends to tie participation to revenue, as well as participation to likelihood of renewing membership or donating….We have always imagined a 'learning journey' for our members -- becoming more and more engaged over time and eventually becoming donors or supporters in other ways. Is this how our members actually engage with us and, if not, what should our strategy be to try and keep them on a 'conveyor belt' towards loyalty and engagement?"
Shoes That Fit's Thomas Pellegrino said his organization uses the data to "communicate our mission and message and develop our communication strategies." Read more
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Tammy Hampel (Isaacson)
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