Listening To The Data vs Data Denial
Many if not most Agitator readers are in the direct marketing side of fundraising. And therefore they should be swimming in valuable data with which to make smart decisions about ongoing and future fundraising investments and tactics.
But, I wonder … is that really what happens?
In some cases, too much data could get in the way or be confusing. What are the best metrics to watch and why?
In some cases, too much focus on past data could actually distract attention from critical emerging trends. Roger has written about the pitfalls of driving exclusively with the rearview mirror here and here. And he gets even more agitated in Why We Don’t Trust Data.
And of course in other cases, key data could simply be ignored. Either because the direct response fundraisers themselves get swept up and distracted by fads or gimmicks, or don’t link their data to testable fundraising hypotheses. Or because ‘higher ups’ in the organization hierarchy have no clue about or respect for what the data is actually saying, despite the best ‘educational’ efforts of direct response fundraising staff.
These are my thoughts as I read the ‘challenge’ posed in this DMNews article — Marketing Challenge: Data Doesn’t Lie, So Listen to It.
Here a hypothetical scenario is posed where the data-driven advice of the VP of Marketing Analytics of a fictitious company is ignored by his Chief Marketing Officer … even as sales conversion rates suffer. The article poses the question: What should the poor VP do about this? [This is an actual contest … you can enter and win a prize by offering your advice by 25 September.]
The contest aside, has this scenario occurred in your nonprofit? Or, as a consultant, have you seen compelling data ignored by a client?
We’d like to hear your best ‘data denial’ horror story. We can all learn from it.
Tom
P.S. Regarding positive use of data, Roger has written two posts (here and here) noting the role that donor/consumer data and predictive modeling will play, and must play, in new donor acquisition … including for small nonprofits and charities.
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