For many small charities and community groups, working with data can feel overwhelming. The Charity Digital Skills Report (2024) found that over half (52%) of small charities want more support to use data for storytelling, while 43% are prioritising help with analysing and making sense of data.
Other research highlights similar challenges. Findings from Superhighways and Think Social Tech show that for small charities and community organisations, limited capacity (in terms of limited budget, limited time for data work, limited access to devices, and limited access to the right tools) is a major barrier to making progress with data. As a result, their data journeys are often described as feeling like ‘one step forward and two steps back’.
But despite these challenges, data presents an opportunity for everyone. It can make a huge difference to how small organisations operate, communicate, and grow.
Why does data matter?
It strengthens your story
Whether you are applying for funding, designing a new service, or demonstrating the impact of your work, data strengthens your story by adding clarity, credibility and evidence.
Data can take many forms, from numbers and percentages, to case studies and quotes. When used well, it can help you:
- Show the needs of the people and communities you support
- Highlight your reach and impact – what you are doing, who you are helping, and what is changing
- Communicate clearly with funders, policymakers, partners and other key stakeholders, helping them understand and value your work
It supports better decisions
From knowing who you are reaching to understanding what’s working well, data gives you the insight to plan more effectively and make informed decisions.
Data-driven decisions can include:
- Choosing where to deliver services based on local needs
- Identifying which groups are underrepresented or underserved
- Adjusting services based on feedback
- Prioritising activities that deliver the most impact
- Planning for the future based on trends and evidence
It empowers the people you support
Collecting data from your service users or local community isn’t just about numbers, it’s about strengthening real voices and showcasing lived experiences. By gathering data directly from those you support, you can:
- Highlight the issues that matter most to them
- Make sure their experiences shape the services they use
- Support your advocacy efforts with evidence
Data can help your community sit at the heart of your work. It can make your campaigns more powerful, your services more responsive, and your organisation more transparent and accountable.
Getting started
You don’t need expensive tools or large datasets to start working with data. Start small and focus on what’s useful for your organisation. And remember you’re not alone. More and more voluntary and community sector organisations are recognising the value of data, and there’s a growing network of support available to help you along the way.
Collecting your own data
Collecting your own data can be as simple or as structured as you need. Forms, surveys, and feedback tools are an easy way to begin collecting data – and platforms like Microsoft Forms, Google Forms, and SurveyMonkey offer free or low-cost options.
You can also learn a lot from your social media channels. Social media analytics can show who you are reaching and what content resonates with them. Website data can help you understand how people are engaging with your services or resources.
Talking directly to service users is another powerful way of collecting your own data. Speaking to people about their experiences through interviews or focus groups can help you develop case studies that bring your data to life with real voices and experiences.
Before collecting any data, it’s important to:
- Define your key questions. What are you trying to learn or demonstrate?
- Set clear objectives. How will the data support your work?
- Make sure you have informed consent. It’s important to use the data responsibly and ethically, and follow GDPR
It’s also worth noting that you may already have valuable data at your fingertips. Existing spreadsheets, attendance records and service user feedback or stories can all be used to draw meaningful insights.
Analysing and visualising your data
Once you’ve collected your data, the next step is to make sense of it – spotting patterns, understanding what’s working, and identifying opportunities for improvement. It’s also about communicating your insights clearly to others.
You don’t need to be a data expert to get started. There are accessible and free or low-cost tools that can help.
Spreadsheet software like Microsoft Excel and Google Sheets are great for basic analysis, creating tables and building simple charts. You can use them to calculate totals, track trends over time, or filter information.
Data visualisation tools like Flourish and Datawrapper help you present your data in engaging and interactive ways. These tools are useful for creating different types of charts and maps that can bring your data to life.
Using open data
If collecting, analysing or visualising your own data feels too big to tackle right now, open data can be a really helpful starting point. It allows you to access existing information that can help you understand the needs of your community, support funding applications, and put your work into a wider context.
Check out our blogs earlier this week on London-specific data sources and Volunteering trends and research for examples of where to find reliable datasets and research.
Learning from others
There are plenty of free or low cost webinars, training, and online resources to help you build your data confidence.
Here are some providers offering support specifically to charities and community groups:
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