Measuring Networked Nonprofit: Peer Group 1 - Session 1
1. Peer Learning Group 1:
Measuring the Networked
Nonprofit:
Action Learning Project
Session 1: Feb. 4, 2013
Beth Kanter,
Visiting Scholar, Social Media and Nonprofits
The David and Lucile Packard Foundation
Organizational Effectiveness Program
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3. Participants: Roll Call
AAPIP
American Civil Liberties Union
American Leadership Forum - Silicon Valley
Arts Council Silicon Valley
Community Foundation Santa Cruz County *7 unmute
COMPASS
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Exhale
GlobalGiving
Grantmakers for Effective Organizations
Ibis Reproductive Health
International Women's Health Coalition
Kuumbwa Jazz
Leadership Learning Community
Leopold Leadership Program
Marine Science Institute
PACT
Population Action International
Roots of Change
Stanford Social Innovation Review
The Encore Fellowships Network (hosted by encore.org)
United Way Silicon Valley
Upwell, incubated by Ocean Conservancy
WildAid
Young Invincibles
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Flickr Photo
by Malinki
5. Peer Learning Group 1:
Measuring the Networked
Nonprofit:
Action Learning Project
Session 1: Feb. 4, 2013
Beth Kanter,
Visiting Scholar, Social Media and Nonprofits
The David and Lucile Packard Foundation
Organizational Effectiveness Program
7. Agenda
• Reminders and Recap
• The 7 Steps of Measurement: Overview
• Techniques for Identifying Success and
Getting Consensus On Measurement
• Action Learning Projects: What is your idea
for an Action Learning Project
• Next Action Steps and Next Session
Only the Tweet your
moderator can insights
see you chats #netnon
8. Peer Learning Program Outcomes
• 50% (12) of participants design, implement, and
document an action learning project that improve results
of social media strategy through measurement
• Participants generate six case studies of how
nonprofits can measure social media effectively that are
published on Beth’s Blog and/or presented during a call
• 50% (12) of participants improve baseline level of
maturity for one or more CWRF Measurement Indicators
and average for group increases by .5 point
15. Bill Gates and Measurement
“Given a goal, you decide on what key
variable you need to change to achieve and
develop a plan for change and a way of
measuring the change. You use the
measurement as feedback to make
adjustments. I think a lot of efforts fail
because they don’t focus on the right
measure.”
16. Results Value Metric
Increase donations More efficient fund raising % reduction in cost per dollar raised
Increase donor base More revenue from a more diverse % increase in new donors
base
Increase number of volunteers More gets done, % increase in volunteers
Less burden on existing volunteers or
staff
Increase awareness Increase donors/volunteers % increase in awareness,
Change in behavior % increase in visibility/prominence,
Positive correlation between
increase in donors vs. visibility
Improve relationships with existing Better management, more stable % improvement in relationship
donors/volunteers finances scores,
% increase in donation from existing
donors
Improve engagement with Better feedback and ideas for % increase in engagement
stakeholders innovation (comments on YouTube, shares on
Better understanding of attitudes Facebook, comments on blog, etc.
and perceptions of stakeholders
Change in behavior Achieve the mission % decrease in bad behavior,
% increase in good behavior
Change in attitude about your % likely to volunteer or donate % increase in trust score or
organization increases relationship score
Increase 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
17. ACLU NJ – How They Did Step 1 & Step 2
“Advice: Create an environment in which each
participant is free to speak candidly and without
the fear of going off topic. Once we
accomplished this, ideas began to bounce back
and forth and a major
development/communications multimedia
campaign was created! By the time we walked
out of the room, we had at least 3 good and
easily achievable outcomes for social media that
we were all very excited about implementing.
18. Meeting To Agree on Goal and Audiences
1: Understand Background
2: Assemble Your Team
3: Meeting: Discuss
Success/Failure
4: Brainstorm
5: Vote/Play Money
CHAT: When will you have a meeting? What will you
discuss? How to get consensus? Did you have a meeting
to discuss the pilot? What happened?
Source: KD Paine – Measure What Matters
19. Action Learning: Project
• Apply the 7 steps of measurement
• Project should focus on smaller, doable
activity or campaign to measure
• Project should ideally start and finish by June,
2013
• Don’t need to measure everything about it
• Go for the easy win
• Priority in work plan
• Keeps ED up at night
• Area of practice to improve
20. Action Learning Project: Living Case Study
http://measure-netnon.wikispaces.com/Marine+Science+Institute
21. Action Learning Project: Living Case Study
Measuring the Nonprofit Network Peer Group Notes:
For this project, we are thinking we may focus on increasing our number of online
subscribers via a series of deals/promotions that tie into SSIR's 10th anniversary.
The project would begin in late February and run through mid-May, with 1 deal
per week (10 total) that we share only on social media.
This sparks some new questions, including: Do we run the same promotions
across all four of our social media platforms? To experiment with measurement,
should we run each deal twice with different wording/different launch times to
compare the effectiveness of the messaging? Are there creative ways to tap into
new audiences/readers via social media apart from broadcasting the deals?
22. Action Learning
Project Types
Single Program/Event/Channel
Formal Ladder of Engagement Model
Brand Monitoring
Influencer Researcher
Evaluation and Selection of Tools
Improve Internal System – Dashboard, Reporting, Sense-Making
Prelude Project: Benchmark or Research
Identifying An Action Learning Project
Deliverable
• Design complete by March 1st or sooner
• Implementation – March 1- June 1st
• Presentation – June 24th
23. Poll: Defining Your Action Learning Project
Case Study
Project Finished
Implementing,
Not Finished
Designed, Not
Implementing
Started designing
Not Started
24. Action Learning Project: Reflection
• What is unclear? What do you need to do
to further define your action learning
project?
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25.
26. Next Session
Next Session:
Feb 25: 1:00 pm PST
Content
• Share Action Learning Projects from the Group: Plans/Design
• Defining KPIs
Homework
• What small measurement pilot might help your organization the
most? Use worksheet
• Have a meeting to prioritize stakeholders/goals and design your
project – share it on your wiki journal and be prepared to share
on the call
• Need to book a coaching session?
• http://measure-netnon.wikispaces.com/Beth%27s+Office
Editor's Notes
Welcome. This is the very session for this project and I’m thrilled that you have decided to participate in this learning journey. I look forward to learning a lot from you. Today’s call is an orientation to the program and an opportunity for you to ask questions.Give my gratitude the The David and Lucile Packard Foundation for supporting this project and my work …
Every few minutes as we get started, tech support reminder, type into the chat, roll call
Because this is our first call, I’m going to run down the names of the organizations and have everyone say their name – so we can hear each other’s voices. I won’t be doing this for every call – we will get into grove where you should arrive 5-10 minutes early and announcement yourself. If you arrive after the call is underway, let us know you are hear by using the chat.
http://www.flickr.com/photos/malinki/2621920871/sizes/o/Start recording about 2 minutes late to let people join *2
Welcome. This is the very session for this project and I’m thrilled that you have decided to participate in this learning journey. I look forward to learning a lot from you. Today’s call is an orientation to the program and an opportunity for you to ask questions.Give my gratitude the The David and Lucile Packard Foundation for supporting this project and my work …
Here’s a little bit about me – blogger, author, trainer.A lot of my work lately has been designing and facilitating peer learning networks about becoming networked nonprofits and social media– the photo there is a cluster of Packard Fdn. Grantees that focus on family planning … I was in Delhi in June for the start up – an intensive boot camp, followed by remote assistance. There’s were great lunches there, so to avoid people falling asleep … I made them move. The hotel had beautiful three story staircase and they had do laps … so if you do training – incorporating movement and interaction helps people learn and we’re going to do a lot of that today!
This is our agendaRoll CallThe 7 Steps of Measurement: OverviewTechniques for Identifying Success and Getting Consensus On MeasurementAction Learning Projects: What is your idea for an Action Learning ProjectReflectionNext SessionHomework from Last CallReview your CWRF Assessment and the information on your wiki profile pageWrite in your Wiki JournalWhat area of practice do you want to improve and how could that be part of your action learning project?What small measurement project would help your organization create a measurement habit?What is your initial idea for an action learning project? – we’ll pause along the way for questions.
I was lucky enough to discuss this with the Packard Foundation evaluation team … the advice I got was that this was reasonable measurement …The first outcome is more of an activity – I’ve found that if participants do the work, they improve their skillsBased on my experience 50% is a reasonable completion rateI am also hoping to capture 6 case studies – that illustrate the work we’ve done that can be shared on my blog and presenting during our learning culmination call or along the way. This is where the office hours come in …I’m using a process called “Baseline” – so I establish where you all are at the beginning and then I do the same survey at the end and compare. This is not necessarily a beginner approach …. The baseline is based on the CWRF and I’ve been working on over several years, testing and reiterating – many thanks to Packard Foundation’ s support to do this .. This year trying to quantify the transformation in skills or knowledge.The measures need to further validating, so we’re still testing.One thing I should note, is that measures are not a report card for you .. If you got 1.2 on something and ended up with 1.5 – that’s progress … it doesn’t matter that someone else got a 2.1 .. So the numbers are not value judgements.What this does give me a benchmark for the group, helps me customize the content, etc.
These are the measurement indicators that were on the baseline survey and have been used to guide the content of the peer learning groupsBut since the focus is on improving your measurement skills, I’m only go to measure and report on the three measurement indicators …….
Each session will include the following related to each best practice: Framework Examples Additional How To Resource Wiki will have links and resources as well as links to notes from call Hub for Journals and Over the Shoulder Learning Wiki will be updated with resources suggested or used by participants during the calls or office hours
http://www.bethkanter.org/success-social/Our book introduces nonprofits to the 7 steps of measurement – steps that can be used to measure anything. How did your organization apply it to social media measurement?Working on the 7 steps of measurement is still an ongoing process for us! While we have articulated our main goal and identified our stakeholders, we are still actively exploring what kind of investment we can make and what various benchmarks mean to us and more importantly what we should do with the numbers we collect. We have realized that without a large budget and stringent privacy restrictions regarding Google analytics, it will take us more time to accomplish the final steps.Who was at the meeting that led to the white board brainstorm?Our brainstorming session included our three-member communications team and our Development Director. One of the many important lessons the ACLU-NJ has gleaned from the “The Networked Non-Profit” and “Measuring The Networked Nonprofit” is the benefit of involving outside staff members in communications-related decision making. By involving other staff members in communications-related decisions, we have been able to increase their investment in messaging and the collaboration process has become more dynamic.What questions did you ask? What prep did you do?During our brainstorming session we posed such questions as, “What is the point of using social media?” “What are our goals with social media?” “Who is our audience and who do we want them to be?” and “Who are the ACLU-NJ’s stakeholders?” These questions were submitted to the brainstorming team the day beforehand so each person had time to reflect. While each question was discussed at some point during the session, the team also made a concerted effort to not strictly adhere to an outline.What was easy about defining success? What was hard?Defining success became easy once the team got over the hurdle of thinking too narrowly. Our first thought was something along the lines of, success means: “3,000 twitter followers by the end of the year” or “A Facebook post with 25 likes.” But once we began to look at the bigger picture, defining success in regards to online engagement became an exciting wish list that after reviewing it seems very possible! Our initial list looked something like this, although the next step is proritize it.CultivateEducateConvert —> loyaltyInfluence —> take actionInspireMotivateClarifyLearn (about followers)ShareStarting ConversationsGrowth organization/membershipWhat is your measurement pilot?We haven’t launched a major social media campaign since our brainstorming session but are planning to develop a measurement pilot the next time we execute our semi-annual cartoon caption contest or a Facebook campaign involving one of our legal cases.What advice would you give to others?Our main advice to others is to create an environment in which each participant is free to speak candidly and without the fear of going off topic. Once we accomplished this, ideas began to bounce back and forth and a major development/communications multimedia campaign was created! By the time we walked out of the room, we had at least 3 good and easily achievable ideas that we were all very excited about implementing. We will continue to have these brainstorming sessions every few months to focus on best practices for our organization to measure data and to have frank discussions about how social media can help our organization’s mission.
http://www.flickr.com/photos/striatic/107910471/This was all in the worksheet on the wiki, but did you have a meeting to discuss the pilot? What happened?
Having people know we existThat we are a non-profitMSI serves all levels of income students – and lots of them: more than 50,000 a year.Only behind Cal Academy and Monterey Bay for number of students served per year.We have public programs throughout the yearHow are we going to measure this?Survey online and at Earth Day on the BayWhy do we want people to know these things?If more people know we exist, more people will pursue using our programs (telling their teachers, coming to events), more people will donate, and potentially get involved in a Capital Campaign in the future to secure a permanent location.Increasing Sharable Comments:For Earth Day on the Bay specifically, this will help us create a ‘buzz’ for the event. This spreads awareness about MSI. Also will lead to more higher participation in the event (goal of 2000 participants, compared to 1500 for the past two years).How are we going to measure this?Count how many shares result from FB posts associated with Earth Day on the Bay.Blog posts count the shares.Count click through from FB to blog, and vice versa.Constant Contact forwards to a friendWeb Site – email ‘tell your friend’ generator – we can count the clicks on that function.Survey: ‘how did you hear?’, ‘did you attend’ have one online, and at the event.Why do we want these things?More buzz leads to more support for MSI: greater event participation, program bookings, donations, and future support.
