In 2021 at Wellbeing of Women, reporting was manual, ad-hoc and reactive to senior stakeholder requests, rather than being strategic. Reports were siloed and based on vanity metrics. Most staff were unable to access or interpret data that was held in different systems, requiring reliance on technical expertise.

Working with staff across all teams, at all levels, I used NCVO’s digital maturity matrix as an assessment, and Wellbeing of Women agreed that data was one of the areas they needed to improve on.

I led a co-creation project to develop Wellbeing of Women’s organisational measurement framework, ensuring metrics were meaningful and based on objectives from their 5-year strategy.

Then, alongside a developer, I designed and built an integrated live data dashboard based on the measurement framework, pulling in financial and digital metrics from Wellbeing of Women’s CRM, website, email platform, custom spreadsheets, ad platforms and social media channels, with space for written insights to be added.

Now, non-technical staff can access live data from multiple places at-a-glance, improving their understanding of user needs and the impact of different marketing activities. They are able to use these insights to inform their strategy across multiple teams. Staff no longer have to rely on others to access metrics, or wait until a scheduled regular report is produced. And, less time is spent on producing reports for senior stakeholders.

One example of this in practice is that teams could easily see what content was performing well organically via top content blocks, helping to inform content, campaign and fundraising strategies.

If your organisation would like to optimise your reporting, and achieve data-led decision making, get in touch with me at beth@bethgranter.com