Quantitative vs. Qualitative

Behind every set of numbers is a narrative that tells the story of those numbers. Back of every goal achieved is an archive of stories that tells how the goal was successfully reached. Now, technically speaking, in your donor management system behind quantitative data there is qualitative data that helps you better understand the quantitative. We're talking numbers versus words. Or rather, numbers and words working together to tell a full, complete story.

Quantitative data are, for example, the number of gifts you solicited, the total amount of those gifts, and the total of each individual gift. The number of donors you have. The goals you've set as a team.

Qualitative data are the notes, actions, steps, tasks that tell the story of the gift a donor gave - the reason they gave, bits of conversation, the tone of the visit, and the insights communicated to name just a few. Qualitative data can also come in the form of the collective story of a group of donors and how they helped build a new performing arts building, fund a special initiative, or step up in an emergency.

These two type of data, when leveraged together, are powerful tools in helping you reach your goals and make plans for future fundraising efforts.

The successful data management team makes sure both are available to fundraisers. The successful fundraiser is one who blends both into their asks AND updates qualitative data (the story) as it is gathered.