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Measuring the Networked Nonprofit
- 1. Peer Learning Group 1: Measuring the Networked Nonprofit: Action Learning Project Session 3: Feb. 25, 2013 Beth Kanter, Visiting Scholar, Social Media and Nonprofits The David and Lucile Packard Foundation Organizational Effectiveness Program
- 2. Welcome! If you experience any technical difficulties logging into the system, please contact Ready/Talk Customer support: 800.843.9166 Please use *6 to Mute your conference line While we are waiting, play with the chat: Type in your name, Only the organization, and location. I’ll do the moderator roll call. Take this time to jot down can see you notes in your wiki journal. chats
- 3. Participants: Roll Call AAPIP American Civil Liberties Union American Leadership Forum - Silicon Valley Arts Council Silicon Valley Community Foundation Santa Cruz County *7 unmute COMPASS * 6 mute Exhale GlobalGiving Grantmakers for Effective Organizations Ibis Reproductive Health International Women's Health Coalition Kuumbwa Jazz Leadership Learning Community Leopold Leadership Program Marine Science Institute PACT Population Action International Roots of Change Stanford Social Innovation Review The Encore Fellowships Network (hosted by encore.org) United Way Silicon Valley Upwell, incubated by Ocean Conservancy WildAid Young Invincibles
- 4. This call is being recorded *2 Flickr Photo by Malinki
- 5. Peer Learning Group 1: Measuring the Networked Nonprofit: Action Learning Project Session 3: Feb. 25, 2013 Beth Kanter, Visiting Scholar, Social Media and Nonprofits The David and Lucile Packard Foundation Organizational Effectiveness Program
- 6. Beth Kanter and Stephanie Rudat
- 7. Agenda • Reminders and Recap • Define Goals, Audience, and KPIs • Action Learning Projects: Peer Share • Next Action Steps and Next Session Only the Tweet your moderator can insights see you chats #netnon
- 8. Peer Learning Program Outcomes • 50% (12) of participants design, implement, and document an action learning project that improve results of social media strategy through measurement • Participants generate six case studies of how nonprofits can measure social media effectively that are published on Beth’s Blog and/or presented during a call • 50% (12) of participants improve baseline level of maturity for one or more CWRF Measurement Indicators and average for group increases by .5 point
- 9. Measurement Indicators: 50% improve at least one by .5 Score: 1.67 Score: 2.21 Score: 2.38
- 10. The Wiki http://measure-netnon.wikispaces.com/ 24% have written in your wiki journals! Thank you
- 11. Stealth Measurement Closed Facebook Group
- 12. Office Hours: Optional • Coaching for Action Learning Projects • Coaching for Presenting on Call • 30 minute sessions • https://my.timedriver.com/4QHZG
- 13. The 7 Simple Steps of Measurement Goal Insight Audience Tool Metrics Cost Benchmark
- 14. Result KPI - Metric Increase donations % reduction in cost per dollar raised Increase donor base % increase in new donors Increase number of % increase in volunteers volunteers Increase awareness % increase in awareness, % increase in visibility/prominence, Positive correlation between increase in donors vs. visibility Improve relationships with % improvement in relationship scores, existing donors/volunteers % increase in donation from existing donors Improve engagement with % increase in engagement (comments stakeholders on YouTube, shares on Facebook, comments on blog, etc. Change in behavior % decrease in bad behavior, % increase in good behavior Change in attitude about % increase in trust score or relationship your organization score Increase in skills and Increase in revenue per employee, knowledge of staff Learning % employees understanding their roles and organizational mission
- 15. Hooking Up Your Measurement Dashboard
- 16. Measuring Your Content: Flying Goal: Grow the Movement MomsRising is building a strong multicultural movement of people who care about family economic security and well-being. Need To Know KPI Are we adding new members? Increased New Members Are we losing members? Decreased Lapsed Members Are we diversifying Number of Collaborations membership? with multicultural orgs
- 17. Growing the Movement: Web Site and Email Metrics Website Metrics Google Analytics & CMS Analytics
- 18. Growing the Movement: Social Media Metrics Social Media Metrics Twitter Facebook Twitalyzer Klout
- 20. Evaluating Your Key Performance Metrics Easy Hard Not Useful Useful
- 21. Evaluate Your Key Performance Metrics: Useful • If you collected this metric, how many people in your organization would care? 1: No One ………………………………..……….. 5: Everyone • To what extent would tracking this metric help you make better decisions? 1: Not at all………………………………………..5: A Great Deal
- 22. Evaluate Your Key Performance Metrics: Ease of Collection • Are you currently tracking this metric? • Can it be easily and quickly captured or exported into a spreadsheet? • Can you easily summarize or analyze this metric? • If qualitative data, can you easily and quickly do a content analysis manually or with an automated system?
- 23. Action Learning Project: Design Template • GOAL • ORGANIZATIONAL CONSENSUS • AUDIENCE DEFINITIONS • SMART GOALS/KEY PERFORMANCE METRICS • BENCHMARKS • COSTS • TOOLS • INSIGHTS Please upload a description of your Action Learning Project answering the questions on the template by March 1st!
- 24. Action Learning Project: Global Giving Goals KPI To proactively engage more -Improvement of deeply with “core donors” conversation quality on Twitter -Increase in quality conversations To get inspire donors to -increase in applause rate amplify Global Giving -increase in conversation messaging/campaigns rate -increase in amplification To increase donations and -increase $ by x% number of projects donated to
- 25. Action Learning Project: Global Giving Setting up an experiment to test the question: • Does doing proactive engagement with our most dedicated Twitter followers (donors) inspire them to amplify Global Giving Campaigns/Messaging or result in increased donors. • Is the time invested in engaging with donors like this worth it? Experiment involves 1: Donor Social Activity/Influencer Research (Chapter 12) 2: Creation of Scale for Conversation Quality (Chapter 8) 3: Efficient and automated tracking processes and data jujitsu for grabbing data from database, Twitter, and tracking tools.
- 26. Action Learning Project: Peer Share Community Foundation of Santa Cruz County Project: Measure engagement on our blog Goals KPI Donors will give time and/or % increase in volunteers money to us or a cause they % increase in $ donations care about Professional advisors will % increase in referrals from connect their clients to us and professional advisors network Nonprofits will sign-up for % increase in workshop workshops and find it easy to registrations apply for grants from us % increase in grant applications
- 27. Associated Blog Metrics: To What End? Result Metrics Analysis Question Consumption Views Does your audience care about the topics your Referral Traffic from Social content covers? Are they consuming your content? Engagement Shares Does your content mean enough to your Comment Index audience for them to share it or engage with it? Action Referrals Does your content help you achieve your goals? Sign Ups Revenue Dollars Does your content help you raise money, recruit Donors Volunteers volunteers or save time? Tools: Google Analytics, Excel, Social Sharing Widgets
- 28. Action Learning Project: Peer Share ACLU AMERICAN LEADERSHIP FORUM EXHALE GEO GLOBAL GIVING IBIS IWHC KUUMBA JAZZ LEADERSHIP LEARNING COMMUNITY MARINE SCIENCE INSTITUTE STANFORD SOCIAL INNOVATION REVIEW ENCORE FELLOWSHIPS UNITED WAY OF SILICON VALLEY UPWELL WILDAID
- 29. Poll: Defining Your Action Learning Project Case Study Project Finished Implementing, Not Finished Designed, Not Implementing Started designing Not Started
- 30. Action Learning Project: Reflection • What is unclear? What do you need to do to further define your action learning project? *6 mute Type into Chat * 7 unmute Only the moderator can see you chats
- 31. Next Session Next Session March 18, 2013 1:00 PM PST Measuring Engagement and Influence Action Learning Project Description Use the design template and upload a copy of your description to the wiki by March 1st or email to me Need help? Book a coaching session https://my.timedriver.com/4QHZG
Notas do Editor
- Welcome. This is the very session for this project and I’m thrilled that you have decided to participate in this learning journey. I look forward to learning a lot from you. Today’s call is an orientation to the program and an opportunity for you to ask questions.Give my gratitude the The David and Lucile Packard Foundation for supporting this project and my work …
- Every few minutes as we get started, tech support reminder, type into the chat, roll call
- Because this is our first call, I’m going to run down the names of the organizations and have everyone say their name – so we can hear each other’s voices. I won’t be doing this for every call – we will get into grove where you should arrive 5-10 minutes early and announcement yourself. If you arrive after the call is underway, let us know you are hear by using the chat.
- http://www.flickr.com/photos/malinki/2621920871/sizes/o/Start recording about 2 minutes late to let people join *2
- Welcome. This is the very session for this project and I’m thrilled that you have decided to participate in this learning journey. I look forward to learning a lot from you. Today’s call is an orientation to the program and an opportunity for you to ask questions.Give my gratitude the The David and Lucile Packard Foundation for supporting this project and my work …
- Here’s a little bit about me – blogger, author, trainer.A lot of my work lately has been designing and facilitating peer learning networks about becoming networked nonprofits and social media– the photo there is a cluster of Packard Fdn. Grantees that focus on family planning … I was in Delhi in June for the start up – an intensive boot camp, followed by remote assistance. There’s were great lunches there, so to avoid people falling asleep … I made them move. The hotel had beautiful three story staircase and they had do laps … so if you do training – incorporating movement and interaction helps people learn and we’re going to do a lot of that today!
- This is our agendaRoll CallThe 7 Steps of Measurement: OverviewTechniques for Identifying Success and Getting Consensus On MeasurementAction Learning Projects: What is your idea for an Action Learning ProjectReflectionNext SessionHomework from Last CallReview your CWRF Assessment and the information on your wiki profile pageWrite in your Wiki JournalWhat area of practice do you want to improve and how could that be part of your action learning project?What small measurement project would help your organization create a measurement habit?What is your initial idea for an action learning project? – we’ll pause along the way for questions.
- These are the measurement indicators that were on the baseline survey and have been used to guide the content of the peer learning groupsBut since the focus is on improving your measurement skills, I’m only go to measure and report on the three measurement indicators …….
- Each session will include the following related to each best practice: Framework Examples Additional How To Resource Wiki will have links and resources as well as links to notes from call Hub for Journals and Over the Shoulder Learning Wiki will be updated with resources suggested or used by participants during the calls or office hours
- http://www.flickr.com/photos/lentzstudios/3878525551/
- HubSpot Sources tool brings it all together!
- Easy to collect, difficult to actionUse
- -Applause Rate – how many people like the content enough to click on it-Conversation Rate – reply or mention-Amplification – number of increase RTs in aggregate
- -Applause Rate – how many people like the content enough to click on it-Conversation Rate – reply or mention-Amplification – number of increase RTs in aggregate
- http://beth.typepad.com/beths_blog/2009/01/using-metrics-and-insight-harvesting-to-track-and-improve-your-blog-content.html
- ACLULook at increasing our number of Facebook followers in states where we don't have a lot of traction (most of our FB followers are in NY and CA) but we often want to mobilize people around state legislation in the Midwest or south. Some metrics could be- an increase in followers, increase in positive comments and/or more likes/shares other engagements.American Leadership ForumWould like our project to be informed by results of recent three-month pilot in which all staff participated in social media (November 2012 – January 2013)ExhaleHow well does our Twitter following understand “Pro Voice” conceptGEOIdentify how to strategically use three new opportunities:New video/multimedia capabilitiesLinkedIn GroupHuffington Post blogIBIS: One of Ibis's goals is to develop strong partnerships with advocates who can disseminate our research and who are best positioned to utilize our research to make change Figure out a way to better measure who is talking about us and the reach of our work. The result we'd want to measure is related to this institutional goal of engaging in partnerships with advocate groups on the ground, and the first step might be to figure out which advocate groups are currently sharing our work and what work they are sharing. The anticipated result might be to increase online engagement with advocate groups with the anticipated value being increase dissemination of our work with key groups able to utilize it. IWHC: Working with partners on various women’s issues and doing several weeks of targeted campaign to DOS/Kerry to put women's issues on his agenda. Measure how well social channels does to support this activity.Kuumba Jazz: 2013 sees us implementing a new concert series which is tailored for a different audience demographic than our usual programming. It seems likely that most of the social media dialogue for this new brand extension will take place on twitter, for which a new account has been created. At this point I think some positive metric tracking for the action learning project would be a general increase of followers and people engaging, as well as hashtag trending, and ultimately ticketing and attendance for the new events.he Leadership Learning Community is considering a 2 pronged focus for our Action Learning Project, and will be running it by the group, Beth, and our Staff for feedback.In May, LLC is hosting a national convention: Creating Space 2013. First, we plan to promote the event through email, social media, and print campaigns. Our main focus would be to measure campaign results, and registration outcomes. Secondly, we plan to develop a social media network of event participants. Our secondary focus would be to measure participation and engagement of event registrants. It is important to us to be able to gather a diverse group of participants from leadership development programs, as well as funders, evaluators, researchers and consultants. It is equally important that we provide ways for participants to network with other stakeholders and remain connected for purposes of learning and collaboration after the event. We are in the process of designing our project plan with the conference design team and our staff, but hope to have our design ready to share by the 2/25 class. We would love to hear if folks in our peer group have experience using Ning or another social platform for a conference or large event!Creating Space | X 2013Focus 1 > Promote the event through email, social media, and print > Measure campaign results, and registration outcomes“WHY?” We want to know what ‘works’ in terms of driving event registration, and getting people talking about the event (We are inviting up to 300 registrants from leadership development programs, funders, evaluators, researchers and consultants to share ideas and build connections)Focus 2 > Develop a social media network specifically for this event > Measure participation and engagement of event registrants“WHY?” We want to connect event registrants with one another via a social media platform (Our event literature promises: You will have the opportunity to network with other stakeholders and remain connected for purposes of learning and collaboration.ENCOREWe have a pretty good idea of the project. One of the key success factors for Encore Fellowships is an ongoing supply of great Fellow applicants. We typically use a variety of outreach methods to find strong candidates: word of mouth, traditional media (PR), online posts (VolunteerMatch, Idealist, LinkedIn Groups, etc.), and targeted emails. Our programs are continually testing new methods and variations of the above, and one that we think has particular merit is a combination of email and word of mouth - a "Refer a Friend" email campaign. But rather than just launch it, I think it's a good measurement experiment. We are setting up ways to track the campaign, including using an email service with analytics, adding URL parameters to the links that we can capture on the application site, and tracking site traffic during the time before, during and after the trial campaign. We will run multiple waves over successive weeks in order to test variations on the messaging and subject line of the email.
- http://www.flickr.com/photos/cgc/5259321/sizes/m/