Networked Nonprofit Webinar - Part 2


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Measuring The Networked Nonprofit: Using Data to Change the World
January 4, 2013
Beth Kanter and Katie Paine
Part 2

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Networked Nonprofit Webinar - Part 2

  1. 1. How to use data to change the worldKatie Delahaye PaineChairman & FounderKDPaine & PartnersChief Marketing OfficerNews Group Internationalkdpaine@kdpaine.comwww.kdpaine.comhttp:/kdpaine.blogs.comFellow and Board Member: Society for New Communications ResearchIPR Measurement Commission
  2. 2. It’s not about you, so get over it ConversationsMember Recipient Development Research Volunteers Funders HRService s Savings, shorter cycles, more renewals, better ideas, research
  3. 3. The Ladder of Engagement Impressions Likes Followers Trial/Consideration Donate Advocacy 3
  4. 4. The 7 steps to Social MediaMeasurementStep 1: Define your goal(s). What outcomes isthis strategy or tactic going to achieve? Whatare your measurable objectives?Step 2: Define your audiences. Who are youare trying to reach? How do your effortsconnect with those audiences to achieve thegoal.Step 3: Define your investments. What is itreally costing you to achieve this outcome?Step 4: Define your benchmarks. Who or whatare you going to compare your results to?Step 5: Define your metrics. What are theindicators to judge your progress?Step 6: Select your data collection tool(s).
  5. 5. Step 1: Define the goals: Why SocialMedia? What return is expected? – Define in terms of the mission. What problems is Social Media supposed to solve? What were you hired to do? What difference are you expected to make? If you are celebrating complete 100% success a year from now, what is different about the organization? If your Social Media is eliminated, what would be different? 5
  6. 6. Goals, Actions and Metrics Goal Action Activity Metric Outcome MetricIncreased Conduct a Number of likes % increase inDonations photo & share of donations contest contest link Cost per new donor acquiredIncrease Modify % increase in % increase inmembership content, traffic to web membership as add site share of income interactivity functions
  7. 7. Step 2: Don’t ask me, ask yourstakeholders What you need to listen for: What keeps them up at night? What are they currently seeing? Where do they go for information? What influences their decisions? 7
  8. 8. Where do people get their news?
  9. 9. Step 3: Establish benchmarks Past Performance Think 3 Peer Underdog nipping at your heels Stretch goal Whatever keeps the C-suite up at night
  10. 10. Step 4: Why you need a Kick-ButtIndex The Perfect KPI Is actionable Is there when you need it Specific to your priority Continuously improves your processes Gets you where you want to go You become what you 10 measure, so pick your KPI
  11. 11. Step 5: Define your investment Be honest – Social Media is not “free” Be transparent Don’t forget opportunity costs The CFAC example
  12. 12. Step 6: Pick the right measurement tools If you want to measure messaging, positioning, themes, sentiment: Content analysis If you want to measure awareness, perception, relationships, preference: Survey research If you want to measure engagement, action, purchase: Web analytics 12 If you want predictions and
  13. 13. Step 6: Selecting a measurementtoolObjective KPI ToolAdvocate for Number of letters Excelwomen’s health to congress writtenIncrease % of audience Survey: Phoneawareness/prefere aware of the issue Calls,nce SurveyMonkey, or MailEngage % of comments Web analytics plusconstituencies that are high Content Analysis: quality Facebook Insights, Convio, Omniture, Google AnalyticsIncrease donor % increase in 13 Convio, Mediabase items containing content analysis,
  14. 14. Step 7: Research without insight isjust trivia Find your “Abby” Ask “So What” three times Look for failures first Check on what the competition is doing Then look for exceptional success Compare to last month, last quarter, 13- month average Move resources from what isn’t working to what is Page 14
  15. 15. The ROI of Emily 15
  16. 16. So What = Revenue 35,152,789 OTS Red line indicates media 6,253,852 OTS impressions 16
  17. 17. CNCS has learned which specificoutreach has lead to the most visits 17
  18. 18. White House Volunteerism Office (CNCS) is able toconnect specific social outreach to registrations ReTweets compared to Visitors to 18
  19. 19. The Amethyst Initiative resulted in MADD’s visibility reaching an all-time high MADD Coverage & Exposure Over Time Media exposure 1,400 300,000,000 Amethyst Initiative and coverage skyrocketed in 1,200 250,000,000 August, 2008 thanks to Amethyst.Coverage (Number of Mentions) Exposure (Opportunities to See) 1,000 200,000,000 November, 2008 Repeat offenders, Holiday saw a spike caused 800 Travel & primarily by 150,000,000 coverage 600 Tampa WLM, of MADD’s Ignition Interlock “ongoing, 100,000,000 400 Push, Obama heightened efforts” to stop drunk driving 50,000,000 and ensure that 200 “first-time driving offenders don’t get 0 - off easy”. The one Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun story generated more than 27 million 2008 2009 opportunities to see Coverage Exposure discussion of MADD. 19
  20. 20. Key Messages penetration lags the non-profitaverage AverageNumber 20 16% of W P ords er Contains a Message KeyM essage 9 57% 84% Number of 13Does not Contain a Message 43% M essages Tracked 10 0% 50% 100% 0 5 10 15 20 Goodwil Non-Profit Average Goodwill Non-Profit Average 20
  21. 21. Thank You! For more information on measurement, read my blog: or subscribe to The Measurement Standard: For a copy of this presentation go to: Follow me on Twitter: KDPaine Friend me on Facebook: Katie Paine Or call me at 1-603-752-5111