As fundraisers, we’re constantly working with partially-told stories.
Last week, Andrew Littlefield showed us how to be P.D.D.D. — pretty damn data-driven.
Data is so important, and I think within every passionate fundraiser lies a bit of a data nerd. I love poring over spreadsheets and analyzing results, but it’s only part of the story.
I went to the Blue North Do-Gooders Summit this year and saw an awesome session called “Inspiring New Ideas with Donor Data”. The presenter, Tim Rowley, said that fundraisers have some issues with correlation analysis; we draw conclusions that we shouldn’t.
Here’s an example: there is proof that going to bed with shoes on leads to headaches in the morning.
Is that true? Yes, but not for the reason that statement implies.
If you are too drunk to take off your shoes before bed, you’re likely going to be hungover and will therefore wake up with a headache.
Going to bed with your shoes on is just part of the story.
We have a lot of data, but not enough knowledge. We have to take the time to turn our data into information, and then turn that information into knowledge, which is something we can actually use. That’s when we can be data-driven, as Andrew rightly encourages us to be!
How can we find out the rest of the story? One way is to ask great questions.
It applies to looking at mass amounts of data OR looking at one specific major donor.
If a donor makes a $10,000 gift out of the blue, can we make assumptions about how engaged they are with our charity and how they might want to be involved moving forward?
Well, sure! But that doesn’t mean we’re right! We must ask questions to get the whole story.
As for what kinds of questions we can ask, check out this video I saw on Movie Mondays for some inspiring ideas!
Telling the full story is worth the extra work!
Written by Maeve Strathy
Maeve is the Founder of What Gives Philanthropy and has been working in educational fundraising for the past eight years. Click here to learn more about Maeve.