--- title: 6 data points your nonprofit organization is tracking wrong description: Strategic decisions backed by data can help boost nonprofit fundraising programs. But if they're built off incorrect or insufficient data points they may do more harm than good. image: https://blog.rkdgroup.com/hubfs/210107-RKD-6-data-points-your-nonprofit-organization-is-tracking-wrong-Doodle-v2.jpg --- [![](https://blog.rkdgroup.com/hs-fs/hubfs/210111-RKD-Groupthinkers-Rebranded-Logo-Blog-png.png?width=157&name=210111-RKD-Groupthinkers-Rebranded-Logo-Blog-png.png)](https://blog.rkdgroup.com) - [Solutions](https://rkdgroup.com/services/) - [Mid-Level Giving](https://rkdgroup.com/services/mid-level-giving/) - [Monthly Giving](https://rkdgroup.com/services/monthly-giving/) - [Lapsed Giving](https://rkdgroup.com/services/lapsed-giving/) - [Personalization](https://rkdgroup.com/services/personalization/) - [Connectors](https://rkdgroup.com/services/connectors/) - [Machine Learning](https://rkdgroup.com/services/machine-learning/) - [Marketing + Fundraising](https://rkdgroup.com/services/marketing-fundraising/) - [Audience Development](https://rkdgroup.com/services/audience-development/) - [Creative Services](https://rkdgroup.com/services/creative-services/) - [Data Management](https://rkdgroup.com/services/data-management/) - [Strategic Planning](https://rkdgroup.com/services/strategic-planning/) - [Analytics](https://rkdgroup.com/services/analytics/) - [Causes](https://rkdgroup.com/causes/) - [Animal Care](https://rkdgroup.com/causes/animal-care/) - [Food Banks](https://rkdgroup.com/causes/food-banks/) - [Health + Hospitals](https://rkdgroup.com/causes/health-hospitals/) - [Humanitarian](https://rkdgroup.com/causes/humanitarian/) - [Missions](https://rkdgroup.com/causes/missions/) - [Salvation Army](https://rkdgroup.com/causes/the-salvation-army/) - [Results](https://rkdgroup.com/results/) - [Acquisition](https://rkdgroup.com/results?cat=acquisition) - [Digital](https://rkdgroup.com/results?cat=digital) - [Mid-Major Programs](https://rkdgroup.com/results?cat=mid-major-programs) - [Advanced Analytics](https://rkdgroup.com/results?cat=advanced-analytics) - [Direct Mail](https://rkdgroup.com/results?cat=direct-mail) - [Multichannel Strategy](https://rkdgroup.com/results?cat=multichannel-strategy) - [Data Management](https://rkdgroup.com/results?cat=data-management) - [Media](https://rkdgroup.com/results?cat=media) - [Website Development](https://rkdgroup.com/results?cat=website-development) - [Resources](https://rkdgroup.com/insights/) - [Blog](https://blog.rkdgroup.com/) - [Benchmarks](https://info.rkdgroup.com/benchmarks) - [Webinars](https://info.rkdgroup.com/webinars) - [Ebooks + Research](https://info.rkdgroup.com/ebooks-research) - [Podcast](https://info.rkdgroup.com/group-thinkers-nonprofit-marketing-podcast) - [Field Guides](https://info.rkdgroup.com/field-guides) - [About Us](https://rkdgroup.com/about/) - [Leadership](https://rkdgroup.com/about/leadership/) - [Careers](https://rkdgroup.com/about/careers/) - [Let's Chat](https://rkdgroup.com/lets-chat/) #### Subscribe to our blog ### Subscribe to Email Updates ## Featured Post   [RKD Group](https://blog.rkdgroup.com/author/rkd-group) ## [What happens when a 'long shot' becomes the leader? | Susan Blouch, Lebanon Rescue Mission](https://blog.rkdgroup.com/what-happens-when-a-long-shot-becomes-the-leader-susan-blouch-lebanon-rescue-mission) “They are never going to give this job to a woman,” a friend told Susan Blouch. 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A third person (or maybe no one\[...\] [Digital Fundraising](https://blog.rkdgroup.com/topic/digital-fundraising) [SEO](https://blog.rkdgroup.com/topic/seo) [Digital Media](https://blog.rkdgroup.com/topic/digital-media) [Social Media](https://blog.rkdgroup.com/topic/social-media) [Data & Analytics](https://blog.rkdgroup.com/topic/data-analytics) [Read More](https://blog.rkdgroup.com/why-nonprofits-must-unite-seo-social-and-paid-media-in-one-strategy) ## Recent Posts [Data & Analytics](https://blog.rkdgroup.com/topic/data-analytics) # 6 data points your nonprofit organization is tracking wrong By [RKD Group](https://blog.rkdgroup.com/author/rkd-group) What’s the price of incorrect data? The loss of fundraising dollars and donors – the lifeblood of any nonprofit organization. That may sound extreme, but as we’ve discussed in many of our blogs and webinars, data is [the number one asset](https://blog.rkdgroup.com/want-your-fundraising-to-flourish-invest-in-your-data-strategy/) nonprofits have right now. And [quality data management](https://insights.rkdgroup.com/) practices allow you to make the [strategic decisions](https://blog.rkdgroup.com/using-data-to-guide-you-through-the-pathway-of-acquisition/) needed to provide a sustainable future for your organization. Audience modeling, personalization, ask arrays, digital ad targeting – these are all strategies that can help boost your fundraising programs. But if they’re built based off incorrect or insufficient data practices, they could do more harm than good. In this blog, we’ll examine six data points you may be tracking incorrectly and the impact they can have on your strategic decision making. ### 1. INCOMPLETE DATA ![1-RKD-Blog—6-data-points-Social-v1-2048x355](https://blog.rkdgroup.com/hs-fs/hubfs/1-RKD-Blog%E2%80%946-data-points-Social-v1-2048x355.png?width=2048&name=1-RKD-Blog%E2%80%946-data-points-Social-v1-2048x355.png) Insufficient data can not only lead to a negative impact on your net revenue, but also may result in a loss of quality decision-making, contamination of other data projects and decreased levels of internal trust. As we move to making decisions backed by data, having total – and trusted – data points at your fingertips when needed will propel you to the front of the race. ### 2. ANYTHING THAT IS INTERESTING BUT NOT ACTIONABLE We all love an interesting data point, but if it’s not actionable for your organization, it may be a waste of resources. Data should help you find alignment and make critical decisions. It should help explain *why* something occurred, not just *that* it happened. If it doesn’t provide insights, you’re likely tracking it wrong and may need to re-examine your processes. ### 3. FEEL-GOOD DATA POINTS ![2-RKD-Blog—6-data-points-Blog-image-2-v1-2048x355](https://blog.rkdgroup.com/hs-fs/hubfs/2-RKD-Blog%E2%80%946-data-points-Blog-image-2-v1-2048x355.png?width=2048&name=2-RKD-Blog%E2%80%946-data-points-Blog-image-2-v1-2048x355.png) If your traffic and clicks are driven by audiences who don’t donate or that you aren’t actively trying to engage, then you are wasting your time and energy on the wrong people. ### 4. REVENUE Not all revenue is equal. The full effort must measure income, cost and return on investment for each program. As we all know, different channels take different levels of investment. And introducing a new program or a new channel does as well. Identifying the critical differences in program maturity and value will help you determine the success of each of your investments. ### 5. DONOR LEVEL ENGAGEMENT Are you tracking donors across all channels correctly? Are you matching online and offline donors in a way that makes sense? There are many ways donors show engagement with your organization. By tracking engagement across all channels, you can get a true sense of how committed they are to your cause. ### 6. LAST YEAR, BUT NOT THIS YEAR While this is an excellent way to identify areas for improvement or ways to boost donor engagement, it can also put them in a box that doesn’t reflect their accurate giving patterns. Did they [give monthly](https://blog.rkdgroup.com/monthly-giving-programs-are-worth-the-effort/) and then suddenly stop giving? Do they only donate to emergency appeals? Are they classified as direct mail donors but are now giving through [donor-advised funds](https://blog.rkdgroup.com/donor-advised-funds-and-covid-19-the-donor-research-project-that-could-save-your-fiscal-year/) (DAFs)? There are plenty of factors that can drive behavior change from year to year. Don’t limit donor engagement because of this. Incorrect, incomplete and poor data management practices can cause harmful ramifications for your organization’s fundraising strategies. As we all move to a data-driven future, most of your decisions should be based on insights gleaned from these data points. If you can’t trust what your data is telling you, you’ll be setting yourself back in more ways than one. . ### [RKD Group](https://blog.rkdgroup.com/author/rkd-group) RKD Group is North America's leading fundraising and marketing services provider to hundreds of nonprofit organizations, including hospitals, social service, disease research, animal welfare, rescue missions, and faith-based charities. RKD Group’s omnichannel approach leverages technology, advanced data science and award-winning strategic and creative leadership to accelerate net revenue growth, build long-term donor relationships and drive online and offline engagements and donations. With a growing team of professionals, RKD Group creates breakthroughs never thought possible. [Follow me on Twitter](https://twitter.com/RKDGroup) #### Leave a comment: Previous ##### [Food banks see 623% surge in new donors during COVID](https://blog.rkdgroup.com/food-banks-see-623-surge-in-new-donors-during-covid) Next Post ##### [Animal welfare organizations show growth and stability through Q2](https://blog.rkdgroup.com/animal-welfare-organizations-show-growth-and-stability-through-q2) ### Search GroupThinkers ![](https://cdn2.hubspot.net/hubfs/459002/Assets%20Apr/magnifying-glass.png) [![GP FG - Blog Rail 340x340](https://blog.rkdgroup.com/hs-fs/hubfs/GP%20FG%20-%20Blog%20Rail%20%20340x340.png?width=340&name=GP%20FG%20-%20Blog%20Rail%20%20340x340.png "GP FG - Blog Rail 340x340")](https://info.rkdgroup.com/givingpulse-field-guide-q1-2024-access) [![MidYear Benchmarks-Sidebar_SolidGold](https://blog.rkdgroup.com/hs-fs/hubfs/MidYear%20Benchmarks-Sidebar_SolidGold.png?width=340&name=MidYear%20Benchmarks-Sidebar_SolidGold.png "MidYear Benchmarks-Sidebar_SolidGold")](https://info.rkdgroup.com/donor-trust-access) - Latest Posts - Popular Posts [What happens when a 'long shot' becomes the leader? | Susan Blouch, Lebanon Rescue Mission](https://blog.rkdgroup.com/what-happens-when-a-long-shot-becomes-the-leader-susan-blouch-lebanon-rescue-mission) [ Podcast](https://blog.rkdgroup.com/topic/podcast) [ Missions](https://blog.rkdgroup.com/topic/missions) [Rossi's Roundup: The fundraising landscape is shifting. 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