Tackling inactivity with customer relationship management software for non-profits and charities

Edited by Chris Girdlestone

Last Updated: 09 January 2020

Tackling inactivity in UK communities is a key aim of Sport England and associated Active Sports Partnerships. Our web-based Customer Relationship Management (CRM) system for non-profits has been designed and built in collaboration with two Active Sports Partnerships with the aim of providing tools for boosting productivity, assessing effectiveness and assisting report generation regarding the impact of activity in their networks and communities.

This article attempts to explain the ways in which Mantle can help Active Sports Partnerships incorporate the Tackling Inactivity Design Principles into their everyday work whilst also improving the way they operate and report back to key stakeholders.

What is Mantle?

The key aspect of Mantle lies in providing the ability to log and share all of the activity your teams are undertaking within their network and within communities. The activity can be of varying types, and the platform provides tools which allow users to enrich this data by assigning the activity to projects, programmes/campaigns, organisations and contacts, identifying the strategic aims the activity tries to address, or by utilising the powerful tagging system which can include anything from the demographic engaged with, the behavioural patterns participants are demonstrating, to the CCG area(s) the activity related to.

This provides two key benefits:

  1. All teams can see real-time information which acts as a running commentary for the organisation. The days of everybody storing their contacts in spreadsheets and duplicating effort are gone - this information is available immediately, on the go, anywhere.
  2. Mantle makes it extremely simple to extract information relating to anything that has been input into the system. This means that identifying key outcomes for case studies, or measuring the change in, say, behaviour of a certain demographic over a defined period of time becomes a case of clicking a few buttons.

How does Mantle help us to understand the nature of inactivity and behavioural change?

It is impossible to work to fully understand a subject when there is no information from which to draw conclusion or analysis. The same can be said of understanding the nature of inactivity and the behavioural change associated with progress. Every individual, community, and network is different - and what might work well for one demographic in one region may not work so well in another region.

Mantle provides you with the ability to manage your own tags and different types of objective. In the case of inactivity, we would suggest utilising a tag structure similar to the following:

  • Nature of Inactivity
    • Doing Nothing
    • Not Doing Enough
    • Lacks Intensity
    • No Longer Active
  • Inactivity Change Behaviours
    • Pre Contemplation
    • Contemplation
    • Preparation
    • Action
    • Maintenance

A typical use of this scenario would involve the creation of a project, perhaps with the aim of increasing activity for adults aged between 40-60. The project would be set up similar to the following:

Strategic Aims

Tackling Inactivity

Tags

  • Region
    • West Norfolk
    • North Norfolk
  • Demographic (Age)
    • 40-49
    • 50-59
  • Nature of Inactivity
    • Doing Nothing
    • Not Doing Enough
  • Inactivity Change Behaviours
    • Pre Contemplation
    • Contemplation

Organisations / Stakeholders

  • Alive Leisure

The activity trail for this project would likely begin by being tagged as the following to illustrate the general consensus of the participants during the early stages of the project:

Nature of Inactivity -> Not Doing Enough
Inactivity Change Behaviours -> Contemplation

However by the end of the project, if somewhat successful, we would likely start to see the shift towards participants being active, or perhaps lacking intensity but taking positive steps. We might see the general behaviour shift towards Action or Maintenance. It is clear to see how this will help us to assess the impact this project has had towards its goals, but how do we analyse this over a period of time?

"Over time we can quantify the impact of our activity and identify trends, as our advanced reporting tool allows us to focus in on specific data points. Whatever it is you wish to analyse, Mantle makes it easier."

How does Mantle help to measure the impact of our activity towards behavioural change?

We’ve seen how we might log activities that indicate a shift in behavioural change, but it’s important to consider that it wouldn’t be possible to digest this information if we are talking about a wide-scale, distributed effort over a long period of time and a far-reaching set of communities. Mantle is centred around measuring impact and we do this through the analysis of outcomes. Each activity provides the facility to create and link an outcome. An outcome allows users to log an impact (positive or negative) score in the form of a contextual statement against the various strategic aims of the project, organisations involved in the project or the Active Sports Partnership as a whole.

The beauty of this is that we can, over time, quantify the impact of our activity and identify trends. Our advanced reporting tool allows you to focus in on specific data points, so for example, if we want to analyse the overall success of our efforts to tackle inactivity in 2019, we might see that at the start of 2019 the communities we engaged in were mostly Doing Nothing, but by the end of 2019, they were mostly Lacking Intensity. Perhaps we have been engaging with multiple demographics, and we wish to group our demographics rather than assessing it as a whole. Maybe we’ve only just started working in a specific region, say East Norfolk, and this is skewing our results as progress is at an early stage, so we can pinpoint our case-in-point to West Norfolk and North Norfolk. Whatever it is you wish to analyse, Mantle makes it easier.

We’re not quite done yet!

We’ll be presenting this information at a talk in March 2020, so we’re still working on making this as clear as it can be. If you want to be notified each time we update the article, please contact us and we’ll be sure to let you know.

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