draper richards kaplan foundation webinar
TRANSCRIPT
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Becoming a Networked NonprofitBe Networked, Use Measurement, and Learn from Your Data
Beth Kanter, Master Trainer, Author, and Blogger
November 12, 2013Draper Richards Kaplan Foundation
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Beth Kanter: Master Trainer, Author, and Blogger
@kanter
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Photo by Steve Goodman2007
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2012
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2012
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BroadbandMobile Social Networks
3 Digital Revolutions
NGO Photography
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If you can’t fly then run, if you can’t run then walk, if you can’t walk then crawl, but whatever you do you have to keep
moving forward.”
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CRAWL WALK RUN FLY
Maturity of Practice: Network Nonprofits
Linking Social with Results and Networks
Pilot: Focus one campaign or channel
Incremental Capacity
Ladder of Engagement
Content Strategy
Best Practices
Some measurement and learning in all above
Communications Strategy Development
Culture Change
Network Building
Many champions & Influencers
Multi-Channel Engagement, Content, and Measurement
Reflection and Continuous Improvement
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Maturity of Practice: Crawl-Walk-Run-Fly
Categories PracticesCULTURE Networked Mindset
Institutional SupportCAPACITY Staffing StrategyMEASUREMENT Analysis Tools AdjustmentLISTENING Brand Monitoring Influencer Research ENGAGEMENT Ladder of Engagement CONTENT Integration/Optimization NETWORK Influencer Engagement Relationship Mapping
1 2 3 4
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CWRF Tracker
“It helps us put some focused attention into our strategy and practice. I’ve set some defined goals and areas where we might be able to leap to the next level. It isn’t realistic to jump in all of the categories.”
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A Networked Mindset: A Leadership Style
• Leadership through active social participation • Listening and cultivating organizational and
professional networks to achieve the impact • Sharing control of decision-making• Communicating through a network model,
rather than a broadcast model• Openness, transparency, decentralized decision-
making, and collective action. • Being Data Informed, learning from failure
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The Social CEO: In Service of Strategy
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One Tweet by Director = 1,000 by Staff
Open and accessible to the world and building
relationshipsMaking interests, hobbies,
passions visible creates authenticity
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Different Voices
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Leveraging Networks
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Are you thinking this?
You want me to make the time to Tweet? Who has time?
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SOCIAL INTEGRATED INTO ALL DEPARTMENTS
This is too much work!
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Hybrid Model Staffing: Tear Down Those Silos
Source: SSIR – Mogus, Silberman, and Roy
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I have work to do! Can finally tweet about our programs from my personal
account!
SOCIAL MEDIA IS PART OF EVERYONE’S JOB!
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@rdearborn works for UpWell and she LOVES sharks.
Leverage Staff Personal Passion In Service of Mission
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http://www.bethkanter.org/staff-guidelines/
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The Data Informed Nonprofit
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Data-Informed Culture: It starts from the top!
Do Something.org
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Tear down those silos and walls around data …
More time think about that the data, then collect it
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Creators
Critics
Collectors
Joiners
Spectators
Adopt Pet
Donate to
Shelter
Volunteer at Shelter
Take photos at Shelter and share
online
Download App
Promote Campaign
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140,000
120,000
100,000
80,000
60,000
40,000
20,000
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140,000
120,000
100,000
80,000
60,000
40,000
20,000
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Shark Week 2010 Shark Week 2011 Shark Week 20120
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
1,600,000
1,800,000
133,167
745,030
1,683,670
One Metric That Matters: Increase Shark Conservation Conversation
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Nonprofit Social Media Measurement Practice
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Go Beyond Just Counting
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Goal
Audience
Cost
BenchmarkKPI
Tool
Insight
Measurement Discipline: But Start Small
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Pick The Right Data Point(s) To Track Outcomes
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Results Value MetricIncrease donations More efficient fund raising % reduction in cost per dollar raised
Increase donor base More revenue from a more diverse base
% increase in new donors
Increase number of volunteers More gets done,Less burden on existing volunteers or staff
% increase in volunteers
Increase awareness Increase donors/volunteersChange in behavior
% increase in awareness,% increase in visibility/prominence,Positive correlation between increase in donors vs. visibility
Improve relationships with existing donors/volunteers
Better management, more stable finances
% improvement in relationship scores,% increase in donation from existing donors
Improve engagement with stakeholders
Better feedback and ideas for innovationBetter understanding of attitudes and perceptions of stakeholders
% increase in engagement (comments on YouTube, shares on Facebook, comments on blog, etc.
Change in behavior Achieve the mission % decrease in bad behavior, % increase in good behavior
Change in attitude about your organization
% likely to volunteer or donate increases
% increase in trust score or relationship score
Increase in skills and knowledge of staff Learning
Improved results from intangible to tangibleUsing best practices, saving time
Increase in revenue per employee,% employees understanding their roles and organizational mission
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Data Literacy: Collect, Clean, Analyze, Visualize, Apply
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• Sentiment• Messaging
ContentAnalysis
• Attitudes• Preferences
SurveyResearch
• Traffic• Engagement• Action
Analytics
Pick the Right Tool To Get the Right Data
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Step 7 – Analyze Results
Joyful Funerals Metrics Mondays
Reflection and Improvement: Learning from Data
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1. Different stages of maturity, requires incremental steps to improve organizational practice
2. Measurement discipline but not at the expense of being networked – balance serendipity with strategy, relationship building with ROI
3. Linking social media to outcomes requires silo busting for both effective strategy and metrics
4. Data literacy - working with experts and improving organizational skills
5. Go beyond counting your data, learn from it
Summary
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Thank you!
www.bethkanter.orgwww.facebook.com/beth.kanter.blog@kanter on Twitter