Earlier this year, we worked with Avectra to release The 2013 Nonprofit Engagement Data Study, which was based on a survey of nonprofit communications and fundraising professionals, as well as executive directors. The findings showed that nonprofits are tracking various kinds of participation data about the ways their constituents and supporters engage with their work and resources, but very few organizations are doing so strategically, nor are they supporting this practice with adequate tools and staffing.
The findings also suggest, however, that of those who are tracking and looking at correlation between engagement and more “traditional” data like annual fundraising levels, constituent retention or growth, average gift size, etc. — at least some positive correlation is being found.
To get a closer look at practices and challenges at the organizational level, we sought input from 10 nonprofits and associations that vary in size and work across many programmatic areas.
We’ve compiled their responses around seven key questions and share their stories and examples of how they are collecting, managing, and sharing engagement data at their organizations — and how it impacts their work.