Measuring the Networked Nonprofit: Using Data to Change the World
Beth Kanter, Katie Delahaye Paine
Format: PDF / Kindle (mobi) / ePub
The tools nonprofits need to measure the impact of their social media
Having a social media measurement plan and approach can no longer be an after-thought. It is a requirement of success. As nonprofits refine their social media practice, their boards are expecting reports showing results. As funders provide dollars to support programs that include social media, they too want to see results. This book offers the tools and strategies needed for nonprofits that need reliable and measurable data from their social media efforts. Using these tools will not only improve a nonprofit?s decision making process but will produce results-driven metrics for staff and stakeholders.
- A hands-on resource for nonprofit professionals who must be able to accurately measure the results of their social media ventures
- Written by popular nonprofit blogger Beth Kanter and measurement expert Katie Delahaye Paine
- Filled with tools, strategies, and illustrative examples that are highly accessible for nonprofit professionals
This important resource will give savvy nonprofit professionals the information needed to produce measurable results for their social media.
environment.1 Alex Howard, Government 2.0 Washington Correspondent for O’Reilly Media, describes the subtle distinction: “You can be informed by data but not driven by it. The inverse is probably not as true, however, though I can imagine someone being driven by bad data and therefore not being well informed.”2 30 c03.indd 30 Measuring the Networked Nonproﬁt 21/08/12 6:05 PM The concept of being data informed resonates with nonprofit and public sector practitioners as well. Data-informed
key metric, the coastal victory. Its ladder of engagement weaves online and offline actions together to illustrate how its activists progress—for instance, from awareness of Surfrider’s campaigns, to The Ladder of Engagement c06.indd 85 85 21/08/12 6:06 PM downloading a fun iPhone app called “Beach Tetris,” to showing up at the ocean shore to pick up trash. Vickie McMurchie, community manager for Surfrider Foundation, has this to say: We care about people’s initial engagement with us. That
engagement, education, visiting a shelter, and The Ladder of Engagement c06.indd 87 87 21/08/12 6:06 PM finally, adoption. The Invisible Dogs campaign is designed to move people up this ladder of engagement. The initial push was to get people to the campaign microsite to educate them about the issue and pledge an action. David J. Neff, a consultant working with Best Friends, says, “They can adopt, which is the highest point of the ladder. But if they are not ready for that, they can
indicator (KPI) for each rung of the ladder. Katie uses sticky notes to jot down data points that they need to collect for each rung and puts these on the posters. They put more paper on the wall with the following labels “Low-Level Engagement,” “Midlevel Engagement,” “HighLevel Engagement,” “Long-Term Engagement and Satisfaction,” “Actions,” and “Commitment.” Then they brainstorm what each stage looks like and how to measure it based on what they know or have observed from their target audience.
those that are already networked and want to improve the measurement they’re already doing. xviii fpref.indd xviii Preface 20/08/12 5:28 PM WHY ALL NONPROFITS NEED TO EMBRACE MEASUREMENT Affecting social change is, of course, the ultimate goal for nonprofit organizations. But you can’t get to any destination without a road map and some signposts along the way. Measurement is your map, and metrics are your signposts. Connecting with people, deepening engagement, and inspiring donations are