 What's the value of data to a nonprofit? Why should I even bother with it? Data is famously valuable to tech companies like Google and Facebook because it lets them help advertisers create incredibly compelling messages, convincing their customers to buy. While nonprofits don't typically sell ads, the core value of data is actually the same. Nonprofits can use their data to create incredibly powerful messages, convincing people to take action and advance the mission. Most nonprofit budgets go into program expenses, communications, advocacy, a range of efforts aimed at reaching key audiences, providing them with value, and enlisting their help in achieving some goal. Data can help with any of these, helping identify the right people faster, figuring out what content will resonate with them best, and finding the best ways to reach them or keep them engaged over time. Nonprofits today are competing in the same marketplace for mindshare, trying to engage with people whose expectations are set by technology titans. Data can help these organizations keep up and remain relevant in this increasingly competitive landscape.