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[ 7 Steps of Measurement – Hurricane Sandy ] Goal: Audience: Investment: Raise $x million to people who love staff time, support animal animals and want technology hosting relief efforts to help Metrics: Tools: Benchmarks: amt. of donations, Convio, Tweetdeck, last hurricane donations by Facebook Insights, (Isaac) we raised $x source, Twitter ad platform thousand sentiment % Insights: text to give fundraising in social media works really well so we need to do more of it, we raised a significant amount of money via sharing so we need to continue to optimize that medium, Facebook photo album tied to donations worked because people are so visual so we need to use photos more to tell our story.

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