Data is a broad term that means a collection of numbers or facts through which we can retrieve some kind of information that can drive informed decision-making and achieving goals and targets. In today’s data-driven world where everything is digitized and democratized on every platform or device, companies are collecting lots of data every day, which does not mean anything. That’s where the study of data analysis comes into play. Nonprofit organizations, in particular, can leverage the benefit of data analysis.
So, now the question comes how can we dig into data?
I attended one of the webinars conducted by Arts Etobicoke in partnership with Surface Impressions which was all about digging into data and how the team members of the organization can start collecting data with creative methods. I think collecting data when any art or creative workshop is going on itself can be counted as engaging dialogue with the participants. Thus collective entry of the responses, feelings, and experiences when documented in fun-related activities also creates a dynamic interaction that connects art, the artist, and the survey conductor. Okay coming back to the topic, I learned there are 3 basic steps to dig into data.
First is goal setting which is basically what do you want to know? Non-profit organizations can harness the information of data in terms of knowing how public or common people interpret art and how many people are interested in purchasing artwork. What is the good price for paid programs? How can we evaluate marketing budgets vs ticket sales? Then the next step would be existing data review which means what data might you already have to analyze? like program registration data, census data, social media analytics, funding data, donor-related data, success and outcomes of the programs, and a lot more. Now the last and third step is data collection methods like surveys, focus groups, interviews and observation, sales reports, etc- what creative data collection methods could you use to collect information that you don’t have? For instance, What other activities or exhibitions artists are personally interested in? What topics or themes the organization can work on? What are the difficulties or loopholes when attending any events?
After collecting the raw data and facts, we will refine data to gather information such as where our audiences come from. What is the most engaged program? After segregating and cleaning data in terms of categories such as high-rated programs, and postal codes from registrations into the spreadsheet. This will help the organization to incur knowledge to understand the significance of it. Visualizing the data in maps or graphs; comparing it with previous year data or with other comparable segments. After comes the major step which is Communication. Data analysis is an iterative process that allows organizations to assess success, and identify the functioning of the process in certain areas but it is communicating the fact that some gaps on this particular map need attention, identifying the gaps in the business model, and making data-driven adjustments to enhance the effectiveness of the program outreach and outcomes. After giving recommendations, now it’s on the higher authority and the team to implement the decisions to deliver to the community more effectively.
As we know, transparency and accountability are vital for non-profit organizations to gain trust and support from stakeholders. Data analysis can help show our funders, business owners, or government evidence with proof and other relevant metrics which would make it easier for the stakeholders to make the right decision. This not only increases credibility but it attracts more donors, government grants, fundraising, and long-term relationship-building to climb the ladder of success.