Measuring the Networked Nonprofit: Using Data to Change the World
Beth Kanter, Katie Delahaye Paine
Format: PDF / Kindle (mobi) / ePub
The tools nonprofits need to measure the impact of their social media
Having a social media measurement plan and approach can no longer be an after-thought. It is a requirement of success. As nonprofits refine their social media practice, their boards are expecting reports showing results. As funders provide dollars to support programs that include social media, they too want to see results. This book offers the tools and strategies needed for nonprofits that need reliable and measurable data from their social media efforts. Using these tools will not only improve a nonprofit?s decision making process but will produce results-driven metrics for staff and stakeholders.
- A hands-on resource for nonprofit professionals who must be able to accurately measure the results of their social media ventures
- Written by popular nonprofit blogger Beth Kanter and measurement expert Katie Delahaye Paine
- Filled with tools, strategies, and illustrative examples that are highly accessible for nonprofit professionals
This important resource will give savvy nonprofit professionals the information needed to produce measurable results for their social media.
to bring in a measurement expert to help you clarify what you want to measure and why. This doesn’t have to be expensive. 36 c03.indd 36 Measuring the Networked Nonproﬁt 21/08/12 6:05 PM For example, as we discuss in Chapter Eight, the Analysis Exchange helped the American Leadership Forum by supplying an analytics volunteer to create a framework and system for gathering data. Become a Curator of Metrics If you are the person responsible for implementing social media for your organization,
manager, the board of trustees, or other people Creating a Data-Informed Culture c03.indd 37 37 21/08/12 6:05 PM in your department. If there are many different decision makers, you may need to do a formal survey to make sure that everyone ends up on the same page. Sara Thomas, who handles social media for Ocean Conservancy, says, “It was really useful to bring in my entire department on the effort rather than working solo on the project. This helped with buy-in.”9 Learn from Your Results
PM Now let’s suppose that instead of working on the concert, the executive director of charity A devoted some of her time to social media networking. We might suggest that she do two things: • Identify four or five topics for a Google Alert, and add a few columns to her Hootsuite window—say, one hour a day for two weeks, or fourteen hours. • Identify active social media influencers in the local area—say, two solid days, or sixteen hours. That’s a total investment in social media of thirty
member will be a resource for your organization for some length 114 c07.indd 114 Measuring the Networked Nonproﬁt 21/08/12 6:06 PM of time into the future. Many of them you will never hear from again, but some will become steady donors or supporters for years, and some will eventually even leave you money in their wills. The lifetime value of a donor will vary greatly from organization to organization, but the point here is that you can use your data to understand what it is for your own
Networked Nonproﬁt 21/08/12 6:07 PM Figure 9.2 The Humane Society’s Infographic to Report Results Measurement and the Aha! Moment c09.indd 165 165 21/08/12 6:07 PM HOW BETH FOUND INSIGHT FROM THE DEVIL’S TOWER IN HER FACEBOOK INSIGHTS DATA The goal of my Facebook page is to listen to nonproﬁt practitioners and their ideas, concerns, and needs on using social media effectively. My result metrics are the number of good ideas I get in return, and the time I save by getting ideas for blog