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Npexperts webinar

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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
  14. Video
  15. 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
  16. 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
  17. 140,000 120,000 100,000 80,000 60,000 40,000 20,000
  18. 140,000 120,000 100,000 80,000 60,000 40,000 20,000
  19. 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
  20. 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
  21. 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
  22. Social Fundraising marries fundraising and social media to transform stakeholders into fundraisers for your organization 7 Secrets to A Well-Measured Social Fundraising Campaign
  23. • Online Fundraiser for Surf Rider Foundation: $5,000 • Online Memorial Event: #OceanLoveEarl
  24. 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
  25. 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.
  26. 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
  27. 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”
  28. Results: Online Memorial Event
  29. 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
  30. Set A Realistic Goal Based on Benchmarking
  31. Don’t Suffer from Too Small To Fail
  32. Social Proofing Helps Generate Donations
  33. Offer A Continuum of Engagement Higher: Donate Share A Personal Story About the Ocean Provide Advice Lower: Retweet Links ThunderClap
  34. Leverage Influencers
  35. Network Map of Influencers
  36. Use Facebook Promoted Posts for Reinforcement
  37. Honor the Creativity of Your Network
  38. 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
  39. Thank you! www.bethkanter.org www.facebook.com/beth.kanter.blog @kanter on Twitter Questions!

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