Data analytics for the third sector: Charities, non-profits & NGOs

I’m passionate about using data analytics to help address some of the world’s most pressing problems. I believe I can go a long way towards this goal by providing analytics for charities, NGOs, and the third sector.

As a charity or non-profit, the reality is that resources are often very stretched. Data analytics – especially digital/web analytics – can be left behind, as it is a specialised skill that can be very expensive. Yet the third sector often has the most complex and diverse range of activities, content, and projects to evaluate and optimise.

That’s where I come in.

After launching our new website at Scottish Book Trust in 2019, we wanted to enhance our web analytics capabilities. Daniel very quickly got up to speed with our organisation and what we were trying to achieve. He developed a detailed analytics audit which we worked through with him to improve our setup and use of Google Analytics and Google Tag Manager. Alongside this Daniel was integral to helping us improve our approach to our mobile app analytics.

We found Daniel easy to work with, approachable and very quick to deliver results.

Samantha MacKinnon
Samantha MacKinnon

I offer a very flexible service based on demand that rises and falls, so I can be there to help track and analyse key initiatives or campaigns, without the overhead of an in-house digital analyst or agency retainer.

I'm keen to extend my client base into the third sector - in particular, the development sector - where I'd be delighted to work on any projects with positive social or environmental impact by providing analytics to charities and similar. My interests include international development, water access, sustainability, circular economy, climate change, renewable energy, urbanism, education, and the digital economy.

However, I'm open to hear about any and all projects with tangible impact in making the world a better place!


Analytics for development charities at Oxfam & WaterAid

I have extensive experience of charities and international development. Around four years of my career was spent as a trusted global expert in digital analytics at Oxfam and then WaterAid.

Major successes were winning industry awards for optimising Oxfam's donation process, and heavily contributing to a global website redesign and rebuild at WaterAid. Providing analytics for charities is a key speciality of mine.

I appreciate the complexity and nuance of working with charities, and can help with a wide range of analysis projects from marketing and communications to advocacy and engagement. I even have experience of qualitative development programme analysis and have worked on data projects beyond digital. For example, at WaterAid I automated the collection of granular water and sanitation data from a ministry website for the Swachh Bharat (Clean India) mission.

Research & qualitative analysis: MSc International Development

I hold an MSc in International Development from the University of Edinburgh (2018). This gives me a perspective on development challenges through a social science lens, which, allied with my data and tech skills, has huge potential to affect real change and support efforts towards the Sustainable Development Goals.

For my master's thesis primary research, I spent 2 months in Mexico working with The Hunger Project, an international NGO focusing on supporting community-led development, increasing dignity, reducing inequality, and enabling people to reach their potential. My research centred on projects to improve water access through rainwater capture systems. The research was very much focused on collecting and analysing qualitative data through interviews and workshops across different communities and within the organisation itself.

Japan scholarship focusing on international development

In 2019, I was the proud recipient of the Thomas Blake Glover ASI Scholarship. This involved spending 2 months in Japan to promote links between Scotland and Japan through language study as well as professional and cultural exchange. While there, I met with some leading development agencies in Japan, including the Japan International Cooperation Agency (JICA) and the Japan Waterworks Association.

The experience deepened my international knowledge as well as insight into the development sector. Such perspective I believe is a valuable asset to any analysis or evaluation involving development or social impact programmes.

Freelance data analytics for charities and non-profits

Our project at Stroke Association involved a detailed web analytics audit, producing highly useful insights and recommendations on how to improve our setup and use of Google Analytics. As a trusted expert in digital analytics, Daniel was able to get up to speed with Stroke Association’s needs, deliver an audit, and walk through his findings with the team, all within a short timeframe.

This has given us a strong platform to improve our insight from Google Analytics and I would highly recommend Daniel’s specialist data analytics services to other charities and large organisations.

Kate Harvey – Short
Kate Harvey

In my freelance work, I have also worked with various third sector organisations and charities to provide web analytics services, including Stroke Association, Scottish Book Trust, Assist Social Capital, and Newcastle University. I've provided a wide range of digital analytics consultancy, from training and data tracking to campaign analysis and dashboards. This has mainly focused on Google Analytics and Google Tag Manager, although essentially I am platform agnostic. For example, with Assist Social Capital I worked with bespoke local community websites to understand and profile the user base and help to visualise engagement.

I truly believe that my combination of skills and ambition to make a difference could yield transformational change for your third sector organisation. I also offer discounts for non-profits.

Please don't hesitate to contact me today!

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