In today’s digital age, data is the secret sauce that can take your charity from good to great and beyond. The best way to achieve this is by having a strong data strategy, but what exactly is a data strategy, and why should you care? Data strategy experts like Bernard Marr have waxed lyrical on building a template for success with your data, and even written exceptional books on the subject (that we heartedly recommend!), but newcomers can find it intimidating to get their heads around the concept. That’s why we decided to break it down to its basics and demonstrate that anyone can build a data strategy, taking their organisation to the next level.
Let’s dive in and explore how a well-crafted data strategy can revolutionise your charity’s operations and supporter experience.
The Basics Of Data Strategy
At its core, a data strategy is your charity’s game plan for managing, analysing, and utilising information. It’s like having a roadmap that guides you through the vast landscape of data, helping you make sense of it all and use it to your advantage.
So, why should you bother with a data strategy? The three big advantages are:
- It’s your charity’s superpower – Data helps you understand your supporters better, make smarter decisions, and track your progress towards those all-important goals.
- It’s a money magnet – Every supporter in your database has potential financial value waiting to be unlocked.
- It’s your safety net – A good strategy helps mitigate risks associated with current ways of working, like issues with direct debit claims.
The Foundation Of A Winning Data Strategy
So, what should your data strategy include? Here are some key building blocks:
- The Single Supporter View – Imagine having all the information about a supporter in one place. Sounds dreamy, right? That’s what a single supporter view aims to achieve.
- Data Ownership – Assign responsibility for data quality to specific team members. It’s like having a dedicated gardener for your data ecosystem.
- Multichannel Consistency – Ensure your supporters have a smooth experience, whether they interact with you via email, phone, or carrier pigeon (okay, maybe not the last one, but adapt to methods your supporters use as trends and technology change!)
- Data Analysis and Insight – Transform raw data into actionable insights. It’s like turning a pile of ingredients into a delicious meal.
- Smart Data Capture – Collect the right information without being overly intrusive. It’s a delicate balance, like making the perfect cup of tea or coffee!
Supercharging Your Analytics
With a solid data strategy in place, your analytics game will reach new heights. You’ll be able to:
- Understand supporter behaviour better – With greater insight, you will know what campaigns they prefer to engage with.
- Predict future trends – It will become easier to stay ahead of where your supporters (and the sector) are headed.
- Make data-driven decisions – Not only will the best path be more obvious, but you will have the evidence to back it up.
- Measure the impact of your campaigns more accurately – Knowledge is power, and knowing what worked (or what didn’t) is the best way to improve things for next time.
Elevating The Supporter Experience
A good data strategy isn’t just about numbers, but the people it’s built around. By using data effectively, you can:
- Personalise communications – It’s important that supporters feel seen and appreciated, not just another face in the crowd.
- Offer relevant support and services – A targeted approach will always work better than bombarding supporters with everything. Less is more!
- Build stronger, more meaningful relationships – Your supporters will invest more of their time (and money) with a better connection to your cause.
- Show supporters the impact of their contributions – Highlighting how their donations are making a difference will increase the likelihood of joining another campaign.
Measuring Success
How do you know if your data strategy is working? Look out for:
- Cost savings in data management and processing
- Improved cross-selling and up-selling
- Better supporter retention rates
- More efficient supporter acquisition
Remember – Rome wasn’t built in a day, and neither is a perfect data strategy. Start small, learn as you go, and before you know it, you’ll be a data dynamo! By embracing a robust data strategy, your charity can unlock new possibilities, enhance supporter experiences, and ultimately make an even bigger difference in the world. So, why wait? It’s time to embark on your analytics adventure to make your data meaningful!
