Keep It Simple but Establish Data Collection “Listening Posts” Now!

I’ve been to some beautiful places this summer. No, not Paris or the Alps – but right here, traveling around northern Michigan while working with the vast array of nonprofits in our region. I’ll admit it can be hard to focus at times. Sometimes, I do want to ditch that meeting with a nonprofit board, jump out of the car, and take a hike in the dunes.

However, when I do finally arrive at a meeting and shake the sand off my toes, it’s always worth it. And I learn something at every session. This week, while working with a group in Traverse City, we discussed the importance of data collection. Correction—they advised ME about the importance of data collection. Of course, this is something that I know as a former market researcher and quality improvement professional. But, you know, I always want to let you folks off the hook and rationalize that you’re too busy at certain points in your life stages to be establishing elaborate evaluation plans.

But guess what? We can keep it simple and establish “listening posts” to capture performance data. By collecting and using the right information, we ensure the success of key strategies including fundraising, program development, marketing and volunteer development.

So, what are some simple ways to begin capturing and using data?

1. Always collect client use data including numbers of users by service area, types of users, frequency, and satisfaction. Frequency data is easy—simply keeping an accurate count by program or service. Satisfaction results require more work in that you’ll need a survey and an approach that encourages non biased, honest feedback.
2. Capture client testimonials and stories. One nonprofit keeps a collection box with forms and pencils, inviting clients to submit their stories and share their experience. Others save letters and cards or obtain permission from clients to contact them for an interview.
   
3. Begin thinking “outcomes” and look for creative ways to demonstrate the results you’re receiving with clients. Use volunteers to follow up and interview clients. Or use pre and post surveys to document client progress. Remember to obtain a release form from clients prior to contacting them and thoroughly train your volunteers.
4. Collect data on requests that you can’t fulfill. For example, the number of calls you receive asking if you provide a particular service or program in a geographic location. This helps document need and opportunity for service expansion.
5. Track where your referrals and business is coming from. Did that newspaper article generate demand? Was it a community presentation or workshop? Use this information to fine tune your marketing program and use precious resources more effectively.
6. Remember to use the information you collect. Share it with your board and staff. Use it in grants and funding proposals. Evaluate and strengthen your marketing program, improve service delivery, and identify opportunities for new ventures.

Dozens of other uses and methods for data collection exist. Share what you’re doing and how it helps your nonprofit by posting your comments here.

Enjoy the week!

Pam Evans