Viele Organisationen haben immer mehr Daten aus Online-Aktionen wie Email-Adressen, Spendengeschichten, Aktiväten, Durchklickraten oder Interessen von Unterstützern. Oft liegen diese Daten unorganisiert und auf verschiedene Datenbanken verteilt vor, was eine einfache Analyse verhindert. Eine solche Analyse aber kann Organisationen helfen, ihre Kontakte zu segmentieren und sie so gezielter zu mobilisieren und stärker in ihre Kampagnen und ihr Fundraising zu involvieren.
by Duane Raymond
Most campaigners are strong on issues, influencing and popular communications. Yet unlike their peers in fundraising, campaigning have traditionally been weak in analysing how their campaigns are unfolding and what is - and is not - delivering sufficient results.
Part of the reason for this is that campaigning has traditionally been data-poor: often it is not even known how many people supported an individual action. this is compounded by the fact that measuring campaigning progress or impact is a qualitative exercise, not quantitative like fundraising which can measure success financially.
Yet with the dramatic growth in digital tools being used for campaigning, there is now a wealth of data on supporters and their activities like action, donation and communication history. This in turn can indicate interests and engagement level as well as help predict lapsing supporters. This deluge of data has created new challenges:
- Campaigners and campaigning managers still don't have the expertise on what analysis they need and how to obtain it. As a result they often resort to wanting to know about website 'visitors' (or worse: 'hits') or email 'clicks' and 'opens' - all of which are completely inadequate for understanding campaigning outcomes (which in turn are meant to help achieve impact).
- The volume of data and indicators possible is so great, that without an analysis methodology, it is easy to get lost and find lots of indicators that have no real relevance to the campaign objectives
- Most of this data is fragmented between multiple databases and tools. It has very limited value in this fragmented state.
- Even if valuable indicators are found, understanding what levels are good or poor and what is the best practice level is difficult unless there are some benchmarks
There are significant benefits achieved from the insights such an analysis provides, including:
- Getting greater results from the same budget and staff (often many times greater)
- Knowing quickly when campaigns are (and are not) appealing to the target audience
- Enabling smarter supporter segmentation to help keep supporters engagement
- Convincing peer, managers and senior management of how campaigning is progressing
- Keeping at the leading-edge (vs. the bleeding-edge fuelled by hype) of digital campaigning practice
- Integrating fundraising with campaigning for more stable income and campaign participation
The email-to-action model of public digital campaigning is still the dominent model for most organisations. To analyse campaigns using this model, normal digital analysis tools like Google Analytics and email analysis need to be ignored (at least initially). Instead, the focus needs to be on the two essential aspects of any public campaign: promotion and participation as well as how each action was implemented. At its simplest, this requires emailing data (who was communicated about what) and activity data (who participated in what/donated) and then some context of this data by someone who is familiar with it. The aim is not to be comprehensive, but representative: to identify the major patterns.
Initially working at Oxfam GB from 2001 and subsequently with FairSay, Duane Raymond (Twitter, Facebook) pioneered digital campaigning analysis and benchmarking. He has conducted quantitative and qualitative analysis for many organisations across Europe and conducted two NGO-sector digital campaigning benchmarking studies.
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Duane wird am 9. Februar bei uns ein Referat zu diesem Thema halten und dabei Einblick in seine Methode und Forschungsergebnisse geben. Hier erfahren Sie mehr dazu und gelangen zur Anmeldung.
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