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Measuring the Networked Nonprofit
1. Peer Learning Group 1:
Measuring the Networked
Nonprofit:
Action Learning Project
Session 3: Feb. 25, 2013
Beth Kanter,
Visiting Scholar, Social Media and Nonprofits
The David and Lucile Packard Foundation
Organizational Effectiveness Program
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3. Participants: Roll Call
AAPIP
American Civil Liberties Union
American Leadership Forum - Silicon Valley
Arts Council Silicon Valley
Community Foundation Santa Cruz County *7 unmute
COMPASS
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Exhale
GlobalGiving
Grantmakers for Effective Organizations
Ibis Reproductive Health
International Women's Health Coalition
Kuumbwa Jazz
Leadership Learning Community
Leopold Leadership Program
Marine Science Institute
PACT
Population Action International
Roots of Change
Stanford Social Innovation Review
The Encore Fellowships Network (hosted by encore.org)
United Way Silicon Valley
Upwell, incubated by Ocean Conservancy
WildAid
Young Invincibles
4. This call is being
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Flickr Photo
by Malinki
5. Peer Learning Group 1:
Measuring the Networked
Nonprofit:
Action Learning Project
Session 3: Feb. 25, 2013
Beth Kanter,
Visiting Scholar, Social Media and Nonprofits
The David and Lucile Packard Foundation
Organizational Effectiveness Program
7. Agenda
• Reminders and Recap
• Define Goals, Audience, and KPIs
• Action Learning Projects: Peer Share
• Next Action Steps and Next Session
Only the Tweet your
moderator can insights
see you chats #netnon
8. Peer Learning Program Outcomes
• 50% (12) of participants design, implement, and
document an action learning project that improve results
of social media strategy through measurement
• Participants generate six case studies of how
nonprofits can measure social media effectively that are
published on Beth’s Blog and/or presented during a call
• 50% (12) of participants improve baseline level of
maturity for one or more CWRF Measurement Indicators
and average for group increases by .5 point
12. Office Hours: Optional
• Coaching for Action Learning Projects
• Coaching for Presenting on Call
• 30 minute sessions
• https://my.timedriver.com/4QHZG
13. The 7 Simple Steps of Measurement
Goal
Insight Audience
Tool Metrics
Cost Benchmark
14. Result KPI - Metric
Increase donations % reduction in cost per dollar raised
Increase donor base % increase in new donors
Increase number of % increase in volunteers
volunteers
Increase awareness % increase in awareness,
% increase in visibility/prominence,
Positive correlation between increase
in donors vs. visibility
Improve relationships with % improvement in relationship scores,
existing donors/volunteers % increase in donation from existing
donors
Improve engagement with % increase in engagement (comments
stakeholders on YouTube, shares on Facebook,
comments on blog, etc.
Change in behavior % decrease in bad behavior,
% increase in good behavior
Change in attitude about % increase in trust score or relationship
your organization score
Increase in skills and Increase in revenue per employee,
knowledge of staff Learning % employees understanding their roles
and organizational mission
16. Measuring Your Content: Flying
Goal: Grow the Movement
MomsRising is building a strong multicultural movement of people who
care about family economic security and well-being.
Need To Know KPI
Are we adding new members? Increased New Members
Are we losing members? Decreased Lapsed Members
Are we diversifying Number of Collaborations
membership? with multicultural orgs
17. Growing the Movement: Web Site and Email Metrics
Website Metrics
Google Analytics
& CMS Analytics
18. Growing the Movement: Social Media Metrics
Social Media Metrics
Twitter
Facebook
Twitalyzer
Klout
21. Evaluate Your Key Performance Metrics: Useful
• If you collected this metric, how many people in
your organization would care?
1: No One ………………………………..……….. 5: Everyone
• To what extent would tracking this metric help you
make better decisions?
1: Not at all………………………………………..5: A Great Deal
22. Evaluate Your Key Performance Metrics: Ease of Collection
• Are you currently tracking this metric?
• Can it be easily and quickly captured or exported into a
spreadsheet?
• Can you easily summarize or analyze this metric?
• If qualitative data, can you easily and quickly do a
content analysis manually or with an automated
system?
23. Action Learning Project: Design Template
• GOAL
• ORGANIZATIONAL CONSENSUS
• AUDIENCE DEFINITIONS
• SMART GOALS/KEY PERFORMANCE
METRICS
• BENCHMARKS
• COSTS
• TOOLS
• INSIGHTS
Please upload a description
of your Action Learning
Project answering the
questions on the template
by March 1st!
24. Action Learning Project: Global Giving
Goals KPI
To proactively engage more -Improvement of
deeply with “core donors” conversation quality
on Twitter -Increase in quality
conversations
To get inspire donors to -increase in applause rate
amplify Global Giving -increase in conversation
messaging/campaigns rate
-increase in amplification
To increase donations and -increase $ by x%
number of projects
donated to
25. Action Learning Project: Global Giving
Setting up an experiment to test the question:
• Does doing proactive engagement with our most
dedicated Twitter followers (donors) inspire them to
amplify Global Giving Campaigns/Messaging or result in
increased donors.
• Is the time invested in engaging with donors like this
worth it?
Experiment involves
1: Donor Social Activity/Influencer Research (Chapter 12)
2: Creation of Scale for Conversation Quality (Chapter 8)
3: Efficient and automated tracking processes and data jujitsu for
grabbing data from database, Twitter, and tracking tools.
26. Action Learning Project: Peer Share
Community Foundation of Santa Cruz County
Project: Measure engagement on our blog
Goals KPI
Donors will give time and/or % increase in volunteers
money to us or a cause they % increase in $ donations
care about
Professional advisors will % increase in referrals from
connect their clients to us and professional advisors
network
Nonprofits will sign-up for % increase in workshop
workshops and find it easy to registrations
apply for grants from us % increase in grant applications
27. Associated Blog Metrics: To What End?
Result Metrics Analysis Question
Consumption Views Does your audience care about the topics your
Referral Traffic from
Social
content covers? Are they consuming your
content?
Engagement Shares Does your content mean enough to your
Comment Index
audience for them to share it or engage with it?
Action Referrals Does your content help you achieve your goals?
Sign Ups
Revenue Dollars Does your content help you raise money, recruit
Donors
Volunteers
volunteers or save time?
Tools: Google Analytics, Excel, Social Sharing Widgets
28. Action Learning Project: Peer Share
ACLU
AMERICAN LEADERSHIP FORUM
EXHALE
GEO
GLOBAL GIVING
IBIS
IWHC
KUUMBA JAZZ
LEADERSHIP LEARNING COMMUNITY
MARINE SCIENCE INSTITUTE
STANFORD SOCIAL INNOVATION REVIEW
ENCORE FELLOWSHIPS
UNITED WAY OF SILICON VALLEY
UPWELL
WILDAID
29. Poll: Defining Your Action Learning Project
Case Study
Project Finished
Implementing,
Not Finished
Designed, Not
Implementing
Started designing
Not Started
30. Action Learning Project: Reflection
• What is unclear? What do you need to do
to further define your action learning
project?
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31. Next Session
Next Session
March 18, 2013
1:00 PM PST
Measuring Engagement and Influence
Action Learning Project Description
Use the design template and upload a copy of your description to
the wiki by March 1st or email to me
Need help? Book a coaching session
https://my.timedriver.com/4QHZG
Editor's Notes
Welcome. This is the very session for this project and I’m thrilled that you have decided to participate in this learning journey. I look forward to learning a lot from you. Today’s call is an orientation to the program and an opportunity for you to ask questions.Give my gratitude the The David and Lucile Packard Foundation for supporting this project and my work …
Every few minutes as we get started, tech support reminder, type into the chat, roll call
Because this is our first call, I’m going to run down the names of the organizations and have everyone say their name – so we can hear each other’s voices. I won’t be doing this for every call – we will get into grove where you should arrive 5-10 minutes early and announcement yourself. If you arrive after the call is underway, let us know you are hear by using the chat.
http://www.flickr.com/photos/malinki/2621920871/sizes/o/Start recording about 2 minutes late to let people join *2
Welcome. This is the very session for this project and I’m thrilled that you have decided to participate in this learning journey. I look forward to learning a lot from you. Today’s call is an orientation to the program and an opportunity for you to ask questions.Give my gratitude the The David and Lucile Packard Foundation for supporting this project and my work …
Here’s a little bit about me – blogger, author, trainer.A lot of my work lately has been designing and facilitating peer learning networks about becoming networked nonprofits and social media– the photo there is a cluster of Packard Fdn. Grantees that focus on family planning … I was in Delhi in June for the start up – an intensive boot camp, followed by remote assistance. There’s were great lunches there, so to avoid people falling asleep … I made them move. The hotel had beautiful three story staircase and they had do laps … so if you do training – incorporating movement and interaction helps people learn and we’re going to do a lot of that today!
This is our agendaRoll CallThe 7 Steps of Measurement: OverviewTechniques for Identifying Success and Getting Consensus On MeasurementAction Learning Projects: What is your idea for an Action Learning ProjectReflectionNext SessionHomework from Last CallReview your CWRF Assessment and the information on your wiki profile pageWrite in your Wiki JournalWhat area of practice do you want to improve and how could that be part of your action learning project?What small measurement project would help your organization create a measurement habit?What is your initial idea for an action learning project? – we’ll pause along the way for questions.
These are the measurement indicators that were on the baseline survey and have been used to guide the content of the peer learning groupsBut since the focus is on improving your measurement skills, I’m only go to measure and report on the three measurement indicators …….
Each session will include the following related to each best practice: Framework Examples Additional How To Resource Wiki will have links and resources as well as links to notes from call Hub for Journals and Over the Shoulder Learning Wiki will be updated with resources suggested or used by participants during the calls or office hours
-Applause Rate – how many people like the content enough to click on it-Conversation Rate – reply or mention-Amplification – number of increase RTs in aggregate
-Applause Rate – how many people like the content enough to click on it-Conversation Rate – reply or mention-Amplification – number of increase RTs in aggregate
ACLULook at increasing our number of Facebook followers in states where we don't have a lot of traction (most of our FB followers are in NY and CA) but we often want to mobilize people around state legislation in the Midwest or south. Some metrics could be- an increase in followers, increase in positive comments and/or more likes/shares other engagements.American Leadership ForumWould like our project to be informed by results of recent three-month pilot in which all staff participated in social media (November 2012 – January 2013)ExhaleHow well does our Twitter following understand “Pro Voice” conceptGEOIdentify how to strategically use three new opportunities:New video/multimedia capabilitiesLinkedIn GroupHuffington Post blogIBIS: One of Ibis's goals is to develop strong partnerships with advocates who can disseminate our research and who are best positioned to utilize our research to make change Figure out a way to better measure who is talking about us and the reach of our work. The result we'd want to measure is related to this institutional goal of engaging in partnerships with advocate groups on the ground, and the first step might be to figure out which advocate groups are currently sharing our work and what work they are sharing. The anticipated result might be to increase online engagement with advocate groups with the anticipated value being increase dissemination of our work with key groups able to utilize it. IWHC: Working with partners on various women’s issues and doing several weeks of targeted campaign to DOS/Kerry to put women's issues on his agenda. Measure how well social channels does to support this activity.Kuumba Jazz: 2013 sees us implementing a new concert series which is tailored for a different audience demographic than our usual programming. It seems likely that most of the social media dialogue for this new brand extension will take place on twitter, for which a new account has been created. At this point I think some positive metric tracking for the action learning project would be a general increase of followers and people engaging, as well as hashtag trending, and ultimately ticketing and attendance for the new events.he Leadership Learning Community is considering a 2 pronged focus for our Action Learning Project, and will be running it by the group, Beth, and our Staff for feedback.In May, LLC is hosting a national convention: Creating Space 2013. First, we plan to promote the event through email, social media, and print campaigns. Our main focus would be to measure campaign results, and registration outcomes. Secondly, we plan to develop a social media network of event participants. Our secondary focus would be to measure participation and engagement of event registrants. It is important to us to be able to gather a diverse group of participants from leadership development programs, as well as funders, evaluators, researchers and consultants. It is equally important that we provide ways for participants to network with other stakeholders and remain connected for purposes of learning and collaboration after the event. We are in the process of designing our project plan with the conference design team and our staff, but hope to have our design ready to share by the 2/25 class. We would love to hear if folks in our peer group have experience using Ning or another social platform for a conference or large event!Creating Space | X 2013Focus 1 > Promote the event through email, social media, and print > Measure campaign results, and registration outcomes“WHY?” We want to know what ‘works’ in terms of driving event registration, and getting people talking about the event (We are inviting up to 300 registrants from leadership development programs, funders, evaluators, researchers and consultants to share ideas and build connections)Focus 2 > Develop a social media network specifically for this event > Measure participation and engagement of event registrants“WHY?” We want to connect event registrants with one another via a social media platform (Our event literature promises: You will have the opportunity to network with other stakeholders and remain connected for purposes of learning and collaboration.ENCOREWe have a pretty good idea of the project. One of the key success factors for Encore Fellowships is an ongoing supply of great Fellow applicants. We typically use a variety of outreach methods to find strong candidates: word of mouth, traditional media (PR), online posts (VolunteerMatch, Idealist, LinkedIn Groups, etc.), and targeted emails. Our programs are continually testing new methods and variations of the above, and one that we think has particular merit is a combination of email and word of mouth - a "Refer a Friend" email campaign. But rather than just launch it, I think it's a good measurement experiment. We are setting up ways to track the campaign, including using an email service with analytics, adding URL parameters to the links that we can capture on the application site, and tracking site traffic during the time before, during and after the trial campaign. We will run multiple waves over successive weeks in order to test variations on the messaging and subject line of the email.