YTH Live 2019 (youth+tech+health): Online to Offline Impact Measurement
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YTH Live 2019 (youth+tech+health): Online to Offline Impact Measurement
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Whether your organization is one month or 100 years old, the common denominator all nonprofits share is a high return on the investment of democratizing data. But a data democracy doesn’t mean “data all the things.” There are a daunting number of frameworks and data sources to define how your organization impacts the world. Impact matters to the volunteers, donors, and foundations that invest time and money into your cause, and to the staff that pours their energy into making the organization’s (digital) presence run. This workshop presentation will share the journey other nonprofits like PowerPoetry.org, CrisisTextLine.org, have taken to reach outsized impact for their size by using data. Workshop participants will learn strategies to measure their organization’s impact, and be invited to share their wins with democratizing data internally as well as posing challenges in their organization. (Presented at YTH Live 2019)
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YTH Live 2019 (youth+tech+health): Online to Offline Impact Measurement
- 2. George Weiner Whole Whale | Power Poetry george@WholeWhale.com
- 3. Who am I? George Weiner ● Chief Whaler of Whole Whale ● Co-Founder Power Poetry ● Chair of America’s Charities ● Former CTO of DoSomething.org And a confused new dad
- 4. Contents Models and measures for digital impact Where does traffic come from? Measurements and dashboards Why do you have a website?
- 5. How did you get here?
- 6. Journeys can tell the story and present opportunities to help
- 8. Shaped by your communities on and offline Your searches Digitally and IRL Your insta feed
- 9. Per Day... 3.5 Hours (U.S.) 5.6 billion searches (world) Source: Pew Internet 2018, Google 2018
- 10. Online search/behavior Offline thought Offline action Why Offline to Offline
- 13. “We’re lost, but at least we’re making great time” - Leap of Reason
- 14. DIGITAL LOGIC MODEL Input: What you invest Output: What you make ● Content ● PDF guides ● Training videos ● Social ● Users ● Downloads ● Time Watched ● Poems Outcome: What you expect to happen Short-term ● “Super” poets ● Guides read Long-term ● Improved literacy
- 15. “... information consumes the attention of its recipients. Hence a wealth of information creates a poverty of attention” - Herbert Simon
- 16. ● Specific ● Measurable ● Actionable ● Relevant ● Time Bound ● Valid ● Understandable GOOD INDICATORS
- 18. Traffic & Off Platform Impression Awareness Goal Metrics ● # Site users by source ● Organic Sessions ● Video views ● Social Reach Teens find PP online
- 19. Change Goal Metrics ● Qualitative improvement of super poet’s work over time Longterm ● College rates ● Prison rates Increased youth literacy Increased literacy & emotional expression
- 20. Activity: Draw this funnel
- 21. LEVELOFCOMMITMENT TIME ENGAGED Low-barrier actions Medium-barrier actions High-barrier actions LIKE SHARE SIGN UP CONTRIBUTE DONATE $$ ATTEND VIEW $1.46 per email* $65 per donor* $0.48 per click* *Data Source: AdStage and M+R nonprofit benchmarks 2018 Digital Commitment Curve
- 22. Game: When I say go... Raise your hand OR Stand up
- 23. Game: When I say go... Stand up OR Do a push-up
- 24. Laziness Curve LEVELOF COMMITMENT TIME ENGAGED low-barrier actions COMMITMENT CURVE medium-barrier actions high-barrier actions Stand up Push-up Raise your hand Do nothing
- 25. Tactic: Anchoring $2.50$5.50 $6.50 $4.50
- 26. LEVELOFCOMMITMENT TIME ENGAGED Low-barrier actions Medium-barrier actions High-barrier actions LIKE SHARE SIGN UP CONTRIBUTE DONATE $$ ATTEND VIEW Activity: Draw your curve
- 27. “Any more than 3 KPIs is a circus” -Peter F. Drucker
- 28. WHAT TO MEASURE?
- 29. ● Poets/Poems ● Literacy improvement ● Content Visits ● Public opinion of poetry
- 30. ● Organ registry ● Sentiment around donation ● Twitter followers
- 31. Activity: Draw and plot 3-5 KPIs Frequency of measure
- 32. Where does traffic come from?
- 34. 6 Sources of Traffic
- 35. Search Engine Optimization (SEO) Write content that answers a question people have WholeWhale.com/University Code: IMPACT
- 37. Grew monthly web traffic by 900% by maximizing Google Adwords, new communications and SEO strategies, and a website redesign Case Study National Aphasia Association 9x traffic
- 38. Google Ad Grants $10k PER month in search ads! google.com/nonprofits wholewhale.com/adwords
- 39. 0 to 420,000 teen poets in 6 years In-kind Ad Grant value: Traffic & Acquisition Case Study Power Poetry
- 40. Show for critical need searches that drive texters in crisis. Crisis Text Line
- 41. How is it measured?
- 42. What is ? Google.com/analytics ● Free, Web analytics for your website ● Javascript that lives on every page ● Every website codebase can handle this ● Takes less than 30min to install ● Shows what/where/how/when activities on your website (not so much why)
- 44. Goals/Events
- 46. Q: What are people doing on our site? Is a bad, broad question… Leaving on weekends, returning during the week Coming from major cities Coming from 4 major sources of traffic Bouncing from our homepage 60-80% Increasing when we send our emails
- 47. Good Questions Where is the front door of our website? How is our organic traffic YoY? How is traffic converting to goals? Ask your team what they need to know.
- 48. Q: Where is our ‘front door’? AKA where are most people landing on our site as their first page? Only 4.6%
- 49. Action: fix your real front door Make every page work toward your goals.
- 50. How is organic traffic YoY? ● Are we growing/flat/declining? ● Month vs Month last year ● What % total?
- 51. Action ● Set up Google Search Console and connect to GA! ● Explore keywords and content that are working or declining ● Do an SEO audit ● Learn more about SEO/Content Marketing WholeWhale.com/university free code: IMPACT (for uDemy courses)
- 52. Results
- 53. Why do you have a website?
- 54. The spectrum of nonprofit websites Brochure Digitally reliant
- 55. Thought to action Google Ad Grant SEO content
- 56. Thought to action Google Ad Grant
- 58. Attribution
- 59. Steal this data studio dashboard wholewhale.com/dashboard
- 60. Final Thought
- 62. Your work matters when heard
- 63. In NGOs We Trust
- 64. Your work matters, We need you to be heard