Becoming a Networked NonprofitBe Networked, Use Measurement, and Learn from Your Data

Beth Kanter, Master Trainer, Author, and Blogger

Nonprofit Solutions ConferenceOctober 21, 2013

Beth Kanter: Master Trainer, Author, and Blogger

@kanter

Photo by Steve Goodman2007

2012

2012

BroadbandMobile Social Networks

3 Digital Revolutions

NGO Photography

If you can’t fly then run, if you can’t run then walk, if you can’t walk then crawl, but whatever you do you have to keep

moving forward.”

CRAWL WALK RUN FLY

Maturity of Practice: Network Nonprofits

Linking Social with Results and Networks

Pilot: Focus one campaign or channel

Incremental Capacity

Ladder of Engagement

Content Strategy

Best Practices

Some measurement and learning in all above

Communications Strategy Development

Culture Change

Network Building

Many champions & Influencers

Multi-Channel Engagement, Content, and Measurement

Reflection and Continuous Improvement

Maturity of Practice: Crawl-Walk-Run-Fly

Categories PracticesCULTURE Networked Mindset

Institutional SupportCAPACITY Staffing StrategyMEASUREMENT Analysis Tools AdjustmentLISTENING Brand Monitoring Influencer Research ENGAGEMENT Ladder of Engagement CONTENT Integration/Optimization NETWORK Influencer Engagement Relationship Mapping

1 2 3 4

A Networked Mindset: A Leadership Style

• Leadership through active social participation • Listening and cultivating organizational and

professional networks to achieve the impact • Sharing control of decision-making• Communicating through a network model,

rather than a broadcast model• Openness, transparency, decentralized decision-

making, and collective action. • Being Data Informed, learning from failure

The Social CEO: In Service of Strategy

One Tweet by Director = 1,000 by Staff

Open and accessible to the world and building

relationshipsMaking interests, hobbies,

passions visible creates authenticity

Different Voices

Leveraging Networks

Are you thinking this?

You want me to make the time to Tweet? Who has time?

SOCIAL INTEGRATED INTO ALL DEPARTMENTS

This is too much work!

I have work to do! Can finally tweet about our programs from my personal

account!

SOCIAL MEDIA IS PART OF EVERYONE’S JOB!

http://www.bethkanter.org/staff-guidelines/

The Data Informed Nonprofit

PEOPLE: Artists and people in their community

OBJECTIVES: Increase engagement by 2 comments per post by FY 2013Content analysis of conversations: Does it make the organization more accessible?

Increase enrollment in classes and attendance at events by 5% by FY 201310% students /attenders say they heard about us through Facebook

STRATEGYShow the human face of artists, remove the mystique, get audience to share their favorites, connect with other organizations. Editorial Calendar.

TACTICSFocused on one social channel (Facebook) to use best practices and align engagement/content with other channels which includes flyers, emails, and web site.

SMALL NONPROFITS CAN BE DATA INFORMED!

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

140,000

120,000

100,000

80,000

60,000

40,000

20,000

140,000

120,000

100,000

80,000

60,000

40,000

20,000

Shark Week 2010 Shark Week 2011 Shark Week 20120

200,000

400,000

600,000

800,000

1,000,000

1,200,000

1,400,000

1,600,000

1,800,000

133,167

745,030

1,683,670

One Metric That Matters: Increase Shark Conservation Conversation

Nonprofit Social Media Measurement Practice

Go Beyond Just Counting

Goal

Audience

Cost

BenchmarkKPI

Tool

Insight

Measurement Discipline: But Start Small

Pick The Right Data Point(s) To Track Outcomes

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

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

Step 7 – Analyze Results

Joyful Funerals Metrics Mondays

Reflection and Improvement: Learning from Data

1. Different stages of maturity, requires incremental steps to improve organizational practice

2. Measurement discipline but not at the expense of being networked – balance serendipity with strategy, relationship building with ROI

3. Linking social media to outcomes requires silo busting for both effective strategy and metrics

4. Data literacy - working with experts and improving organizational skills

5. Go beyond counting your data, learn from it

Summary

Thank you!

www.bethkanter.orgwww.facebook.com/beth.kanter.blog@kanter on Twitter