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Measuring the Networked Nonprofit: Using Data to Change the World



Measuring the Networked Nonprofit: Using Data to Change the World

Beth Kanter, Katie Delahaye Paine

ISBN: 978-1-118-23881-3 October 2012 Jossey-Bass 336 Pages


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.

Figures and Tables xi

Foreword by Laura Arrillaga-Andreessen xiii

Preface: The Queen of Nonprofi ts Meets the Goddess of Measurement xvii

Acknowledgments xxiii

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

Notes 269

Glossary 281

Resources for Tools, Tutorials, and Assistance 287

Index 289



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