Beth Kanter and KD Paine, co-authors of the newly published Measuring the Networked Nonprofit, will share tips, stories, and lots of practical information about your nonprofit can transform its culture to embrace the data.The webinar will share a powerful simple framework, "The 7 Steps of Measurement," that will help your organization learn how to set measurable goals, come up with the perfect Key Performance Indicator, select the right measurement tools and metrics, and most importantly how to make sense of your data. We'll also share some some tips and frameworks for measuring engagement to improve relationships with your organization's stakeholders.
Worked in the nonprofit sector for over 33 years. Had a front row seat at the creation of a field – nonprofit technology – use of technology for mission-driven work. I’m a master trainer so I get to travel around the work and work with changemakers on how to use the tools for social change or mission driven work. Most recently, have designed and delivered curriculum for nonprofits to become networked nonprofit – Middle East, Africa, India, etc. There are wicked problems in the world -- I’m passionate about social change and strongly believe that two of the skills that nonprofits need to embrace to solve them. Also a share of the royalities are going
Meet KeoSavon. It is important to me that the book has a social change mission so I am donating my royalities to send her to college in Cambodia through supporting the Sharing Foundation program for education. It will make difference in her life.She is a civil engineering major and is 2nd in her class. I met her this summer when I visited Cambodia. She lives in the orphanage that my daughter came from in Cambodia – and KeoSavon also calls me “mom.” She told me she wants to go to graduate school in the US – MIT or Stanford. I told her that I would have to sell a lot of books!
The book covers basic measurement techniques and frameworks like how to measure engagement, relationships, influence, define success, social fundraising, as well as some of the more difficult networked nonprofit strategies like networks, transparency, and crowdsourcing.It has a lot of practical information and tips – but I’d like to share with you one idea from the book – and that’s about becoming data informed, but first I have to tell you about my own measurement story.
One of the reasons why I wanted to co-author this book with the goddess of measurement is that the nonprofit sector has some challenges in embracing measurement …. We wanted to create a handbook that help nonprofits get past these challenges .. .and approach measurement like many of you do – being data informed.
There’s another important organizational skill - data-informed this describes agile, responsive, and intelligent nonprofitsthat are better able to succeed in a rapidly changing environment and can fuel networks of networks. DoSomething.org has a big hairy social change goal: To harnesses teenage energy and unleash it on causes teens care about by launching a national campaign per week. The call to action is always something that has a real impact and does not require money, an adult, or a car. Their measurable goal is to get 5 million active teen members engaged in social change campaigns by 2015. Their use of social media, mobile, and data all strategically selected and use to reach that goal.They are a networked nonprofit with a data informed culture – and it started at the top with their board and advisors ..Reid Hoffman and DjPatil – “A Data Scientist” – have advised the CEO – Nancy Lublin – not only what infrastructure is needed to collect and make sense of data, but how she as the leader can’t rely on hunches – decisions – have to be informed by data.
http://www.flickr.com/photos/mkrigsman/3428179614/DoSomething has two data analyst positions on staff .. And they aren’t sitting in the corner playing with their spreadsheetsWhile a big part of their job is to become the stewards of the dashboard, they work with staff – so that making sense of data Is not an adhoc process, but one of continous improvement of the programs. The data analysts work collaboratively with staff to help them apply and understand their data.
One of their organizational mantra is “Spend More Time Thinking About The Data, Less On Collecting ItPregnancy Text” Campaign featured on their quarterly dashboard. This clever sex education campaign is an updated version of the teen pregnancy education program where young people carried eggs around and pretend they are babies. It was a text campaign where teens opted in to receive texts on their mobile phones from the “baby.” Once they joined (and they could share it with their friends). they received regular annoying text messages at all hours from the “baby” that poops, cries, and needs their immediate attention.The team at DoSomething.org uses data to base the program design, key performance indicators and a hypothesis to be tested. They looked at survey data from the National Campaign: nearly 9 in 10 (87%) young people surveyed also say that it would be much easier for teens to delay sexual activity and avoid teen pregnancy if they were able to have more open, honest conversations about these topics with their parents and/or friends. So, success of this campaign would be mean that participants talk with their family or friends about the issue and delay sexual activity.The basic design had those who signed up challenge their friends to take care of a text baby either by (1) going to DoSomething website and selecting 5 friends to challenge or (2) after receiving a text from DoSomething (sent to DoSomething’s 300k mobile subscribers) would opt to challenge friends after reading a quick stat on US teen pregnancy. Participants that accepted the challenge would then start receiving texts the following morning from the text-baby. After completing the challenge user were prompted to send it to their own friends.DoSomething.org also followed up with 5k of the users with a text-based survey to measure impact.Once defining success and identifying the right data collect, here’s some of the insights they gleaned according to Nancy Lublin, CEO of DoSomething and Jeffrey Bladt:SMS as a platform: They are monitoring engagement per communication channel and it has revealed SMS to be 30xs more powerful for getting their users to take action as compared to emailChallenging 5 friends: we’ve tested various group sizes for SMS experience and have found the a group of 6 (1 alpha inviting friends) leads to the highest overall engagementResearch Based Messaging: The general messaging for the campaign was based on survey findings that found (1) big scare tactics (e.g. getting pregnant = not going to college) we not as effective as highlighting who being a teen parent changes daily life (e.g can’t go to the movies because baby sitter cancelled); (2) a CDC report that found: “The impact of strong pregnancy prevention messages directed to teenagers has been credited with the [recent] teen birth rates decline.A/B Testing: They pre-tested different messages and frequency of sending the messages to smaller test groups of teens to optimize the number of messages the baby would send during the day, as well as the content. They ended up doubling the frequency and rewording several interactions as well as building in a response system (so the baby would respond if teen texted an unsolicited response). The insights from these tests pushed up engagement and likelihood of forwarding at the end.Impact: They did a survey to measure this. 1 in 2 teens said that taking the Pregnancy Text made it more likely that they would talk about the issue of teen pregnancy with their family and friends.As you can see from the above insights, DoSomething just not gather and analyze topline data:101,444 people took part in the campaign with 100,000 text-babies delivered171,000 unsolicited incoming messages, or 1 every 20 seconds for the duration of the campaign. During the initial launch period (first 2 weeks), a new text message was received every 10 seconds.For every 1 direct sign-up, DoSomething gained 2.3 additional sign-ups from forward to a friend functionality. The viral coefficient was between 0.60 and 0.70 for the campaign.1 in 4 (24%) of teens could not finish a day with their text-baby (texted a stop word to the baby)DoSomething.org uses its data to continuously improve programs, develop content, and shape campaign strategies. So DoSomething.org wants its staff to spend more of its brainpower thinking about the data, rather than collecting it. To ensure that this happens, DoSomething.org’s Data Analyst Bob Filbin’s job is more than programming formulas in Excel spreadsheets. Says Filbin, “One of the biggest barriers in nonprofits is finding the time to collect data, the time to analyze, and the time to act on it. Unless someone is put in charge of data, and it’s a key part of their job description, accelerating along the path towards empowered data-informed culture is going to be hard, if not impossible.”
Back in the office, the data scientists were looking at the data in real time to figure out what was driving people to their landing page and getting them to sign up.
Fail Fest And Pink Boas: Don’t Be Afraid To FailDoSomething.org doesn’t use its data to pat itself on the back or make the staff feel good. Lublin notes that they’re not afraid of failure. They hold regular “Fail Fest” meetings, where each person on staff has to present a campaign or program failure. They share three things they learned about themselves and three things the organization learned. To remove the stigma from failure, Lublin says, “We have to wear pink boas when we present.” http://www.flickr.com/photos/ruminatrix/2734602916/in/faves-cambodia4kidsorg/
The “Crawl, Walk, Run, Fly” Maturity of Social Media practice framework is in Beth’s next book, Measuring the Networked Nonprofit. We used to help us design the program, determine process outcomes, and help us evaluate our progress.Explain modelPhotos: Runhttp://www.flickr.com/photos/clover_1/2647983567/Flyhttp://www.flickr.com/photos/micahtaylor/5018789937/
I want to make a distinction between measurement and strategy .. There are overlaps … The strategy is all the stuff you do to get results – including measurement ….
There really are only three times of tools in social media measurement If you want to measure messaging, positioning, themes, sentiment you need Content analysisIf you want to measure awareness, perception, preference you need Survey researchIf you want to measure engagement, action, purchase: you need Web analyticsIf you want predictions and correlations you need two out of three
Becoming A Networked Nonprofit: Maturity
of Practice Model – Data Informed Crawl Walk Run FlyLacks consistent data Data collection Data from multiple Org Wide KPIs collection consistent but not sources shared No reporting or Data not linked to System and structure for Organizational synthesis results, could be wrong data collection Dashboard with data different views, sharingDecisions based on gut Rarely makes decisions Discussed at staff Data visualization, to improve meetings, decisions reporting, formal made using it reflection process
Advice for Nonprofits: Becoming Data-Informed:
Change Is Easier With Small Bets • Use experiments to help evolve • Get started with a small data collection project that is high priority in your organization using the 7 steps of measurement
Strategy /Tactics 7 Measurement• Goals
Steps• Target Audience• Measurement 1. Goals• Engagement/Content 2. Target Audience• Channels/Tools 3. Time Investment• Pilot 4. Benchmark• Budget 5. KPI• Timeline 6. Tools• Measurement 7. Sense-MakingMeasurement isn’t something you do once at the end ….
Results Value MetricIncrease donations More
efficient fund raising % reduction in cost per dollar raisedIncrease donor base More revenue from a more diverse % increase in new donors baseIncrease number of volunteers More gets done, % increase in volunteers Less burden on existing volunteers or staffIncrease awareness Increase donors/volunteers % increase in awareness, Change in behavior % increase in visibility/prominence, Positive correlation between increase in donors vs. visibilityImprove relationships with existing Better management, more stable % improvement in relationshipdonors/volunteers finances scores, % increase in donation from existing donorsImprove engagement with Better feedback and ideas for % increase in engagementstakeholders innovation (comments on YouTube, shares on Better understanding of attitudes Facebook, comments on blog, etc. and perceptions of stakeholdersChange in behavior Achieve the mission % decrease in bad behavior, % increase in good behaviorChange in attitude about your % likely to volunteer or donate % increase in trust score ororganization increases relationship scoreIncrease in skills and knowledge of Improved results from intangible to Increase in revenue per employee,staff Learning tangible % employees understanding their Using best practices, saving time roles and organizational mission
Small Nonprofits Can Do This
Too! 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 KPI 8% virality and comments that indicate the people are more feel the organization more accessible Increase enrollment in classes and attendance at events KPI 10% new students /attenders say they heard about us through Facebook Benchmarks – other similar arts organization and national studies from NTEN Tools: Spreadsheet, SurveyMonkey, FB Insights 30 minutes to analyze spreadsheet while planning content
Step 1 – Define goals
& results• MomsRising Mission: To build a more truly family-friendly nation, as well as to work toward the economic equality of women and mothers.• MomsRising Top Line Goals: Grow the movement, garner media coverage to change the culture, win legislative policy changes, engage with traditionally underrepresented communities, experiment and learn new online and on-the- ground tactics, and listen to and serve our members/our constituency.
Define GoalsGoal: Grow the Movement
Matching Key Result Area (#1): MomsRising is building a strong multicultural movement of people who care about family economic security and well-being. Associated Metrics: We Wanted to Learn So We Measured How fast are we adding New members per unit of members? time Are we losing members? Unsubscribes per unit of time Are we diversifying Collaborations with membership? multicultural orgs
Step 2 – Define audiences•
Target audience = audience needed to achieve the specific goal and related Key Results Areas• For Key Results Area #1 – “MomsRising is building a strong multicultural movement of people who care about family economic security and well-being.”
Step 3 – Define investments
New Wellness Wednesday GatheringFantasy• 1 hr/week• Unmet need for community• Instant draw for existing and new partners Reality • 2-3 hrs/week • Not an instant “hit” • Challenging to get co-hosts and make compelling