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For NPexperts series Webinar https://www.blackbaud.com/nonprofit-resources/npexpertsTRANSCRIPT
Measuring the Networked NonprofitBeth Kanter
Master Trainer, Author, Speaker and BloggerBlackbaud npEXPERTS Webinar Series
Beth Kanter: Master Trainer, Author, and Blogger
Winner of the 2013 Terry McAdam Nonprofit Book Award
Networked Nonprofits
Data Informed
How To MeasureSocial Fundraising
Agenda#netnon
Ask your question in the chat
Maturity of Practice Framework: Networked Nonprofits
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.”
CRAWL WALK RUN FLY
Where is your organization?
Linking Social with Results and Networks
Pilot: Focus one program or channel with measurement
Incremental Capacity
Ladder of Engagement
Content Strategy
Best Practices
Measurement and learning in all above
Communications Strategy Development
Culture Change
Network Building
Many Free Agents work for you
Multi-Channel Engagement, Content, and Measurement
Reflection and Continuous Improvement
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
The Data Informed Nonprofit
Crawl Walk Run Fly
Lacks consistent data collection
Data collection consistent but not
shared
Data from multiple sources
Org Wide KPIs
No reporting or synthesis
Data not linked to results, could be wrong
data
System and structure for data collection
Organizational Dashboard with
different views, sharing
Decisions based on gut Rarely makes decisions to improve
Discussed at staff meetings, decisions
made using it
Data visualization, real-time reporting, formal
reflection process
CWRF: Becoming Data Informed: What Does It look like?
AnalysisToolsSense-Making
Data-Informed Culture: It starts from the top!
Do Something.org
Data Nerds Partner with Staff
Tear down those silos and walls around data …
More time think about that the data, then collect it
HSUS Analysis Process:• Everyone gathers their data• We sit in a room and analyze it• The project manager develops a report of
“what we did/what we learned/what we recommend for next time “+ data
Scaling Data-Informed
Jogging!
2011: Not Using Source Codes for All Campaigns To Measure Social
Media Conversion
2013: Using Source Codes for All Campaigns To Measure Social
Media Conversion
140,000
120,000
100,000
80,000
60,000
40,000
20,000
140,000
120,000
100,000
80,000
60,000
40,000
20,000
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
Audience: Artists and people in their community
Show the human face of artists, remove the mystique, get audience to share their favorites, connect with other organizations.
Focused on one channel (Facebook) to use best practices to:
Increase engagement by comments per postConversations that made the organization more accessible
Increase enrollment in classes and attendance at events 10% new students /attenders say they heard about us through Facebook
Measurement Pilots: Small Steps
Crawl Walk Run Fly
Lacks consistent data collection
Data collection consistent but not
shared
Data from multiple sources
Org Wide KPIs
No reporting or synthesis
Data not linked to results, could be wrong
data
System and structure for data collection
Organizational Dashboard with
different views, sharing
Decisions based on gut Rarely makes decisions to improve
Discussed at staff meetings, decisions
made using it
Data visualization, real-time reporting, formal
reflection process
CWRF: Becoming Data Informed: What Does It look like?
AnalysisToolsSense-Making
Social Fundraising marries fundraising and social media to transform stakeholders into fundraisers for your organization
7 Secrets to A Well-Measured Social Fundraising Campaign
• Online Fundraiser for Surf Rider Foundation: $5,000
• Online Memorial Event: #OceanLoveEarl
Results: Fundraiser for Surf Rider
• Raised $5,563 or 10% over goal• 80% raised before the memorial event• 128 donors with 45% giving at minimum gift of $25, 43% donated
more than suggested gift• 92% were strong ties that I had a relationship with online or
offline only 2% had met my Dad• 8% were weak ties• 85% were converted to donors from Facebook• Most effective channels: thanking people publically in a social
way and email or DM customized ask• 5% made through Mobile App
Results: Online Memorial Event
• 143 people signed up for the Thunder Clap, 43% over the goal of 100
• “Social Reach” according to Thunder Clap was 1,058,410
• A total of 3,094 Tweets, Facebook Status Updates, or other social channel used the hashtag #OceanLoveEarl from 6/23-7/15
• The network analysis map revealed that there were other “hubs” or “influencers” in addition my personal network including the beneficiary nonprofit, Surf Rider Foundation, and individual influencers in my network.
Results: Online Memorial Event
A total of 1240 people tweeted with the hashtag #OceanLoveEarl on the day of online memorial – July 3rd
Content of photos of my Dad with personal stories performed the best in terms of engagementand invested $50 in promoted posts
Results: Online Memorial Event
• 84% of the Tweets, Facebook Status Updates, or other social channel that used the hashtag included a link – the most shared link was my blog post tribute, the memorial site, and Mashable article
• 54% of the Tweets, Facebook Status Updates, or other social channels that the used the hashtag were a RT or Share
• 25% of the Tweets, Facebook Status Updates, or other social channels that used the hash tag were a reply to @kanter
• 21% of the Tweets, Facebook Status Updates, or other social channels that used the hash tag included an personal story, photograph, or link about the ocean.
• There were 10 blog posts or Facebook posts by “influencers”
Results: Online Memorial Event
7 Things I Learned from Measuring Social Fundraising
• Set A Realistic Goal Based on Benchmarking• Don’t Set Minimum Gift Amounts Too Low • Use Social Proofing to Generate Donations
Before Asking• Offer Many Ways for people to Engage and
Participate• Leverage your Influencers• Use Promoted Posts As Reinforcement• Honor the Creativity of your Network
Set A Realistic Goal Based on Benchmarking
Don’t Suffer from Too Small To Fail
Social Proofing Helps Generate Donations
Offer A Continuum of Engagement
Higher:DonateShare A Personal Story About the OceanProvide Advice
Lower:Retweet LinksThunderClap
Leverage Influencers
Network Map of Influencers
Use Facebook Promoted Posts for Reinforcement
Honor the Creativity of Your Network
7 Things I Learned from Measuring Social Fundraising
• Set A Realistic Goal Based on Benchmarking• Don’t Set Minimum Gift Amounts Too Low • Use Social Proofing to Generate Donations
Before Asking• Offer Many Ways for people to Engage and
Participate• Leverage your Influencers• Use Promoted Posts As Reinforcement• Honor the Creativity of your Network
Thank you!
www.bethkanter.orgwww.facebook.com/beth.kanter.blog@kanter on Twitter
Questions!