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without a measurement plan is a waste of resources and does a disservice to our mission.” THE KEYS TO NONPROFIT SUCCESS: NETWORKING AND MEASUREMENT Two key processes lead to tremendous success for nonprofi ts: becoming networked and using measurement. Th is book, through numerous examples and practical techniques, explores the many ways in which these two concepts dramatically improve the effi ciency and success of nonprofi ts. A networked nonprofi t is an organization that uses social networks and the technology of social media to greatly extend its reach, capabilities, and eff ectiveness. Measurement is the process of collecting data on your communications results and using the data to learn and improve your programs. An organization with a data-informed culture uses data to help make decisions and uses measurement to continuously improve and refi ne its systems. Each chapter of this book provides examples of organizations that are using these techniques to achieve success. Most nonprofi t organizations use at least some sort of informal measurement and some form of social media–enabled networking. Many nonprofi ts are striving to build a data-informed culture and networked mind-set. But few organizations use these powerful techniques to their greatest potential. One of these is MomsRising.org, a poster child for networked nonprofi ts and nonprofi t measurement mavens. MOMSRISING: A SUPERSTAR OF NETWORKED NONPROFITS KNOWS THE JOYS OF MEASUREMENT Kristin Rowe-Finkbeiner and Joan Blades founded MomsRising in 2006. To design this nonprofi t, they combined their experience in grassroots organizing and social media with successful ideas from organizations like MoveOn, ColorOfChange, League of Conservation Voters, and others. Th e result was an organization that embraces constant learning from experience and embeds this powerful concept in its organizational culture and processes. It has fueled the organization ’s growth from zero members in May 2006 to over a million active members—moms, dads, grandparents, aunts, and uncles—today. The Secret Sauce for Nonprofi ts 7
8 MomsRising uses measurement to achieve tremendous success. As you read this book, you will fi nd several themes concerning the value of measurement and many examples of how it is used. Here are nine of them. Theme 1: “Likes” on Facebook Is Not a Victory—Social Change Is Proper measurement keeps organizations focused on results rather than the tools they use, a theme we explore in greater detail in Chapter Four. MomsRising, for instance, does not simply count “likes” on Facebook. Instead, it uses social change to defi ne its successes and develops metrics accordingly. Its most important goals generally include these: • Getting policies passed on family-related issues • Increasing capacity • Increasing the movement size by increasing membership • Working with aligned partner organizations • Garnering attention from all media through creative engagement For MomsRising, the holy grail of results is getting legislatures to pass familyfriendly policies. Th is requires grabbing the attention of policymakers. As one indicator of progress toward that goal, it counted an invitation to bring mothers to the White House to talk with policymakers about their experience with Medicaid. Th e White House blogged about the power of people ’s stories, and MomsRising members blogged about their White House experience, resulting in even greater exposure for their messages. Says Rowe-Finkbeiner, “Th e aft er-story is just as important because it will oft en get picked up by mainstream media outlets like NPR or the Huffi ngton Post. ” Theme 2: Measurement Helps Nonprofi ts Understand and Improve Their Social Networks Another theme of this book is that measurement helps nonprofi ts listen to and engage with their constituents. Measurement enables organizations to assess and improve their relationships with their members and stakeholders. Th is powerful technique will help you understand how your stakeholders perceive you, what they do with the information you send to them, and how it bears on their behavior. Th is theme is explored in more detail in Chapter Five. Measuring the Networked Nonprofi t
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SXSW ® 2013 Sampler Foreword by Je
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Contents Acknowledgements ix Introd
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4 Twitter 53
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56 Channels Percentage of Tweets Th
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58 Channels tweeted around 22 times
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Great Britain 53 Remarkably, Cherie
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11 IMPROVING THE UMOT TO OPTIMIZE T
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TOTAL RECALL
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How do we ensure that our customers
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Yet even with the pervasiveness of
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looking for the experience. Busines
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SORRY, WE’RE CLOSED How to Surviv
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The customer journey is still evolv
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[ ] DISRUPTIVE TECHNOLOGY IS A CATA
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They include: Blockbuster Borders C
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Case Study: What’s the Worst That
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world—faster, more competitive, a
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No one can pinpoint where we exist
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xx INTRODUCTION
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To that end, we’ve engaged a tale
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Contents Foreword: The Benchmark of
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Introduction In my last corporate j
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Introduction xxvii day, I gain insi
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INTRODUCTION Properly organized and
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● Fortune 500 companies that are
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In 2000, Goldcorp CEO Rob McEwen wa
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6 CROWDSTORM While Coase is focused
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8 CROWDSTORM Finally, in business a
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10 CROWDSTORM then-candidate Barack
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12 CROWDSTORM together collaborativ
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14 CROWDSTORM In 2010, what was uni
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3 Companies Aren’t Awesome; Peopl
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Companies Aren’t Awesome; People
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Contents 1 Usually High Call Volume
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xii Contents The Toilet Business 31
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CONTENTS Foreword vii by Jeff Dachi
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FOREWORD Everything that can be soc
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Foreword ix commit to the path of s
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2 SOCIAL BUSINESS BY DESIGN future
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4 SOCIAL BUSINESS BY DESIGN moving
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Contents Introduction 1 1 The Art o
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Introduction Though I’ve run a sm
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Introduction 3 Small businesspeople
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Introduction 5 the ads that refl ec
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Introduction 7 Consider any job or
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Introduction 9 You might say that,
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Introduction 11 of your customers c
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Contents Foreword by David Meerman
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Contents ix Off-Page SEO: The Power
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Contents xi Chapter 13. Picking and
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4 Inbound Marketing well. More rece
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6 Inbound Marketing Ten years ago,
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8 Inbound Marketing co-founder of F
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