Measuring the Networked Nonprofit: Using Data to Change the World

"A powerful and entertaining book on how to use measurement and social media to kick butt and change the world." —Guy Kawasaki, author, Enchantment; former chief evangelist of Apple Measuring the Nonprofit World "Read Measuring the Networked Nonprofit to help you figure out what kind of results you're getting, and then figure out to get even more effective." —Craig Newmark, founder, craigslist, craigconnects.org " Measuring the Networked Nonprofit is essential reading for any nonprofit leader trying to figure out what social media can do for her organization—and what pitfalls to avoid. Kanter and Paine demystify social media strategies, tools, and metrics, and make them accessible to techies and technophobes alike." —Kathy Reich, Director of Organizational Effectiveness Grantmaking, The David and Lucile Packard Foundation "This book is the cutting edge of evaluating the effectiveness of social media and goes beyond methods to show that measurement is about strategic thinking and evidence-informed action." —Michael Quinn Patton, author, Developmental Evaluation: Applying Complexity Concepts to Enhance Innovation and Use "The authors brilliantly teach nonprofit leaders how to transform their organizations by embracing measurement. The writing style is lively, which makes the book accessible, inviting to read, and fun to implement!" —Kim Meredith, executive director, Stanford Center on Philanthropy and Civil Society "The authors provide an invaluable guide to philanthropists and their beneficiaries and answer the question: 'How do we measure the effectiveness of our nonprofit's networked social media efforts?' This is a readable, practical book!" —Howard Rheingold, author, Net Smart: How to Thrive Online " Measuring the Networked Nonprofit is a must-read for anyone in the social good sector. The authors are both funny and talented storytellers. Stop reading this stupid blurb and go read the book." —Shel Israel, coauthor, Naked Conversations and Forbes contributor "In a new world of social media and big data, the authors cut through the noise to help you design and measure campaigns."

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 F I G U R E S A N D T A B L E S FIGURES 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 TABLES 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.