Measuring the Networked Nonprofit: Keynote Social Media 4 Nonprofits Conference
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How and Why To Measure Impact, Not Likes Beth Kanter, Master Trainer, Author, and Blogger Social Media for Nonprofits Conference October 11, 2013
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Transcript of Measuring the Networked Nonprofit: Keynote Social Media 4 Nonprofits Conference
How and Why To Measure Impact, Not LikesBeth Kanter, Master Trainer, Author, and Blogger
Social Media for Nonprofits ConferenceOctober 11, 2013
Beth Kanter: Master Trainer, Author, and Blogger
@kanter
Winner of the 2013 Terry McAdam Nonprofit Book Award
• Online Fundraiser for Surf Rider Foundation • Online Memorial Event: #OceanLoveEarl Virtual Paddle Out
Source: Surf Rider Fdn
• Raised $5,563 • 128 donors with 87% donating suggested entry
gift amount or more• 85% converted from Facebook• 62% were strong ties• “Social Reach” according to Thunder Clap was
1,058,410 • 3,094 people used the hashtag #OceanLoveEarl
from 6/23-7/15• 30 influencers that shared, donated, or
participated
Go Beyond Just Counting and Learn from Your Data
Raised $5,563 or 10% over $5,000 goal
128 donors with 87% donating suggested entry gift level or more
Social Proofing Helps Generate Most Donations
• Most effective channels: thanking people publically in a social way and DM ask
• 85% converted to donors from Facebook
Offer A Continuum of Engagement
Higher:DonateShare A Personal Story About the OceanProvide Advice
Lower:Retweet LinksThunderClap
Get Influencers To Leverage Networks
There were 11 blog posts or Facebook posts by “influencers” modeling the different levels of engagement
Use Facebook Promoted Posts for Reinforcement
Used promoted to increase reach of event participation timed to Mashable post
Honor the Creativity of Your Network
The Data Informed Nonprofit
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
140,000
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140,000
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60,000
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Shark Week 2010 Shark Week 2011 Shark Week 20120
200,000
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1,000,000
1,200,000
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1,800,000
133,167
745,030
1,683,670
One Metric That Matters: Increase Shark Conservation Conversation
Nonprofit Social Media Measurement Practice
Goal
Audience
Cost
BenchmarkKPI
Tool
Insight
Measurement Discipline
Pick The Right Data Point to Track Results
Data Literacy: Collect, Clean, Analyze, Visualize, Apply
• Sentiment• Messaging
ContentAnalysis
• Attitudes• Preferences
SurveyResearch
• Traffic• Engagement• Action
Analytics
Pick the Right Tool To Get the Right Data
Analysis Skills
Now That’s A Spreadsheet!
http://fuckyeahnpspreadsheets.tumblr.com/
Step 7 – Analyze Results
Joyful Funerals Metrics Mondays
Reflection and Improvement: Learning from Data
1. Measurement discipline but not at the expense of being networked – balance serendipity with strategy, relationship building with discipline
2. Linking social media to outcomes requires silo busting for both effective strategy and metrics
3. Data literacy - work with experts but also improve staff skills
4. Go beyond counting your data, learn from it
Summary
Thank you!
www.bethkanter.orgwww.facebook.com/beth.kanter.blog@kanter on Twitter
