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2014 VolunteerMatch Client Summit Best Practice Cafe Demonstrating your employee volunteer program's impact internally and externally is critical to its success. While the industry as whole is still looking for ways to get beyond traditional metrics, some companies are taking it upon themselves to identify outcomes that reflect their priorities. They are also looking for new ways to quantify the engagement and impact of their employees so that they can better tell their stories to leadership, employees, nonprofit partners, and the community. Join Jake Sanches, internal metrics and analytics guru at Palantir Technologies, to discuss VolunteerMatch's recent metrics benchmarking project. We'll review our findings and key takeaways, cover industry trends across key metric benchmarks, and discuss metrics analysis in finer detail and how it can be leveraged to drive improved programmatic and reporting approaches. Jake will also provide recommendations and demonstrate examples of ways to increase your use and presentation of data in your communications.
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Best Practice Café
REanalyze: What is your EVP Data Saying?
Speaker:Jake SanchesLeveragerPalantir Technologies
Me: Data Nerd
• Cognitive Neuroscience @ Washington University in St. Louis
• Predictive Modeling @ Mattersight Corporation (Chicago)• Customer Satisfaction• Customer Attrition• Fraud Detection
• Palantir Technologies– Recruiting Analytics– People Analytics
(Employee Survey, Organizational & Attrition Modeling)
– Product Analytics
• “Data-oriented person”– Excel Wizard Level 45, SQL, Python, R, Tableau
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Goals of This Session
1. Using data to drive decision making– Fall in like with data!
2. Review the 2014 Benchmarking Survey
3. Thinking about your EVP data differently
4. Demonstrating Impact to Different Audiences: Communicating Data
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Data Driven Decision Making
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Data Driven Decision Making
http://fivethirtyeight.com/features/americas-best-burrito/
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Data Driven Decision Making
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EVPs: Unlocking Value in Your Data
• Data: Driving this generation of Employee Volunteer Programs
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Benchmarking Metrics Project Survey July 2014
• Top Metrics : What Respondents Want– Total Hours– Total # of Employees– Participation Rates– ROI $ Value
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Benchmarking Metrics Project Survey
Nonprofit Engagement (e.g., # of signups by nonprofit, # of hours tracked by nonprofit)
Site Utilization (e.g., Unique visitors, page views, account registrations)
Impact by Cause (e.g. Hunger, STEM, Children & Youth)
Benchmarking with other companies (by size, by industry)
Employee Engagement (e.g, Hours volunteered, signups, # of volunteers)
0 5 10 15 20 25 30 35 40 45
Absolutely criticalVery usefulUseful Somewhat usefulNot useful
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Benchmarking Metrics Project Survey
Total external guests (#, signups, or hours of people other than employees)
Top skills utilized by employee volunteers
Total signups, hours or unique volunteers by group (e.g., manager level, department, city, etc.)
Top 5-10 employee volunteers who have tracked hours the most
% of employees who have signed up for an opportunity
Total $ value of volunteer hours
% of employees who have tracked hours
0 5 10 15 20 25 30 35 40 45
Absolutely criticalVery usefulUseful Somewhat usefulNot useful
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Benchmarking Metrics Project Survey
• What Metrics Matter to You?
Metric Area (Weighted Rank Order) Top Metrics
1. % of employees who have tracked hours2. % of employees who are unique volunteers3. Avg. hours volunteered per employee4. Total $ value of volunteer hours5. % of employees who have signed up for an opportunity6. S value of volunteer hours per employee
1. Hours per cause2. Total $ value of volunteer hours by cause3. # volunteers per cause1. # of total projects2. % of people who activated their account from employee population3. % of unique visitors from employee population1. Hours volunteered per organization2. Top 5-10 organizations by signups, hours or unique volunteers3. # of nonprofits reached
Causes
Site Utilization & Engagement
Employee Engagement
Nonprofit Engagement
(Benchmarking)
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Measuring Your Program: Demonstrating Impact
• Where are we?• Where do we need to go?• How do we get there?• How are we doing on our way there?
Data : Significant driver of development
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What is your EVP Data Saying?
• To answer: How are we doing today, what can I do to increase the value of my program?
• Demonstrating your impact is hard. Stories are great, but they do not provide the highest-level structured picture for your program
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Balance of Data & Communication
• What can you do?– Determine 3-5 metrics that work for you
• Start with simple metrics
– Report consistently• Always use a visualization over a stat in a line of an email or
document• *Not compelling for single-item metrics.
– Review– Generate plan based on current situation– Revisit plan at regular check ins, metrics in hand
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Presenting Data Visually
• Numbers are great. Show me trends
“The greatest value of a picture is when it forces us to notice what we never expected to see.”John Tukey, American Mathematician
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Palantir Technologies
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Dashboards
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Understanding Trends
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Understanding Trends: Powerful Context
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Understanding Trends: Diving In
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Drawing Conclusions from Data: Caution!
http://plottablejs.org/examples/linechartaxes/
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Choosing the Right Metrics
• Total hours / employees vs. Distribution of hours/employees – Answers: Am I getting new employees into the program? – % of hours by employee experience, tenure – Drive
targeted employee groups
• Comparisons by Location, Division– Answers: Where are my rock stars? Who can I leverage
to increase engagement of others around them? – % distribution of volunteer activities, hours
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Choosing the Right Metrics
• Stickiness: – Depth metrics:
• Avg. Hours / Activity / employee• Avg. Activities / Employee• Depends on your goals!
• Site Utilization : # Signups vs. Conversions– % of people who logged in that ended up
volunteering (Current Benchmark: Connection rate)
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Choosing the Right Metrics
• What Impact did we make on the community?– Histogram Distribution of Causes, Organizations
• Hours Total, Avg. Hours an employee volunteers / cause• Percentage of Total• Unique # Employees / % of Total Volunteering Employees
• Actions to drive: – How do we continue to make an impact and grow the
program?• Target employee population by specific cause, nonprofits that
are/have been popular• Context: Time of year, yearly trends (i.e. Children & Youth around
the holidays) to drive opportunities
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Visualizing Trends
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Benchmarking Metrics
• How am I doing?– Compared to my industry– Compared to companies of similar size
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Visualizing Trends
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Unique New Metrics to Consider
• Who are your most important volunteers?• Skills gained through volunteering• What happens after a special event—how
do the metrics change: Avg. # of activities signed up in the 30-days following a special event
…and much more!
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Communicating About Your Program
Audience Data
Employees Impact: Causes, Organizations Helped
Leadership Value of the program, growth, total hours—translate to $ value
Investors and the Public Impact on the community: who and quantify how much
Nonprofits Contribution: How many employees, how many hours
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Communications
• To Employees & public marketing: Getting and retaining new talent– Millenials & corporate impact– Chegg Research: Students respect companies that
exercise commerce with conscience, with 88% reporting "it is important for companies to give back to the community" and 80% reporting "it is important for me to buy from companies that have responsible business practices.“
• Chegg 2013 "Undercover With College Students" study
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Communications: Keep it simple
In times like these when unemployment rates are up to 13%, income has fallen by 5% and suicide rates are climbing I get so angry that the government is wasting money on things like collection of statistics!• From Hans Rosling’s The Joy of Stats
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Jake’s Tips for Communicating Data
• Email Updates/Newsletters: Paste graphs / charts, don’t attach!
• High level summary up front, on top / top left• If data doesn’t look good: Acknowledge it! Write a plan
to address. • Time series = line graphs• Proportions vs. Raw Counts• No more than 6 colors in a graph – and only by
categorical comparisons (i.e., location)– Red: Most important (badness)
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VolunteerMatch: Leading the Way
New Metrics Reports: What to Expect• New tools to re-conceive data presentation • Easier to find high-level data• More visually appealing• Interactive Web Dashboard• Live right within your VM site
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Thank you!
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For more information about the VolunteerMatch Client
Summit:
solutions.volunteermatch.org/summit