Measuring the Networked Nonprofit: Using Data to Change the World
October 2012, Jossey-Bass
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.
Figures and Tables xi
Foreword by Laura Arrillaga-Andreessen xiii
Preface: The Queen of Nonprofi ts Meets the Goddess of Measurement xvii
The Authors xxvii
PART ONE : Introduction of Concepts 1
ONE The Secret Sauce for Nonprofi ts: Networked Strategies + Measurement = Amazing Success 3
TWO The Rise of the Networked Nonprofit: A New Paradigm for Nonprofit Success 13
PART TWO : Basic Measurement Principles, How-Tos, and Best Practices 27
THREE Creating a Data-Informed Culture: How Your Organization
Can Embrace the Data and Use What It Can Teach You 29
FOUR Measurement Is Power: How to Take Control of Your Programs and Progress with the Art and Science of Measurement 41
FIVE Don’t Confuse Activity with Results: The Value of Expressing Your Results in Terms of Organizational Goals 59
SIX The Ladder of Engagement: How to Measure Engagement and Use It to Improve Relationships with Your Stakeholders 77
SEVEN How to Turn Your Stakeholders into Fundraisers: Social Fundraising and How Measurement Can Make It More Effective 99
EIGHT Measurement Tools: How to Choose and Use the Right Tool for the Job 119
NINE Measurement and the Aha! Moment: Using Your Data to Tell Stories, Make Decisions, and Change the World 151
PART THREE : Advanced Measurement Concepts and Practices for Networked Nonprofits 171
TEN Measuring What Really Matters: The Importance and Measurement of Relationships 173
ELEVEN Understanding, Visualizing, and Improving Networks 187
TWELVE Influence Measurement: How to Determine Your Influence and That of Your Organization, Free Agents, and Nonprofit Champions 203
THIRTEEN How to Be Naked and Measure It: Transparency Is a Networked Nonprofit’s Best Friend 221
FOURTEEN Measuring the Impact of the Crowd 235
Epilogue: With Measurement and Learning, Networked Nonprofits Can Change the World 245
Appendix A: Measuring Relationships and Relationship Research 247
Appendix B: Crawl, Walk, Run, Fly Assessment Tool for Networked Nonprofits 251
Appendix C: Social Media Measurement Checklist 255
Appendix D: A Checklist for Monitoring Services 261
Resources for Tools, Tutorials, and Assistance 287
F I G U R E S A N D T A B L E S
1.1 Carie Lewis and Bella Celebrate 4
1.2 The HSUS’s Million Fan Campaign Facebook Page 6
2.1 Wendy Harman Tweets About the American Red Cross 16
5.1 The Theory of Change of Grantmakers for Effective Organizations 73
6.1 Grist’s Ladder of Engagement 80
6.2 Farming Is the New Hipster Occupation of Choice 83
6.3 Invisible Dogs Pledge Form 89
7.1 Autism Speaks’ E-Mail Open Rates 106
8.1 NTEN Journal Survey 124
8.2 Feeding America’s: Social Listening Dashboard 132
8.3 Feeding America’s Facebook Tracking 141
9.1 A Hospital’s Spider Chart 154
9.2 The Humane Society’s Infographic to Report Results 165
9.3 Beth Kanter’s Facebook Insights Dashboard 166
11.1 Social Network Analysis Map of Tech Soup 197
11.2 Using Sticky Notes to Map National Wildlife Foundation’s Social Network 199
12.1 Keywords That the Blue Key Campaign Used to Identify Influencers in Traackr 210
12.2 Blue Key Campaign Metrics for Tracking Twitter Data 212
12.3 The Blue Key Team Uses Google Analytics to Analyze Web Traffic 213
4.1 Matching Measurement Tools with Objectives 52
5.1 Planning the Value of Social Media 68
8.1 Selecting Measurement Tools to Measure Your Goals 122
8.2 Comparison of Survey Tools 127
8.3 Comparison of Manual and Automated Media Content Analysis 133
B.1 Crawl, Walk, Run, Fly Assessment Tool 251
Brian Solis, bestselling author, The End of Business as Usual and Engage!
Named one of the most influential women in technology by Fast Company and one of BusinessWeek's "Voices of Innovation for Social Media," Beth Kanter is the author of Beth's Blog: How Nonprofits Can Use Social Media; a visiting scholar, The David and Lucile Packard Foundation; and a speaker and trainer.
Katie Delahaye Paine is the founder of KDPaine & Partners LLC and publisher of the first blog and the first newsletter for marketing and communications professionals dedicated entirely to measurement and accountability.
It is common knowledge nonprofits will not be relevant if they are not present on social networks. The previous best-selling book The Networked Nonprofit by Beth Kanter provided frameworks and recommendations for nonprofits to transform their organizational culture to embrace a new way of working.
In their new follow up book: Measuring the Networked Nonprofit: Using Data to Change the World (Jossey-Bass; 978-1-118-13760-4; e-book available: October 2012) by Beth Kanter and Katie Paine helps nonprofit leaders take those first steps to measure the effectiveness of that transformation.
Measuring the Networked Nonprofit will help transformed nonprofits already using social media metric and data intelligently to improve their decision making and quantify success. Measuring the Networked Nonprofit covers the many ways that nonprofits make the most of measurement, including the following list of what nonprofits do right:
- They don’t just add up numbers, they measure their impact on the mission and organizational goals.
- They value progress and measure results using insight, relationships, organizational results and social change outcomes.
- They use key performance indicators to make decisions, effect continuous process improvement, and understand what works and what doesn’t.
- They measure failure first. Learning from failure is like compost: although it might stink at first, it gets more valuable over time. It is also important to understand the cause of success because it may have happened by accident.
- They are experts at setting up and measuring low-risk experiments to test their strategy and tactics and learn from them.
- They join the “spreadsheet appreciation society”, filling their rows and columns with meaningful data and avoiding bogus metrics like the plague.
- They use data to set priorities and better juggle workloads.
The last thing any busy nonprofit needs is another difficult to master procedure. Measuring the Networked Nonprofit makes it easy for any reader to navigate by using checklists, tips, resources and advice to get started quickly. After reading this book, any nonprofit will realize that measurement gets results, gives greater control, creates more power, and helps change the world.