Thank you Darian for that wonderful introductionAnd thank you for inviting me here today to share some big ideas from my book, “Measuring the Networked Nonprofit”
I’ve worked in the nonprofit sector 34 years and 20 years ago I was lucky enough to have a front row seat at the creation of field – Nonprofits using the Internet for social changeModem and Microwave Story
I’m proud to let you know that my second book, Measuring the Networked Nonprofit, just received the Terry McAdam Nonprofit Book AwardThe book was intended to help nonprofits improve their measurement practice of social media to get better results. Also, I’m donating my royalties to help send this young Cambodia women to college .. KeoSavon – she enters her junior year this year. Civil Enigneer major.
http://www.bethkanter.org/ocean-love-earl-thanks/If you have been following me on Twitter, Facebook, this blog or other social media channels, you might know that my father passed away in June at 91 after a courageous battle with Parkinson’s. My Dad loved the ocean – he brought surfing to the Jersey Shore in the 1960’s – that photo is of me and my brother and him and his Greg Noll Board. So, I decided to metabolize my grief by doing an online fundraiser in his memory to raise money for Surf Rider Foundation for ocean conservation as well as do a virtual online memorial event where I asked people to tweet with the hashtag #OceanLoveEarl on July 3rd and share their favorite ocean stories – a virtual paddle out for a surfer. While you might think that $5,000 is a small amount – and why bother to measure and learn? Anytime you can use measurement to learn and improve decision-making – it pays it self back. If I have learned anything from co-writing a book about measurement, that it is not only important to collect your data, but leave space for reflection at the end of a campaign to harvest insights for the next campaign. I try to do this with any project I work on, whether it is a social media campaign as well as a training workshops.With that said, it is difficult to make time for learning when you have a big, hairy to do list breathing facing you or in this case when grief is involved. Reflection is also hard to do when you get pulled into the fast moving, forward current of digital channels or when you’re chipping away at your email or scheduled for back-to-back meetings. What inspires me is that any time invested in learning and measurement definitely pays you back. The first step is to look at your data against your goals and summarize your results …If you set goals, you’ve identified some key metrics = hopefully as part of your planning …
If there is one takeaway that I would love for you to leave with today – it is measurement is not counting …I could have just counted up the results … and given myself a big pat on the backCounting is a part of it, but it isn’t the only stepit is difficult to make time for learning when you have a big, hairy to do list breathing facing you or in this case when grief is involved. Reflection is also hard to do when you get pulled into the fast moving, forward current of digital channels or when you’re chipping away at your email or scheduled for back-to-back meetings. What inspires me is that any time invested in learning and measurement definitely pays you back.
Counting is just counting – and to get at better impact you have to understand the numbers, put it in context, look at the numbers against your strategy and goals
1.) Set A Realistic Goal Based On BenchmarkingI set up an online fundraising page on Razoo to direct the money to Surf Rider Foundation. Razoo prompts you for a fundraising goal. I set a goal of raising $5,000 from my personal and professional network based on my experience in the past raising money to support Cambodian charities on happier occasions like my birthday in the $3,500-5,000 range. I resisted repeating the mistake making the goal way too low because of some stupid fear of not making the goal. With online contests or when there is a “matching grant,” I’ve been able to raise more, but I did not have one.
2.) Don’t Set Minimum Gift Levels Too LowDepending on your audience and what they can afford, don’t set the minimum gift level too low. Based on past experience with personal fundraising campaigns, I set minimum donation level at $25 vs $10 and many gave at the minimum level. If people can’t afford to give the minimum, they will still give. Given the theme of the campaign was to honor my Dad’s love of the ocean and surfing and I was supporting Surf Rider Foundation, I used the surf theme to name each giving level after particular type of wave.128 donors with 45% giving at minimum gift of $25, 43% donated more than suggested gift
3.) Social Proofing Helps Generate DonationsSocial proofingis a psychological phenomenon where people assume the actions of others in an attempt to reflect correct behavior for a given situation.My strategy was to begin with the fundraiser and focus on strong ties in my network and lead up to the online memorial event. If you’ve built up social capital in your network in the way that Adam Grant describes in his book Give and Take or Porter Gale in her book, “Your Network is Your Net Worth,” you simply reach out personally and ask and acknowledge donations in a public and unique way. For many of the donors, I thanked them via my Facebook profile with a photo of my Dad and I made connection to something that they feel is important. I also included link to the fundraiser. If people in your network see that others are donating, it creates “social proofing” and other donations follow. 85% of donations came from group of strong ties. The most effective solicitation was social proofing or one-on-one personal asks.
4.) Offer Many Ways for People to ParticipateAny online campaign needs to consider a continuum of engagement or what we has been traditionally described as the “Ladder of Engagement” going from awareness, understanding, consideration, support, action, and influencing others. Social media has disrupted in this traditional linear model which is now being called a “Supporter Journey” visually depicted as non-linear. It is no longer a linear journey up a ladder or pyramid. And as this SSIR post suggests is more of a non-linear spiral or vortex.On a tactical level, it is important to brainstorm different calls to action that go from light or easy involvement to heavier or more intensive involvement. On the high end of involvement for #OceanLoveEarl were:Making a donation to Surf Rider FoundationSharing your personal story about your love for the oceanProviding advice or materials for the campaign (for example the visual meme on this post by created by Joe Solomon and the network map by Marc Smith)On the lower end of involvement were:Signing up for the ThunderClapSharing the fundraiser or online memorial event link on your social media channelsI wanted to experiment with ThunderClap which is an online amplification tool where your supporters sign up to tweet or Facebook with your specific message. I planned the ThunderClap so it kicked off the July 3rd memorial event, but also had a wonderful group of strong ties who are also influencers who were retweeting and sharing stories of ocean love.The Permanent Disruption of Social Mediahttp://www.ssireview.org/articles/entry/the_permanent_disruption_of_social_media’84% of the Tweets, Facebook Status Updates, or other social channel that used the hashtag included a link – the most shared link was my blog post tribute, the memorial site, and Mashable article 54% of the Tweets, Facebook Status Updates, or other social channels that the used the hashtag were a RT or Share 25% of the Tweets, Facebook Status Updates, or other social channels that used the hash tag were a reply to @kanter21% of the Tweets, Facebook Status Updates, or other social channels that used the hash tag included an personal story, photograph, or link about the ocean. There were 10 blog posts or Facebook posts by “influencers”
5.) Think About Different Levels of InfluenceOne also has to look at a continuum of influence as you think about diversifying your calls to action. I did by asking influential social media, ocean conservation, or nonprofit bloggers to write about the campaign, although many did so without me asking. I also wrote a guest post on Dot.Complicated’s site about online grieving.Mashable StoryWho Connected You To The Ocean? Surf Rider CEO BlogHuffington Post: Stephanie RudatMarion Conway: Blog PostMari Smith PostVolunteerMatch Blog PostSocial Good PlusStephanie Rudat’s Facebook Post
6.) Use Facebook Promoted Posts for ReinforcementI spent $50 on a promoted post to promote the online memorial event the day before the event which generated over 10,000 views on Facebook. This promotion was timed to coincide with the Mashable post. The goal was awareness for the online memorial event – not to generate donations …
I didn’t plan every potential way people could participate and had faith that the network would respond. As we wrote in the Networked Nonprofit with Alison Fine, online fundraising through your network is a dynamic process of building relationships. You have to listen and respond as people find different ways to participate or support an effort. Being the network weaver or online community builder gave me great comfort in my grief to see the network honor my Dad. – If I decide to make this an annual fundraiser to remember my Dad – My network has provided some terrific content – which I’ve captured on Storify so I can recycle it for next year.
Bob Filbin from DoSomething is here at this meeting – so if you want more details be sure to talk to him today – and he can tweet more detailsDoSomething has a mission to get 1.5 million teens active on social change campaigns by 2015Starts at the top … with the HIPPO …. Reid Hoffman and DJ Patel – at
http://www.flickr.com/photos/mkrigsman/3428179614/DoSomething has three data analyst positions on staff .. And they aren’t sitting in the corner playing with their spreadsheetsWhile a big part of their job is to become the stewards of the dashboard, they work with staff – so that making sense of data Is not an adhoc process, but one of continous improvement of the programs. The data analysts work collaboratively with staff to help them apply and understand their data.
This is an example of a recent campaign to help reduce the number of dogs/cats being killed in kill sheltersResearch found that this was happening because many aren’t posting good photos on social networks and the internetThey created an app to recruit “furtographers”
Back in the office, the data scientists were looking at the data in real time to figure out what was driving people to their landing page and getting them to sign up.
Upwell is definitely flying …..Upwell is focused on Ocean Conservation – their goal is to increase engagement and conversation about ocean conversationThey focus on listening, using Radian 6 and monitoring key words like “Ocean” and look at the “chatter” out there on social networks about these topics. They have developed a baseline methodology so they know what the base is for “share of conversation” on a particular ocean conservation conversation they are monitoring. They identify opportunities to engage to “increase the conversation” on the topic and measure it. One might say they have one metric that matters or “Lean impact” - increase conversation about ocean conservation. As a networked nonprofit – and hoping to build a movement, they are also transparent and share practices - iteratehttp://www.bethkanter.org/upwell-campaign/
This chart is probably very appealing to all of you – and if you want details – Rachel is out there hanging out in our hashtag and can point you to more details ….This graphic is a snap shot of their social media monitoring of eight different ocean conservation areas ..Each line represents the social mention volume in one of our issue keyword sets.The pair of pink lines are mentions of sharks and cetaceans. Shark week makes big spikes, but cetaceans get more social mentions a day. Hanging out on the bottom of the graph are tuna, overfishing, the Gulf of mexico, ocean acidification, sustainable seafood and tiny tiny MPAs.
They were monitoring and saw this opportunity around the keyword “Shark” because of shark week was the biggest attention spike within the eight ocean issues they monitor – it provided a big opportunity to expand audiences, and to grow their distributed network. They campaign was to set an ambitious goal to spike a conversation around shark conversation.More detail on Shark Week:We tried about a dozen things to make that Shark Week conversation bump, including live tweeting ourselves, image macros, and a toolkit for shark evangelists. What really worked was the pair of sharkinars we hosted for shark evangelists. We shared that the big attention spike was coming up, reviewed top hashtags, identified shark influencers, and that YAY chart was our tone/sentiment analysis of #sharkweek tweets. We taught the shark evangelists that it was mainly a FAN conversation on Twitter, not at FEAR (sensationalized) conversation.
They packaged content and worked with partners working on Shark – and were able to analyze and attribute the increase of conversation in 2012 to the campaign tactics. Through this, were able to target new activists/champions – not on their Radar through social media conversations.Then that bar chart with the knitting: the shark week conversation grew 109% over 2011, but the shark conservation mentions grew 210% year over year. That made us happy!
We’ve seen some of the flyers but not all nonprofits are quite there – and there is a lot of room for improvement – so I’m going to end with a couple of quick points of about where ….Measurement DisciplineSmall pilots Data LiteracyImproving and Proving Results
-What’s hard is having the conversation to connect social media strategies/metrics to ladder them to organizational outcomes-Takes some time to get everyone on the same page, but can be done …..
There’s a big need for improved data literacy – both in-house for the basics – and but also working with measurement and analytics geeks – data nerds, and data scientists. There are a number of orgs that do volunteer matching. Raise the level of in-house literacy – much more effective working with professionals. Peer learning networks are also another good intervention.
Measurement tools collect data, generate reports and visualization – and different tools collect different dataIt falls into three different categories If the goal you are measuring is about sentiment or messaging, you want a content analysis toolIf the goal you are measuring is about attitudes or preferences, you’ll be doing a survey – If the goal you are measuring is about reach, engagement, or action – then you want to use an analytics tool
The best tool is excelMany of these professional and free tools export to excel – need to do a little more work to make it a dashboard, not just the data – otherwise it is just triva
http://www.flickr.com/photos/40991157@N02/3923081100/Learning from failure ..
How and Why To Measure Impact, Not Likes
Beth Kanter, Master Trainer, Author, and Blogger
Social Media for Nonprofits Conference
October 11, 2013
Beth Kanter: Master Trainer, Author, and Blogger
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
• 3,094 people used the hashtag #OceanLoveEarl
• 30 influencers that shared, donated, or
Go Beyond Just Counting and Learn from Your Data
Now That’s A Spreadsheet!
Reflection and Improvement: Learning from Data
Step 7 – Analyze Results
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
@kanter on Twitter