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This document summarizes Beth Kanter's presentation on measuring the effectiveness of networked nonprofits. She outlines a "crawl-walk-run-fly" framework for increasing data-informed practices. At lower levels, nonprofits inconsistently collect data, while higher levels use data from multiple sources to inform organization-wide decisions. Kanter provides examples from HSUS and an artists organization that piloted measurement of specific programs. She also shares results from measuring a social fundraising campaign for Surf Rider Foundation, finding that leveraging influencers, offering engagement opportunities, and social proofing increased donations and reach. Kanter concludes with seven lessons learned about setting goals, minimum donations, and honoring a network's creativity.
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Npexperts webinar
- 1. Measuring the Networked Nonprofit Beth Kanter Master Trainer, Author, Speaker and Blogger Blackbaud npEXPERTS Webinar Series
- 2. Beth Kanter: Master Trainer, Author, and Blogger
- 3. Winner of the 2013 Terry McAdam Nonprofit Book Award
- 4. Networked Nonprofits Data Informed How To Measure Social Fundraising Agenda #netnon Ask your question in the chat
- 5. Maturity of Practice Framework: Networked Nonprofits 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.”
- 6. CRAWL WALK RUN FLY Where is your organization? Linking Social with Results and Networks Pilot: Focus one program or channel with measurement Incremental Capacity Ladder of Engagement Content Strategy Best Practices Measurement and learning in all above Communications Strategy Development Culture Change Network Building Many Free Agents work for you Multi-Channel Engagement, Content, and Measurement Reflection and Continuous Improvement
- 7. Maturity of Practice: Crawl-Walk-Run-Fly Categories Practices CULTURE Networked Mindset Institutional Support CAPACITY Staffing Strategy MEASUREMENT Analysis Tools Adjustment LISTENING Brand Monitoring Influencer Research ENGAGEMENT Ladder of Engagement CONTENT Integration/Optimization NETWORK Influencer Engagement Relationship Mapping 1 2 3 4
- 8. The Data Informed Nonprofit
- 9. 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, real- time reporting, formal reflection process CWRF: Becoming Data Informed: What Does It look like? Analysis Tools Sense-Making
- 10. Data-Informed Culture: It starts from the top! Do Something.org
- 11. Data Nerds Partner with Staff
- 12. Tear down those silos and walls around data …
- 13. More time think about that the data, then collect it
- 15. Video
- 19. HSUS Analysis Process: • Everyone gathers their data • We sit in a room and analyze it • The project manager develops a report of “what we did/what we learned/what we recommend for next time “+ data Scaling Data-Informed
- 20. Jogging! 2011: Not Using Source Codes for All Campaigns To Measure Social Media Conversion 2013: Using Source Codes for All Campaigns To Measure Social Media Conversion
- 24. 133,167 745,030 1,683,670 0 200,000 400,000 600,000 800,000 1,000,000 1,200,000 1,400,000 1,600,000 1,800,000 Shark Week 2010 Shark Week 2011 Shark Week 2012 One Metric That Matters: Increase Shark Conservation Conversation
- 25. 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 post Conversations that made the organization more accessible Increase enrollment in classes and attendance at events 10% new students /attenders say they heard about us through Facebook Measurement Pilots: Small Steps
- 26. 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, real- time reporting, formal reflection process CWRF: Becoming Data Informed: What Does It look like? Analysis Tools Sense-Making
- 27. Social Fundraising marries fundraising and social media to transform stakeholders into fundraisers for your organization 7 Secrets to A Well-Measured Social Fundraising Campaign
- 28. • Online Fundraiser for Surf Rider Foundation: $5,000 • Online Memorial Event: #OceanLoveEarl
- 29. Results: Fundraiser for Surf Rider • Raised $5,563 or 10% over goal • 80% raised before the memorial event • 128 donors with 45% giving at minimum gift of $25, 43% donated more than suggested gift • 92% were strong ties that I had a relationship with online or offline only 2% had met my Dad • 8% were weak ties • 85% were converted to donors from Facebook • Most effective channels: thanking people publically in a social way and email or DM customized ask • 5% made through Mobile App
- 30. Results: Online Memorial Event • 143 people signed up for the Thunder Clap, 43% over the goal of 100 • “Social Reach” according to Thunder Clap was 1,058,410 • A total of 3,094 Tweets, Facebook Status Updates, or other social channel used the hashtag #OceanLoveEarl from 6/23-7/15 • The network analysis map revealed that there were other “hubs” or “influencers” in addition my personal network including the beneficiary nonprofit, Surf Rider Foundation, and individual influencers in my network.
- 31. Results: Online Memorial Event A total of 1240 people tweeted with the hashtag #OceanLoveEarl on the day of online memorial – July 3rd Content of photos of my Dad with personal stories performed the best in terms of engagement and invested $50 in promoted posts
- 32. Results: Online Memorial Event • 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 @kanter • 21% 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”
- 33. Results: Online Memorial Event
- 34. 7 Things I Learned from Measuring Social Fundraising • Set A Realistic Goal Based on Benchmarking • Don’t Set Minimum Gift Amounts Too Low • Use Social Proofing to Generate Donations Before Asking • Offer Many Ways for people to Engage and Participate • Leverage your Influencers • Use Promoted Posts As Reinforcement • Honor the Creativity of your Network
- 35. Set A Realistic Goal Based on Benchmarking
- 36. Don’t Suffer from Too Small To Fail
- 37. Social Proofing Helps Generate Donations
- 38. Offer A Continuum of Engagement Higher: Donate Share A Personal Story About the Ocean Provide Advice Lower: Retweet Links ThunderClap
- 40. Network Map of Influencers
- 41. Use Facebook Promoted Posts for Reinforcement
- 42. Honor the Creativity of Your Network
- 43. 7 Things I Learned from Measuring Social Fundraising • Set A Realistic Goal Based on Benchmarking • Don’t Set Minimum Gift Amounts Too Low • Use Social Proofing to Generate Donations Before Asking • Offer Many Ways for people to Engage and Participate • Leverage your Influencers • Use Promoted Posts As Reinforcement • Honor the Creativity of your Network
- 45. Thank you! www.bethkanter.org www.facebook.com/beth.kanter.blog @kanter on Twitter Questions!
Editor's Notes
- I’ve worked in the nonprofit sector my whole career – for the past 34 years. In the beginning, working for arts organizations – small and large - many different positions from marketing, fundraising, and executive director. I did training and capacity building for the National Endowment for the Arts – and in 1992 I’m was lucky to have a front row seat at the creation of a field – nonprofits embracing the Internet for social good. I was the network weaver for an online network of artists called Arts Wire – and they hired me even though I didn’t know a modem from a microwave. But, I did know how to learn from the techies, translate, and provide coaching and training. I am a Master trainer – and I’ve lead workshops, facilitated online trainings, and worked with NGOs on all continents of the world – except for annartica.From 2009-2013, I served as Visiting Scholar at the David and Lucile Packard Foundation and wrote two books – the Networked Nonprofit and Measuring – worked with hundreds of their grantees. I’ve worked with the State Department to write curriculum, train trainers, and teach workshops based on my books in the Middle East and Africa. Right now I’m working with the Knight Foundation on a Peer Learning Exchange for community foundation partners to host Giving Days – which embrace peer to peer fundraising.
- 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.The content in this webinar shares some of the big ideas in the book - plus what I contributed to the NPExperts book – about social fundraising. POLL >>.
- I’m going to cover 3 different topics .. All in the bookAnd want to encourage you share your questions in the chat – and we’ll try to address them ..And, even if we don’t address them on the call, I will get a transcript of the questions and use this for future blog posts.
- I’ve been working in nonprofit tech for twenty years, one of the things that I learned – organizations and people don’t change by telling them they’re behind, old school, or hurry up …. Or maybe it helps wake you up .. But to make the change strategically, you have to work incrementally …I’ve developed a maturity of practice framework for social media - that looks at 7 practice areas and what each practice area looks like at various stages of maturityIt is inspired by this MLK quoteSo, it can help you identify where you are in terms of the practice and identify the next incremental stage of development …So, maybe you won’t be “flying” in every area, but if you improve from crawling to walking – you’ve made progress …
- DescribePOLL
- This is the overview of the framework .. We’re going to deep into measurement in the next segment.
- The “Crawl, Walk, Run, Fly” Maturity of Social Media practice framework is in Beth’s next book, Measuring the Networked Nonprofit. We used to help us design the program, determine process outcomes, and help us evaluate our progress.Explain modelPhotos: Runhttp://www.flickr.com/photos/clover_1/2647983567/Flyhttp://www.flickr.com/photos/micahtaylor/5018789937/
- 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 2015
- http://www.flickr.com/photos/mkrigsman/3428179614/DoSomething has two 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.
- One of their organizational mantra is “Spend More Time Thinking About The Data, Less On Collecting ItPregnancy Text” Campaign featured on their quarterly dashboard. This clever sex education campaign is an updated version of the teen pregnancy education program where young people carried eggs around and pretend they are babies. It was a text campaign where teens opted in to receive texts on their mobile phones from the “baby.” Once they joined (and they could share it with their friends). they received regular annoying text messages at all hours from the “baby” that poops, cries, and needs their immediate attention.The team at DoSomething.org uses data to base the program design, key performance indicators and a hypothesis to be tested. They looked at survey data from the National Campaign: nearly 9 in 10 (87%) young people surveyed also say that it would be much easier for teens to delay sexual activity and avoid teen pregnancy if they were able to have more open, honest conversations about these topics with their parents and/or friends. So, success of this campaign would be mean that participants talk with their family or friends about the issue and delay sexual activity.The basic design had those who signed up challenge their friends to take care of a text baby either by (1) going to DoSomething website and selecting 5 friends to challenge or (2) after receiving a text from DoSomething (sent to DoSomething’s 300k mobile subscribers) would opt to challenge friends after reading a quick stat on US teen pregnancy. Participants that accepted the challenge would then start receiving texts the following morning from the text-baby. After completing the challenge user were prompted to send it to their own friends.DoSomething.org also followed up with 5k of the users with a text-based survey to measure impact.Once defining success and identifying the right data collect, here’s some of the insights they gleaned according to Nancy Lublin, CEO of DoSomething and Jeffrey Bladt:SMS as a platform: They are monitoring engagement per communication channel and it has revealed SMS to be 30xs more powerful for getting their users to take action as compared to emailChallenging 5 friends: we’ve tested various group sizes for SMS experience and have found the a group of 6 (1 alpha inviting friends) leads to the highest overall engagementResearch Based Messaging: The general messaging for the campaign was based on survey findings that found (1) big scare tactics (e.g. getting pregnant = not going to college) we not as effective as highlighting who being a teen parent changes daily life (e.g can’t go to the movies because baby sitter cancelled); (2) a CDC report that found: “The impact of strong pregnancy prevention messages directed to teenagers has been credited with the [recent] teen birth rates decline.A/B Testing: They pre-tested different messages and frequency of sending the messages to smaller test groups of teens to optimize the number of messages the baby would send during the day, as well as the content. They ended up doubling the frequency and rewording several interactions as well as building in a response system (so the baby would respond if teen texted an unsolicited response). The insights from these tests pushed up engagement and likelihood of forwarding at the end.Impact: They did a survey to measure this. 1 in 2 teens said that taking the Pregnancy Text made it more likely that they would talk about the issue of teen pregnancy with their family and friends.As you can see from the above insights, DoSomething just not gather and analyze topline data:101,444 people took part in the campaign with 100,000 text-babies delivered171,000 unsolicited incoming messages, or 1 every 20 seconds for the duration of the campaign. During the initial launch period (first 2 weeks), a new text message was received every 10 seconds.For every 1 direct sign-up, DoSomething gained 2.3 additional sign-ups from forward to a friend functionality. The viral coefficient was between 0.60 and 0.70 for the campaign.1 in 4 (24%) of teens could not finish a day with their text-baby (texted a stop word to the baby)DoSomething.org uses its data to continuously improve programs, develop content, and shape campaign strategies. So DoSomething.org wants its staff to spend more of its brainpower thinking about the data, rather than collecting it. To ensure that this happens, DoSomething.org’s Data Analyst Bob Filbin’s job is more than programming formulas in Excel spreadsheets. Says Filbin, “One of the biggest barriers in nonprofits is finding the time to collect data, the time to analyze, and the time to act on it. Unless someone is put in charge of data, and it’s a key part of their job description, accelerating along the path towards empowered data-informed culture is going to be hard, if not impossible.”
- 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”
- LauncheNo addhttp://www.youtube.com/watch?v=QhgsJjNVbu0http://gawker.com/5950941/kathie-lee-dropped-a-puppy-on-his-head-on-live-tv-todayhttp://www.youtube.com/watch?v=sQzo_3yIc8M
- 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.
- -Humane Society of US – Carie Lewis participated in the SXSW in 2009 and in 2013 we did the session again at SXSW-HSUS is an early adopter of social media – and in many areas of practice is flying, although they self-assessed their measurement practice at walking to running …-They have org wide KPIs for their social media – customer service wins, fundraising, and actions taken – plus associated metrics that help figure out whether their digital campaigns and social media integration is helping to push the needle on the KPIS
- One reason is more cultural than anything else … Data collection is consistent – walking stage, and they are getting to running – getting data to be shared among departments.They have a cross-functional team in place with social media/digital in different departmentsThey have established regular 9 minutes meetings to debrief on campaigns, use a template/common language to collect data.
- So, one of their KPIs is donations $ - but if their web department is not going to use source codes – how can they measure conversions from social media traffic referral? In 2011, they didn’t. Through the 9 minute meetings, web team began to understand the importance of doing this – and now can accurately track conversions from social media traffic referral – and make adjustments. They use a report template for all campaigns, all departments – right now a simple word document that summarizes data from excel – from free or low cost tools such as Google Analytics, FB Insights, Twitter Analytics, and Convio. They do an after action review for each campaign, write down what worked and what didn’t and use those reports when planning the next campaign.
- 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!
- The “Crawl, Walk, Run, Fly” Maturity of Social Media practice framework is in Beth’s next book, Measuring the Networked Nonprofit. We used to help us design the program, determine process outcomes, and help us evaluate our progress.Explain modelPhotos: Runhttp://www.flickr.com/photos/clover_1/2647983567/Flyhttp://www.flickr.com/photos/micahtaylor/5018789937/
- http://www.flickr.com/photos/bogomo/5968525168/I’m going to be talking about measurement for social fundraising – which when fundraising and social media are married to transform stakeholders into fundraisers for your organization.This goes beyond the marathon or bike race fundraising .. But truly understanding who of your stakeholders has influence on social channels – both online and offline, and offering different ways to engage them and also knowing that social fundraising is not just about dollars rightnow..http://www.npengage.com/online-fundraising/11-facts-about-online-fundraising/http://www.npengage.com/fundraising-research-trends/how-much-money-raised-through-online-giving/Online giving is increasing in popularity with year over year increases of around 13%. In fact, since 2009 most of the nonprofit sector has seen double-digit growth in online fundraising. Social Fundraising has helped introduce and reinforce new giving behaviors that can help lead to greater year-round giving.Although online giving only accounts for about 8% of total giving it’s an important channel for more than just raising funds. The social web is a great way to raise awareness and grow a network of supporters.Reaching younger donors can be difficult. However, younger donors will be more likely to find you through social channels – you are introducing them to your org.
- 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 …
- I used simple measurement tools to collect data and further analyzed it in Excel spreadsheets. For the donation information, I pulled an excel spreadsheet from the donation platform and analyzed donation data. FundraiserTotal raise $5563 or 10% over goal of $5,000 in 2 weeks80% of the goal was raised before the Online Memorial Event on July 3rd128 donors with 45% giving at the suggested minimum donation of $25, 43% gave more than $25 minimum, and 12% gave under the $25 minimum gift amount92% of donors were “strong ties” people I knew and had a relationship with online/offline – most were professional colleagues and some friends from high school — all Facebook friends. Only a small percentage 2% had met my Dad.8% of donors were “weak ties” or people that I know online only who may read my blog, follow me on Twitter or FacebookApproximately 85% of the donations were converted from my personal profile on FacebookThanking donors individually on Facebook and including the link to the fundraiser triggered donations based on comparison of time posted and donation made, second most effective solicitation was a personal ask via private message95% of donations were made online through the Razoo site, with 5% via mobile app
- 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, fundraiser link, 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 21% 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. 25% of the Tweets, Facebook Status Updates, or other social channels that used the hash tag were a reply to @kanterThere were 10 blog posts or Facebook posts by “influencers”
- 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, fundraiser link, 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 21% 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. 25% of the Tweets, Facebook Status Updates, or other social channels that used the hash tag were a reply to @kanterThere were 10 blog posts or Facebook posts by “influencers”
- 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.
- 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
- You can identify influencers by doing network mapping – and I was running these reports while the campaign was unfolding – on nodel XLTweeted using the hashtag #OceanLoveEarl – the network analysis map revealed that there were other “hubs” or “influencers” in addition my personal network including the beneficiary nonprofit, Surf Rider Foundation, and individual influencers in my network. https://www.facebook.com/photo.php?fbid=10151732319922700&set=pb.504747699.-2207520000.1378329296.&type=3&theater
- 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.
- 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.
- http://bit.ly/network-leadership