Beth Schultz

Red Cross Sees the Good in Sentiment Analysis

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ahdand
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Re: A new era for non-profits
ahdand   11/7/2011 11:23:32 PM
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Beth, I think its a very good and a positive sign to see NGos like Red Cross use analytics for their work. Normally they do the old fashioned manual way to make things less complicated for them but this is really good.

BethSchultz
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Re: A new era for non-profits
BethSchultz   11/7/2011 12:13:58 PM
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Absolutely -- and I think if you're an organization with the stature of Red Cross it behooves you to tap into the latest analytics trends and technologies to boost operational efficiency and effectiveness. 

Ariella
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Re: A new era for non-profits
Ariella   11/7/2011 12:08:43 PM
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Yes, even if your "customers" don't pay you, you still want to serve them as well as possible to improve organizational efficiency.

BethSchultz
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Re: A new era for non-profits
BethSchultz   11/7/2011 6:32:41 AM
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No doubt the Red Cross, like any other for- or not-for-profit business operation, can find multiple ways in which to benefit from effective use of analytics. However, Banafsheh, whom I interviewed, happens to lead the charge in using analytics to better understand and, therefore, improve the customer experience, so we didn't delve into how else the organization is using analytics. I think it's a great sign, though, that groups like the Red Cross are tapping into sophisticated analytics capabilities to improve the customer experience -- especially since in this case "customers" may also be the volunteers needed for operational success.

 

 

Zimana
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Re: A new era for non-profits
Zimana   11/7/2011 4:20:29 AM
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I second Datacrunch's point. I liked that the growth of nonprofits is highlighted (though I am currious as to how the growth breaks down by the kinds of non-profits, how many were launched and closed, etc.).  The increased competition is leading to the analytic applications, and it's an example how engagement becomes a branding effort.  Red Cross is showing how uniquely responsible they are with donations through this kind of reinvestment.

louisw900
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Re: A new era for non-profits
louisw900   11/6/2011 10:42:58 PM
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I think the  Red Cross is an excellent example of  how non-profits can gain from Sentiment Analysis, while this kind of analysis might not work for all companies, it certainly can benefit endeavors like the Red Cross.



davidmanheim
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Re: A new era for non-profits
davidmanheim   11/6/2011 7:44:19 PM
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I have to say that I think that the benefit of analytics for a nonprofit isn't in the fundraising, thought that might be effective. I think that if the Red Cross were to most effectively use analytics, it would be ideal to also look at other aspects of the organization - efficiency in recruiting volunteers, cost per effective benefit provided, perceived adherence to stated goals of the organization, etc.

DataCrunch
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Re: A new era for non-profits
DataCrunch   11/4/2011 4:27:44 PM
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With the economic downturn and funds becoming harder and harder to come by, these non-profit agencies have their work cut out for them in terms of fund-raising.  I can see how properly used analytics can help them with more focused and targeted fund-raising.   

Shawn Hessinger
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A new era for non-profits
Shawn Hessinger   11/3/2011 9:28:56 PM
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"In many ways, the not-for-profit sector has not ever had to think in this way," Banafsheh Ghassemi, VP Marketing for ECRM and Customer Experience at the American Red Cross, told me in an interview earlier this week. Ghassemi, who joined the organization a year and a half ago from the mobile industry, said she finds her role unique among nonprofits. "It's rare at best."

Beth,

It seems to me that, if this sort of thing is new to non-profits, they'll get the hang of it eventually. Like businesses, non-profits are attuned to the communities they serve. They will certainly be quick to seize on any tool that gives them better insight into that group. 

 

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