measuring the networked nonprofit
DESCRIPTION
*Watch or download the full webinar (with audio and slides) at: http://bit.ly/measurenpo Is your organization producing reliable, measurable data that supports your social media practice? Funders and board members expect to see results, so networked nonprofits need to focus on metrics that reinforce these online efforts. Measuring the Networked Nonprofit, co-authored by Beth Kanter and KD Paine, is an entertaining and useful book about the two processes that nonprofits need for success in a networked age: to become networked and measurement. In this free webinar, Beth Kanter shares ideas and tips from her new book, and is joined by Ashley Boyd of MomsRising (one of the featured case studies in the book) to share how they put the measurement frameworks described in the book into practice. In this webinar you'll learn: -How to lead with a networked mindset -How to build your organization's capacity to be networked one small step at a time -What it means to be data-informed -The 7 steps of measurement -Plus lots of useful and practical tips and tools for using measurement for learning and continuous improvement Presented by: Beth Kanter (www.bethkanter.org) Ashley Boyd (www.momsrising.org) Ryann Miller (www.care2team.com)TRANSCRIPT
Presented by:
Beth Kanter, Beth’s Blog
Ashley Boyd, MomsRising
Ryann Miller, Care2@Care2Team #C2Webinar
Measuring The Networked Nonprofit
about
Citizens use Care2 for:
Starting or signing petitions
Volunteering
Donating $
Spreading news
Commenting on blogs
Starting group (organizing)
Joining nonprofits
Nonprofits use Care2 for:
Recruiting Donors & Supporters
Traffic/Branding/Awareness
Advocacy
Building Facebook fan base
Becoming A Data Informed NonprofitThe 7 Basic Steps of Measurement
Data-Informed
7 Steps
Questions
Agenda
Beth Kanter: Master Trainer, Blogger, Author, ChangeMaker
Meet Keo Savon
I’m donating my author royalties to the Sharing Foundation’s Education Programto send her to college!
Ashley BoydCampaign Director, MomsRising
www.facebook.com/momsrising.org@momsrising@ashleyboyd
MomsRising.org
Mamás Con Poder
DenialFear
ConfusionDelight
Data Informed
The Five Stages of Measurement Acceptance in the Nonprofit Sector
Denial
I don’t have the time to measure.
Fear
What if my strategy or program doesn’t
show success?
Confusion I know I should measure our social
media and network, but not sure what or
how?
Delight Hey check out these cool charts
and graphics!
Data Informed
Successful networks and social media start with
measurement
What does the data say?
Data-Informed Culture: It starts from the top!
Do Something.org
Tear down those silos and walls around data …
More time think about that the data, then collect it
DoSomething.Org’s Fail Fest
Why did it fail?What did we learn?What insights can use next time around?
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, reporting, formal reflection process
Becoming A Networked Nonprofit: Maturity of Practice Model – Data Informed
User Poll?
Q: Where is your organization?
CrawlWalkRunFly
• Use experiments to help evolve
• Get started with a small data collection project that is high priority in your organization using the 7 steps of measurement
Advice for Nonprofits: Becoming Data-Informed: Change Is Easier With Small Bets
7 Measurement Steps
Measurement isn’t something you do once at the end ….
Strategy /Tactics• Goals• Target Audience• Measurement• Engagement/Content• Channels/Tools• Pilot• Budget• Timeline• Measurement
1. Goals2. Target Audience3. Time Investment4. Benchmark5. KPI6. Tools7. Sense-Making
Goal
Audience
Cost
BenchmarkMetrics
Tool
Insight
The 7 Simple Steps of Measurement
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 postKPI 8% virality and comments that indicate the people are more feel the organization more accessible
Increase enrollment in classes and attendance at events KPI 10% new students /attenders say they heard about us through Facebook
Benchmarks – other similar arts organization and national studies from NTEN
Tools: Spreadsheet, SurveyMonkey, FB Insights
30 minutes to analyze spreadsheet while planning content
Small Nonprofits Can Do This Too!
Define Success First
Goal
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
Don’t Start With Tools
Thank you!
www.bethkanter.orgwww.facebook.com/beth.kanter.blog@kanter on Twitter
www.measurenetworkednonprofit.org
Goal
Audience
Cost
BenchmarkMetrics
Tool
Insight
How Moms Rising Uses the 7 Steps
Step 1 – Define goals & results
• MomsRising Mission: To build a more truly family-friendly nation, as well as to work toward the economic equality of women and mothers.
• MomsRising Top Line Goals: Grow the movement, garner media coverage to change the culture, win legislative policy changes, engage with traditionally underrepresented communities, experiment and learn new online and on-the-ground tactics, and listen to and serve our members/our constituency.
Define Goals
Goal: Grow the Movement
Matching Key Result Area (#1): MomsRising is building a strong multicultural movement of people who care about family economic security and well-being.
Associated Metrics:
We Wanted to Learn So We Measured
How fast are we adding members?
New members per unit of time
Are we losing members? Unsubscribes per unit of time
Are we diversifying membership?
Collaborations with multicultural orgs
Step 2 – Define audiences
• Target audience = audience needed to achieve the specific goal and related Key Results Areas
• For Key Results Area #1 – “MomsRising is building a strong multicultural movement of people who care about family economic security and well-being.”
Step 3 – Define investments
New Wellness Wednesday Gathering
Fantasy • 1 hr/week• Unmet need for community• Instant draw for existing and new partners
Reality• 2-3 hrs/week• Not an instant “hit”• Challenging to get co-hosts and make compelling
Step 4– Define benchmarks
Step 5– Define metrics
Contact Management System Analytics
Website Metrics
Google Analytics & CMS Analytics
Social Media Metrics
TwitterFacebookTwitalyzer Klout
Qualitative Feedback
Step 6 – Data Collection & Tools
Step 7 – Analyze Results
Joyful Funerals Metrics Mondays
Goal
Audience
Cost
BenchmarkMetrics
Tool
Insight
How Moms Rising Uses the 7 Steps
Ashley BoydCampaign Director, MomsRising
www.facebook.com/momsrising.org@momsrising@ashleyboyd
MomsRising.org
Mamás Con Poder
Questions
thank you! questions? contact us!
Beth [email protected]@kanterwww.measurenetworkednonprofit.org
Ashley [email protected]@ashleyboyd
Ryann [email protected]@ryann