1. Peer Exchange Group 2:
Measuring the
Networked
Nonprofit:
Proving Results To Improve
Session 7:
Reflection and Reiteration
January 5, 2012
Beth Kanter,
Visiting Scholar, Social Media and Nonprofits
The David and Lucile Packard Foundation
Organizational Effectiveness Program

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3. Peer Exchange Group 2:
Measuring the
Networked
Nonprofit:
Proving Results To Improve
Session 7:
Reflection and Reiteration
January 5, 2012
Beth Kanter,
Visiting Scholar, Social Media and Nonprofits
The David and Lucile Packard Foundation
Organizational Effectiveness Program

4. This call is being
recorded
*2
Flickr Photo
by Malinki

5. On The“wikito Today your reflections
Don’t forget jot down
in your
Call
journal”
Beth Kanter Becky Jain

6. Agenda
Beth’s Reflection/Journal
Peer Assist:
LAUP
Second Harvest Food Bank
Surfrider
United Way
Reflection and Reiteration
Next Session
Reflection
Ask Your Questions and Share Your Insights in the Chat!
Twitter Hashtag: #measurenp

7. Beth’s Journal
Program Outcomes
At least 50% of 27 participants implement a
social media measurement pilot that helps
document value/results or improve social
media practice by end of the Peer Group
1/2012
At least 50% of 27 participants, generate
case studies and/or insightful quotes for the
Measuring the Networked Nonprofit book by
1/2012
http://measure-netnon.wikispaces.com/Peer+Group+Review+of+Book

8. October

9. November

10. December

11. CHAT:
If you have finished planning, but not
implementing, why?
For next year, do you feel you’ve learned enough from
planning? How to get to doing – a project that is
useful, short-term, and doesn’t get stuck?

12. History: Since 2005, Los Angeles
Universal Preschool (LAUP) has
supported the operation and/or
development of more than 325 preschools
in Los Angeles County, touching the lives
of more than 50,000 children through
enriching curricula and nurturing
environments aimed to best prepare
children to succeed in kindergarten and
beyond.
Mission: To provide high-quality
preschool for all four year olds in Los
Angeles County.

13. Measurement Pilots
• Track the number of new LAUP parents who like our Facebook page.
o OBJECTIVE/STRATEGY: To see how many new families are coming to
our FB page for information. This will helps us in our long-term strategy
of finding ways to engaging and strengthening relationships with our
families, and also help increase awareness about the importance of
early education and preschools.
o Audience: New preschool parents
• Track the number of likes/comments around the posts for the annual Dream
Big Online Auction which ran from Oct. 17 - Oct 28.
o OBJECTIVE/STRATEGY: To gauge the number of people who entered
the auction, submitted items, and eventually bid on the items. We also
wanted to analyze if people were going to the auction site, via posts on
Facebook.
o Audience: New parents, Alumni, Teachers, local elected officials

14. Communication for Pilot #1

15. Communication for Pilot #2

16. Pilot Results
Measurement Pilot #1
Date Before After
Oct. 1 – Oct. 31 1,279 1,338
Oct. 1 – Dec. 31 1,279 1,395
(year-end)
Measurement Pilot #2

17. Challenges/Reflections
• Start collecting new parent email info before September so we can begin
communicating with them over the summer. We are still sending out
“welcome parent letters” now and it’s fully five months after school has
started.
• Need to collaborate with LAUP’s Research/Evaluation team regarding this
issue.
• LAUP has one-year to establish strong relationships. We provide only one-
year of preschool to four-year-olds, so the earlier we start talking to
parents, the better.
• The annual auction didn’t resonate with our FB community. For next
year, we may have to rely solely on direct mail to communicate news about
the auction.

18. Mission:
Surfrider Foundation is dedicated to the protection &
enjoyment of oceans, waves and beaches through a
powerful activist network.
Community Manger: Vickie McMurchie
vic@surfrider.org @surfrider

19. Pilot Program
• Measure the success of our first ever
RAPtoberfest event.
– RAPtoberfest was a month-long Rise Above Plastics
campaign hosted throughout the month of October.
Measure the following:
• Membership Sign-Ups
• Revenue
• Interactions & Social Media Growth
• National Event

20. What Success Means
• Enviro: 300 unique visitors to our micro-site
• Chapter: 20 RAPtober Events.
• Membership: 100 new members or $2500.
• Engagement: We hosted a photo contest in connection
with RAPtober called One Foot At a Time. We hoped to
receive 50 submissions.

21. One Foot At A Time
• Hosted an plastic cleanup event on October 1 that
brought together volunteers from across the country
to raise awareness of the dangers of plastic pollution
by removing pieces of plastic trash from our
environment, one square foot at a time. Supporters
then collected the material to create unique mosaic
sculptures on templates we provided.

22. Social Media Outreach
• Created suggested SM messaging for all of our
chapters.
– Created #RAPTOBERFEST hashtag and trackable links
using bit.ly for easier tracking.
• Increased FB fans by 5K from mid-Sept to Oct. 31
• 1.5 Million Unique Users on Facebook (monthly total)
• 115K Monthly Active Users – 2nd highest month in 2011
• Increased Twitter Followers by 2.5K

24. Results
• Over 6,000 Unique Visitors to
www.raptoberfest.org/
• 343 Memberships/Donations - $14.6K
• 24 Chapter Hosted Events
• 1000s of pieces of plastic removed from
beaches.
• 300 Photo Submissions.

25. Reflections
• Low hopes ~ Huge Success
• Weren’t able to measure all of the unique visitors
and web visitors we wanted to.
• Received a lot of great feedback from our
Chapters & Members.
• Lot of Interest from Schools & younger
demographic.
• Largest # of submissions of photos EVER.
• Will definitely repeat this event.

26. Second Harvest Food Bank Measurement Pilot:
A Visual Approach to Facebook Engagement
Goal: Increase Facebook engagement to create a more educated online community that is
ready for more tangible calls to action. Specific goals include:
• Increase page likes to 12,000 by 12/31/2011 (achieved on 12/1/11)
• Increase post feedback by 300% in September and by 200% in following months
• Increase post sharability
Strategy: Create more fun and sharable content and build atmosphere conducive to
supporter-initiated posts.
Tactics: Measure what works, especially during Online Action Challenge, and implement
throughout 2011 holiday season. Use visuals to tell our story and reach friends of fans.
Primary measurement tool: Facebook Insights
Michelle Berg
New Media and Events Manager
Second Harvest Food Bank
of Santa Clara and San Mateo Counties

27. Online Action Challenge Sets the Stage
for Measurement and Action
In September, we ran our 3rd social media challenge, in this case, the Oracle Online Action
Challenge. Oracle made donations for all online actions
(likes, comments, RTs, photos, etc) during Hunger Action Month, reaching a maximum
donation of $25,000. Creation of content and user interactions were considerably higher
than in other time periods. We used findings from this month to guide efforts throughout
the critical holiday season.
Jul Aug Sept Oct Nov Dec
Total page likes 10,260 10,321 11,521 11,649 11,996 12,122
Avg. daily 16 19 147 28 58 43
talking about
Monthly active 5,321 6,746 9,246 10,478 10,101 9,656
users
Daily news feed 5,659 8,234 21,415 11,001 15,920 9,369
impressions

28. Oracle Online Action Challenge

29. What’s in the Warehouse Wednesdays
WITWW photos received 30% more
impressions and 44% more feedback than
other posts

30. September Oracle Online Action Challenge–
Raise Your Fork Against Hunger!
Cute animal received 10x
more likes than people!

31. November– Perky the Turkey
Animals can fight hunger, too!
Cute Perky the
Picture + Animal = Turkey!

32. Promoting Perky
In addition to
promoting
Perky on
Facebook, we
also had flyers
at the docks
where people
donate food.
He was also
called out in
our eNews
(50,000
recipients)

33. Combined Perky the Turkey with
Silicon Valley Turkey Trot
On posting day we had 73 new page likes
compared to November average of 14 per day

34. Promoting Perky through the Silicon
Valley Turkey Trot
As a beneficiary of
the race, we were
able to place a free
ad in the Virtual Race
Bag (sent to 21,000
participants). Perky
was popular
here, too!

35. Perky the Turkey Helps Reach
Turkey Goal in Record Time!
Perky the Turkey
142 photo tags
98 likes
21 shares
25 comments
Goal: 11,500 turkeys
Result: 11,500 by Thanksgiving
Over 12,500 through December

36. Perky’s Popularity = December Encore

37. Growing Forward
Now that the busy holiday season is ending, we will consistently measure online
activities to create content that shares our story in an engaging way and meets
the evolving needs of our online community. Perky may become a year-round
fixture or lead to another sharable ambassador for the Food Bank.
Some areas of focus will include formalization of cause marketing guidelines
(based on performance of similarly categorized posts) and measurement of post
success based on SHFB functional area.
Weekly “Facebook Friday” e-mails to all staff will serve to inform our internal
audience and also capture more viral stories to share across our online channels.
www.facebook.com/2ndharvest
www.SHFB.org

44. KD Paine’s Basic Steps
Define Results
Strategy
Benchmarks
Metrics – KPI
Costs
Select Right Tool To Collect Data
Turn Data in Action

45. After
Action
Review
Source: Michelle Martin -
http://michelemmartin.wikispaces.com/Reflective+Practice+for+TAFE

46. CHAT:
Reflection Questions:
• What is your formal process for
making decisions and changes based on
your data?
• How does your organization with
deal with “failure”?

47. Next Session:
January 12 at 11 PST/ 2 EST
Learning Culmination, Peer
Presentations
Homework: Should be implementing,
done designing. But if your
measurement pilot is based on future
program, it is ok
Office Hours
Optional: Peer Review Book Chapter
http://measure-netnon.wikispaces.com/Peer+Group+Review+of+Book