measuring the networked nonprofit

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

Meet our Presenters

Beth Kanter@kanterwww.bethsblog.orgwww.measurenetworkednonprofit.org

Ashley Boyd@ashleyboyd@momsrisingwww.momsrising.org

@Care2Team #C2Webinar

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

Video

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 Kanterbeth@bethkanter.org@kanterwww.measurenetworkednonprofit.org

Ashley Boydashley@momsrising.org@ashleyboyd

Ryann Millerryannm@care2team.com@ryann