How and Why To Measure Impact, Not LikesBeth Kanter, Master Trainer, Author, and Blogger

Social Media for Nonprofits ConferenceOctober 11, 2013

Beth Kanter: Master Trainer, Author, and Blogger

@kanter

Winner of the 2013 Terry McAdam Nonprofit Book Award

• Online Fundraiser for Surf Rider Foundation • Online Memorial Event: #OceanLoveEarl Virtual Paddle Out

Source: Surf Rider Fdn

• Raised $5,563 • 128 donors with 87% donating suggested entry

gift amount or more• 85% converted from Facebook• 62% were strong ties• “Social Reach” according to Thunder Clap was

1,058,410 • 3,094 people used the hashtag #OceanLoveEarl

from 6/23-7/15• 30 influencers that shared, donated, or

participated

Go Beyond Just Counting and Learn from Your Data

Raised $5,563 or 10% over $5,000 goal

128 donors with 87% donating suggested entry gift level or more

Social Proofing Helps Generate Most Donations

• Most effective channels: thanking people publically in a social way and DM ask

• 85% converted to donors from Facebook

Offer A Continuum of Engagement

Higher:DonateShare A Personal Story About the OceanProvide Advice

Lower:Retweet LinksThunderClap

Get Influencers To Leverage Networks

There were 11 blog posts or Facebook posts by “influencers” modeling the different levels of engagement

Use Facebook Promoted Posts for Reinforcement

Used promoted to increase reach of event participation timed to Mashable post

Honor the Creativity of Your Network

The Data Informed Nonprofit

Data-Informed Culture: It starts from the top!

Do Something.org

Tear down those silos and walls around data …

More time think about that the data, then collect it

Video

140,000

120,000

100,000

80,000

60,000

40,000

20,000

140,000

120,000

100,000

80,000

60,000

40,000

20,000

Shark Week 2010 Shark Week 2011 Shark Week 20120

200,000

400,000

600,000

800,000

1,000,000

1,200,000

1,400,000

1,600,000

1,800,000

133,167

745,030

1,683,670

One Metric That Matters: Increase Shark Conservation Conversation

Nonprofit Social Media Measurement Practice

Goal

Audience

Cost

BenchmarkKPI

Tool

Insight

Measurement Discipline

Pick The Right Data Point to Track Results

Data Literacy: Collect, Clean, Analyze, Visualize, Apply

• Sentiment• Messaging

ContentAnalysis

• Attitudes• Preferences

SurveyResearch

• Traffic• Engagement• Action

Analytics

Pick the Right Tool To Get the Right Data

Analysis Skills

Now That’s A Spreadsheet!

http://fuckyeahnpspreadsheets.tumblr.com/

Step 7 – Analyze Results

Joyful Funerals Metrics Mondays

Reflection and Improvement: Learning from Data

1. Measurement discipline but not at the expense of being networked – balance serendipity with strategy, relationship building with discipline

2. Linking social media to outcomes requires silo busting for both effective strategy and metrics

3. Data literacy - work with experts but also improve staff skills

4. Go beyond counting your data, learn from it

Summary

Thank you!

www.bethkanter.orgwww.facebook.com/beth.kanter.blog@kanter on Twitter