Video: How Nonprofits Can Communicate Community Value in 2025 | Duration: 2388s | Summary: How Nonprofits Can Communicate Community Value in 2025

Transcript for "How Nonprofits Can Communicate Community Value in 2025": Hello, everyone. Thank you so much for joining us today. We're gonna get started in just a few minutes. Feel free to get comfortable, maybe grab some afternoon coffee, and settle in. We're gonna get started in just a second. Hello. Hello. Hello. If you're just joining us today, thank you so much. We're gonna get started in just a minute. Feel free to get comfortable. Maybe grab a snack. We're gonna get started. Awesome. I think we have quite a few friends on the call here, so I think we can go ahead and get started with just a fun question that I wanted to get us thinking about. If we wanna go to that next slide, I would love to ask, what metrics are you guys using to communicate your community value today? Feel free to drop your thoughts in the chat here, just to reflect on how your organization is measuring and sharing its impact today. This is gonna really help set the stage for our conversation. So feel free in that chat section. Let me know what metrics do you use to communicate your community value today. I know I've heard from some organizations that we use tracking increase in membership joins, yep, surveys. Emails. Yep. Awesome. And, also, be thinking about too, you know, what results are you looking for from those surveys or those emails? What metrics are you looking to communicate outwards? That's gonna be a part of the story that we're gonna tell today. Yep. Emails and the website. Yep. Absolutely. Awesome. Perfect. Surveys, community support, scholarship figures. Yep. Yep. These are all really great. Awesome. Thank you guys so much. Yeah. This is this is gonna tie perfectly into what we're gonna be discussing here. So I'd like to go ahead and and we'll go ahead and get started and introduce both myself and my co presenter for today. So my name is Kira McMillan. I lead the nonprofit demand marketing here at Daxko. And joining me is Neil Tandy. He's the sales manager at FOR Global. Neil is a global expert in helping facility operators and wellness centers unlock growth and business insights through data driven strategies. And together, we're really excited to share how nonprofits can communicate their value more effectively in 2025. So next, I'd love to showcase what we're gonna plan go through today. So first, we're gonna dive into Daxko's latest insights and trends. We've been tracking these quarter over quarter for the year, and we have a quick roundup from q 1 through q 3 of this year. And then we're gonna explore how social value reporting is actually becoming a game changer in the nonprofit space. We're gonna share some real world examples of both what a social impact report could look like and what that impact looks like to could look like to your nonprofit organization as well. And then finally, we'll open it up for questions and hear your thoughts at the end. If you guys have any questions as we're going through the presentation, though, please don't hesitate to throw them either in the chat or in the q and a section. Like I said, we have that section at the end, to answer any questions that you guys have. So let's go ahead and get started at looking at some of the key trends that we've seen throughout the year. So when we're looking at active memberships, the demand, the participation, within both for individuals and for households as well, I know that's not noted here, but both for people and households, active memberships have grown, quarter over quarter. We've also seen the demand for both childcare and camp services continue to grow. We've also seen some slight changes in some of the engagement patterns, which has actually been a little bit surprising with the way that the world has kinda shifted over these last couple of years. We've seen actually there's been an increase in demand for those in person facility check ins and actually a decrease of those virtual check ins. And so with some of those slight engagement pattern changes, and and also the revenue trends that we've been identifying as well, Something that we see, even beyond these, you know, basic metrics that we're tracking, you know, we use, you know, some basic, models, you know, methods in order to track some of these metrics. Like, you guys have all mentioned, email surveys allow us to see, you know, what services people are looking for today. But even beyond some of these basic numbers, what we've seen is that there's actually an emerging trend for communicating your value beyond, some of those basic metrics. And, actually, it's starting over in Europe. And so, actually, in Europe, social impact reporting has become more of a standard best practice for nonprofits to demonstrate how they're contributing back to the community. And it's actually starting to gain momentum over here in the US, because it allows organizations to more effectively communicate their value to both their stakeholders, which, of course, is gonna allow you guys to secure funding. And so why does this matter? This is gonna, of course, strengthen the case for funding by showing more measurable outcomes of the impact that you make in your community. It provides quantifiable data on that community impact, which allows you to be more transparent with your constituents, with your stakeholders. And, of course, that enhanced transparency is gonna allow for more engagement because you're able to see the actual tangible benefits of the programs and services that your organization is able to provide. And so now that we've set the stage, I'd love to explore this concept a little bit further, introduce for Global, and, some examples of how this has made an impact to other non profit organizations so far. Thank you, Carla, and lovely to meet you all. Hopefully, we can, as Carla said, give you some extra information and extra ways to really start to evidence the impact alongside your emails, your surveys, and your other aspects that you're using to really track your community impacts. But to be able to do that, I wanna kind of just quickly go through the kind of evolution of how this trend has emerged across UK and across Europe, and as as Karl said, very much more now coming into North America, South America, the Middle East, where it's definitely expanding. So For Global as a whole started as a sports consultancy company, mainly working on major sports events. And so what we were looking there was a range right away from cities and governments bidding for these major sports events all the way through to tracking legacy, looking at what was that impact of that major sports event. And very quickly, it became apparent that lots of these cities, governments, weren't collecting that data to be able to actually evidence any of that impact. And so, ultimately, what a lot of that came, came out of that was a a platform called the Data Hub, which is the largest repository of physical activity, participation. Now with over 5,000,000,000 data points, collect from, in the UK alone, over 3 a half 1000 facilities, kind of worldwide. It's it's it's multitudes of that, where we are then looking at anonymized data and looking at the physical activity levels, providing a range of insights for those facility operators, organizations, and governments on physical activity levels, how they look to, increase those, how they look to monitor those. But a lot of it is how to how to impact them and how to show that impact. How is this done? It's a lot of integrations with a range of different, providers from wearables to ledger man management systems like our our partnership with Datsko, where we're bringing in that data to be able to provide you, non for profits like yourselves opportunities and ways to be able to evidence that impact that are backed by academics, and are providing a, data driven storytelling rather than just being subjective information or the number of people that are passing through kind of your facilities. So a lot of this, background was where we partnered with a, university called Sheffield Hall University, and a company called Experian, where we're then starting to look at demographics and looking at risk factors around health and those wider impacts that are created through physical activity. So the kind of evolution of social value, if you say, and and and our growth, the concept is very much kind of penned especially in the UK, on with us, return of investment back in 2010 where we were very Sport England were very much looking at showing what is the wider impact of physical activity. Okay. We all know being in the industry, physical activity is great, and it has wider ranging impacts to our individuals that are using facilities, but also the communities. But we've never been able to put a number to it. So Sport England, who are one of the well, they are the largest funder of non for profits in the UK. They commissioned Sheffield Hall University to to do some research and start to go, right. Let's have a look at all of the research, and let's be able to pull a academically back number to the impact of physical activity. And so what through all the research, what they started to look at was looking at individuals' risk levels of these different, noncommunicable diseases, crime, and a range of different health conditions to be able to then go, right, what is that impact? What is that reduction of these due to people doing physical activity and hitting those WHO guidelines of a 100 and 50 minutes? So what they were able to do is then to show, come 2014, once all that research was done, was actually put a quantifiable impact in pounds or dollars, sorry, old habits die hard there, sorry, in dollars. And then also the number of cases of each of these different health conditions that have been saved because people are doing physical activity. And so these non for profit, facilities and public facilities were then able to actually show, right, we have x 1,000 people coming through our facility, but we've also stopped x percent or x amount of diabetes cases and y amount of 1,000,000 of pounds worth to the health service, to the justice system. And so what they were able to do as it kind of moved, if you move right along that timeline in front of you, is very much then starting to be able to use it as a metric to then report on their impact, which was then backed and, kind of what's another word? Backed. Apologies. I've lost my words. Kind of confirmed by government and wider bodies that actually this is a valid academic measure of the impact that is being created through physical activity at these particular facilities. And so we'll go into a few use cases in a bit, but a wide range of use cases across the UK, across Europe, across the Middle East, and even Canada where organizations, operators have then been able to use this, social value figure and the number of cases along with number of people that have been impacted, to be able to leverage different amounts of funding, to be able to leverage new facilities being open, to be able to ensure that their investment is in the right place, to be able to impact their communities as much as possible. So before we go into those case studies, what is social value, I just wanted to very quickly jump into that a little bit more. Because ultimately what we're looking at here is through the participation data for each member, so we're looking at age, gender, ZIP code, and activity type, What we're then looking at is that why the datasets of, demographic, mosaic segments, so who are they, what are those risk factors, and then there's been analysis on an individual level of each individual's risk factors of a range of different nonclinical diseases. So there's a range of 7 within the America specific one. As I said, this is very much, expanded from a UK version out to a range of different regions now. And so we have a North America specific calendar looking at the individual prevalence rates based on CDC data, census data as well around their risk of crime, and different aspects. Where we are then looking at each individual's risk factor, we are looking at, right, what is that reduced risk factor due to them doing a 150 minutes of physical activity. And then what does that mean? Because somebody's had that reduction of, let's go with stroke or dementia or diabetes, what is that monetary figure that's been able to be attributed to those savings, and what are the number of cases that as a whole we have been able to save? So as an to give you one to make it nice and clear. Based on my age, gender, and location, my risk of, I don't know, type 2 diabetes is 40%. Now because of the all that participation information that's being gathered, we know that I'm hitting my 150 minutes a week on average. And so my through all the research at Sheffield Hallam University did, my risk factor has dropped to 20%. We then have fixed costs from all the research that Sheppard and Hallam have done on what are those treatment costs that have been saved because my risk factor has dropped from 40% to 20%. So cost of insulin, cost of seeing a doctor, those sorts of aspects. So we can then put a monetary figure to that to really then show that value of physical activity and being able to provide non for profits, public organizations that extra, data source on top of their participation, on top of their subjective, stories that I'm sure you've got from a lot of your patrons, and to really add to the armory of look at what we're doing in our community. Look what we could do if we had more. And this really becomes, a a big thing when we start to then look at the ripple effect of social value and how it has then ex expanded from a range of different markets. So the top was kind of touched on a little bit around, the UK, where it's then massively used from a range of operators using it on individual basis to get investment for certain sports, certain programs. You've then got national governing bodies of sports associations using it to show how much value their sport is creating, all the way through to your national operators, in Spain using it to show how much value they're creating and that wider piece around, right, how much money we save in those local communities. 2, again, in the top right, you'll see, the fitness industry, in Canada have done that for all of their members as well to then really be able to show, right, what is what is that value of all of our members, all that physical activity that's happening. And you'll see there are some, staggering figures there for those wide datasets, which in a second, we're gonna jump into the sorts of things that you can start to show and that you can really start to leverage. But a lot of this ripple effect we've seen, as I said, starting 2010 from the UK, and then it's kind of moved and kind of spread its wings as such, across Europe, through the Middle East, coming across to South America as well, really heavily used in Peru as well, and then across the North America, where it's Canada, and now very much coming into, North America. And this is where very much the partnership with Glatto has really started to make sense and where we wanted to come together to be able to help use our experience with working for non for profits, to make it easier for you to be able to show what you're doing in those communities and show that impact. And then work with DASCO as a large, number of your, yeah, as I said, customers in that nonprofit. We want to be able to really work together to be able to show that impact that you're making, to really come together to help leverage, not for profits, the wise, of all their large impact to help with a range of different opportunities, whether that's funding, whether that's, talking to your board, which we'll get onto in a second, and those different aspects. So it's all very much around making it as easy as possible for you to be able to show your, impact. And so this is where we integrate with, the Vault. So all it all it takes from you is a a signature on a data processing agreement, which is in line with all the North American regulations to be able to then pull all that data, and we can then create these reports from you without you having to do any sort of, data manipulation or anything like that. So we're trying to make it as easy as possible for you to be able to evidence your impact across your community. And so what's that in it for you? What does that look like? Clara touched on a few of these aspects a little bit earlier right at the start, But I think the big pieces you can get from having that monetary figure, having this academically backed number of cases that you're preventing really starts to give an extra metric when it comes to delivering quantifiable data for sponsors and donor, donors. So you're highlighting those cases of prevented, diabetes, dementia, health cost savings. We're looking at how much money this funding has saved. And so it really starts to then add and provide that extra ROI for your funders, for your donors, for your sponsors. So let's go, right, you've got x amount of people active because of your sponsorship, whether that's a program, whether that's a membership, as well as then, right, it also, over 12 months, prevented this many cases or save this much money to the local community or those individuals because they're not having to pay for health, health care. Very similarly, you can support those business cases when you're looking at, right, we need to open up some funding for new programs, for new facilities. It can really give you some of that ROI and really give you that return on investment of, like, if we do this, this is the sort of numbers we can expect to see back. And what we can then also do through the reports that are created, you can actually then start to monitor and evaluate it as well. So this is very much more than just a one off piece. It's very much more, like, we're then gonna monitor it. We're gonna evaluate it. How do we make it bigger? How can we increase our impact? And we can really then really start to show that value. What I think it really powerfully does as well is it enhances that internal communication, whether that's with your members and patrons of showing, right, come more often, look at what it does to preventing your, risk of these different health conditions, look at the cases that were saved because people were physically active, hitting those WHO guidelines through to members of staff and showing, look at all of their hard work does, look at what it does to reducing those cases. The difference it does make really adds a, another metric to those subjective stories you potentially got from your, patrons as well. And then the last piece is all around and I know you're wise a massive on this. It's very much seeing, physical activities prevention focus rather than, always thinking about cure and medication. Because what we're showing here is just by being physically active, come into the facility once, maybe twice more, we can really start to drive that prevention, the topic, and we start helping towards conversations with insurance companies, with corporations, and driving people to our facilities to be active because, ultimately, they're gonna drive down their costs because we're preventing different cases and preventing a range of cases to be able to then do that. So what what is that gonna look like for you? So through this partnership, we're looking at producing reports, where we're looking at showing that social value impact that you are creating across a time span. Typically, this would be a 12 month time span, but that is kind of up to you. It needs to be a minimum of 3 months. What we're then looking at is showing your specific social value participants. So that's a number of people that, that have created some sort of social value, as well as then the number of cases that are prevented associated to each of those noncommunicable diseases. So for example, if we've got a a donor or, a local council or or city have really got this drive on type 2 diabetes or dementia, we can really powerfully go right academically, medically backed, figures. We can really then start to go right. This funding, what we're doing is saving x amount of dementia cases. It's impacting this many people. Really powerful to be able to actually really show that wider value and really be able to show and back up why that investment's needed, why that program's doing so well along with your potential own reporting systems around number of people, occupancy, utilization, those aspects. This really be able to provide a a really powerful another metric to be able to, speak to. So that sort of number of cases prevented and the number of individuals that have been impacted in somehow and impacted and created some sort of social value. What you then go to look on is that performance, that monitoring, and that evaluation. So here we you then choose a benchmark period. So previously, potentially the 12 months previously. And on Carver's figures, that she was showing on those trends of increased people returning back to the facility, and increased number of times to those facilities really then speaks towards that social value. Right? WHO guidelines of a 150 minutes are what really creates those large amounts of social value, which we know then returns or comes back to people coming to the facility more often, retention, increased revenues as well. And so what we then start to look at is monitoring and evaluating that over a 12 months period that you can then benchmark it. So we're then looking at, as you'll see, the social value participants, we can look at that growth again. Another way of really evaluating and monitoring how we're performing, total cases prevented, that total social value, and then your social value per person as an average as well. So, again, a really nice use case of, right, we had extra funding in the 2nd year, and look at the difference that has been made. So this really starts to lean it towards this isn't just a one off figure that's reported on. It's very much an ongoing, monitoring, evaluating to make sure it is going up and to work on different ways of how can we make sure it's going up. Are we getting the most at need, the high risk individuals? Are they coming often enough? And we can really start to then monitor and evaluate it and really use it partly regularly to be able to, evidence our impact. The last piece of the report is then really looking at benchmarking, where each of those figures on the first two pages, you would get overall for your whole why association, and you would get it individually for each site as well. What you would then get is that benchmarking piece where you're then looking at comparing your, sites year on year, but then also looking at a nice overview of comparing sites versus site as well so that you can evidence growth as I've already touched on it. Monitor and evaluate that impact. What we can also do is then best practice share, and we can start looking and go, right, what has this site done that's increased their social value? And what potentially can have other sites do to do that? Can they copy that? And we can then strategically all work together to be able to really evidence the biggest amount we can on social value. And so just aware of timing, and we wanna make sure we got questions and those sorts of things. But before we kinda jump into anything like that, I do wanna share kind of a few real stories, real impact that has happened, across a range of different areas. I think I won't read through those because, you can read those out. But while you're kind of looking through those, I wanna really touch on a a city in London called Manchester. They use a lot of our social value products and a lot of our solutions to be able to, look towards where their funding's going. And so Manchester is a population of about 500,000 people, and they've got about a 123 sites, communities that are providing for their, sorry, communities, facilities that are providing for their communities. And over the holidays, they run a half program, which is a holiday activities and food program. And so this is for underprivileged children that normally would get free school meals, but because they're not at school, they aren't having any they don't get lunch. And so what this this program does is it provides funding to these different voluntary facilities and these community facilities to be able to run these activities and support the food for these children to be able to have lunch over the holiday periods. And now what MCR did and Manchester did is they used social value as one of their key or sorry, the key KPIs. That makes no sense. Their KPIs as the social value that's being created from this funding. So evidence to the government, to the wider council of how important these funding this funding is. And so what they've then been able to do is then grow that funding and grow the number of young individuals that they can get to as well as the number of communities and the number of volunteer organizations that they've been able to support doing it. Okay? And so they've been able to grow this across their size, and every single, holiday at schools now, it gets bigger and bigger, and they're able to show this wider impact that they're making through this. So almost just 5 bullet points. I'm not gonna kind of, sit on these for too long. It's very much a lot of what we've spoken about already previously, but it is very much what could this mean for these nonprofit wellness centers like yourselves in in North America. Okay? As you've already touched on, really help with that increased sponsored sponsor and donor engagement so they can see that impact that return on investment that they're getting for their, sponsorship, for their contribution to the community. The stronger business case development when it comes to looking at, we need investment in programs, we need investment in facilities, improve stakeholder communication. And I think the big piece is really, growing your impact. Right? At the moment, we've got a range of different KPIs you're using to to show your impact. This is really adding one more string to that bow and then being able to monitor and evaluate on a regular basis really quickly and easily through the integration with our with the partner Daxko means that these reports are done for you ready to go off of live, data straight from your facilities that make it nice and easy for you to monitor, evaluate, and evidence the impact that you're making. So I just wanna leave a quote here from, Avila from Central Maryland, who is currently going through the process of get guessing their first report. And I just wanna highlight, as I'm not aware, it's quite a long quote, and I would recommend and please, read through it. But I think the big pieces is is looking at that last paragraph of looking at what their aim is to do with it and where they're really looking to aim to demonstrate to their teams the importance of the daily contributions upon our communities. They're really looking at showing the members the tangible benefits of staying active. Okay? So that's that internal communication. Really important, whether it's to patrons, whether it's to, boards as well. And then the other piece of really providing third party funded donors and potential partners with evidence of their significant ROI. So the outwards value as well, reinforcing the value of investing in that mission and how long direct positive outcomes felt by the communities that they are in and that they are serving. So I'm gonna stop talking for a second just while, you you can read through that. I think, there is a QR code in a bit to register those. There there I think we're gonna ask a question, Cara. Is that correct? Oh, you're on mute, Cara. There we go. Am I here now? Yes. You are. My goodness. It's the notorious being on mute. Exactly. I think, we'll go ahead. We can transition over to the next slide here. But before we wrap up here, I just want to leave everybody thinking about the power of what these real stories are, like backed by some real data. We shared some examples of how that social value reporting has already transformed the way that organizations are able to demonstrate their impact, and it really just reminds us that, like, every data point that we bring is just another person, a family, or a community that's really experiencing tangible benefits from the programs that each one of you are offering. And that's really what makes social impact reporting such a powerful tool to amplify your mission and also secure the funding that you need in order to grow. And so if you're as excited as I know we are, at Dax Daxko about the potential of social impact reporting, I would really encourage you guys to take the next step, whether that's just starting a conversation with your team or connecting with Neil and the For Global team by scanning this QR code to learn more about the for Global and Daxko partnership and how we can support your journey. And, yes, Melissa, I saw your question about if you'll send this presentation out after the session ends, we will. We'll get that with it. You'll get that within 24 hours of the webinar. Awesome. We'll open it up for questions now. Any questions that we thought of throughout the call? I know it's a lot to think about. Some really exciting stuff. It's a lot. Definitely. And that's why we're here to support. Like, we're here to support you with experts we've done on this, as I said since 2010. We've very much been bare the forefront working with, public sector facilities, operators, councils, and and governments really to be able to show this. So we're here to support on that on that journey because it is a very it is you would be thought leading. You would be very much, yeah, thought leaders and and innovators within within the sector for sure. And I think it's a great opportunity to be able to really drive the non for profit sector, health and facilities for sector forwards. Yeah. And, Mary, I'm very happy to I I see your comment here. We're really happy to follow-up with those as well. We this partnership with 4 Global is important, and it's definitely a trend that we're seeing emerging, and so we wanted to bring this content to you all to see that this is a trend that we're seeing, because it is, something that we have seen has been really impactful to other partners like the Y in Central Maryland in communicating the value out to communities. But we'll certainly follow-up with you, and and I appreciate your feedback on next content that we can create. Awesome. And then I see a question here. How do you receive and integrate data from Daxko into the social value report? No. Definitely. So we're we're as I said, we're integrated via API into the vault. So the Datsko vault, well, the data's stored. And, ultimately, a as I said, data processing agreement is signed by the, the y or the operator of the facility, and then that's the vault is opened, and then we can feed that data, all anonymized data. So not age, it's just age, gender, and ZIP code of the individuals, and then their physical activity information that comes through for the time period that has been kind of requested through the different reports. So nice easy. And then we had another question from Maria on how we can collect the data. So, Maria, if we're talking around the data that's being collected to on the physical activity levels, that is taken straight from Datsko. So that's very much, if that's program bookings, whether that's swiping into facilities, that's how it's typically taken, or whether it's, as I said, a rental of a room or those sorts of pieces. We're getting that straight from Datsko that is then pulled through. If it's on the other side of it where how you receive those reports, those reports are received through, a a PDF report that is then sent across to you as well. Awesome. By the looks of it, it was the first one. So excellent. Awesome. And I, yeah, I think you should have a follow-up question there on what criteria should be used to collect the data. So really on the criteria of data is really looking at, what is physical well, yeah, physical activity because, ultimately, to be aligned with the WHO guidelines, anything needs to be of moderate intensity of activity to help towards that reduction of risk of, those different health conditions based around the WHO guidelines and the academic research that Sheffield Hallam University have done. And with Dina, to answer your question, so, ultimately, this is the initial research that Sheffield Hallam University have done where there's enough research to be able to academically review it all on national datasets. So there are opportunities to widen this. At the moment, as we kind of went through, there are the 7 different noncommunicable health conditions, which we're looking at, which is coronary heart disease, stroke, type 2 diabetes, breast cancer, dementia, colon cancer, and then depression. But I said there are opportunities for these to expand, very much across the UK. You've got those 7 as well as then crime rates, education, and what the sport and physical activity do to education as well, as well as, as I said, the crime rates and same as the justice system. They're all different for the different markets, currently based on the data that's available. So there are opportunities and potential for that to grow definitely. I know it already is in Canada. And then I see another question here. What role do you, does this idea of social value play in evolving reporting capabilities and enhancing the impact measurement for nonprofits? I think so, really, this this starts as kind of that starting point, very much of any evaluation piece where you are then looking at, right, what is the impact? This is the line of sight. How could we then move forward? So it's very much adding to your metrics of being able to go by. This is what we're doing now. How can we then move it forward? And this is where they're monitoring, evaluating of it comes, as well as then gaining more insights as your knowledge becomes or as we yeah. Knowledge becomes further, we can then start to look at, right, what are those impacts? And we can start to look at, number of people that are active compared to not active within your membership base. How can we start to drive those to be more active to then start to improve that? Where are they coming from? Are we targeting the right areas within our community to get those individuals that are high risk so we can have that biggest impact? And it then becomes much more than a reporting piece. It very much becomes, like, what is that strategy? How can we build that strategy around it? Where you then get those deeper insights. Yeah. Awesome. This is really great. Thank you guys all for these wonderful questions, and thank you also for joining us today. With this new partnership with FORK Global, we're really excited, to be just a part of this global trend that we're seeing and the difference in how nonprofits can communicate their value, and also here just to support you and and seeing the impact that you guys I know are gonna continue to make. Thank you so much, and we'll see you guys next time. Thank you. Thank you.