Do you want to do social media for your nonprofit? Are you hamstrung because you don’t have permission to do it? Or maybe you help vulnerable populations and people are worried about HIPPA and confidentiality?
What if you want to raise a lot of money online, and then the board members grumble, what do you mean you want a marketing budget? What’s the ROI?
Beth Kanter and Katie Paine’s new book, Measuring the Networked Nonprofit, helps you answer that question. How can you measure ROI on social media for your nonprofit?
The first thing you should probably do is read Beth Kanter’s first book, The Networked Nonprofit. There’s a wiki here where you can find presentations and updates and resources for that book.
In that book, they talk about what networked nonprofits have accomplished, such as the nonprofit, Wildlife Direct, that raised $350,000 with 73 blogs about various kinds of african animals, written by people working with those animals.
The next book, Measuring the Networked nonprofit, ALSO has a wiki. Here’s a link to help you measure where your nonprofit is, in terms of measuring your engagement online.
There are ways to show the ROI of various social media efforts, such as, for example, showing that social media increased donations. If this has been a serious thorn in your side, what do you need to prove this?
Ultimate Value: More efficient fundraising
Success Metric: Percentage reduction in cost per dollar raised
Data Needed: 1+ years of development data, such as dollars raised, PLUS minimum monthly data on social media presence
Tools Needed: Spreadsheet software, Google News Alerts or other monitoring
Or maybe you want to increase your number of new donors. What do you need to see if social media is helping you do that?
Ultimate value: More revenue from a diverse base
Success metric: Percentage increase in new donors
Data Needed: Development data on new versus existing donors (plus growth stats, this year over last year, plus outreach/marketing efforts aside from social media too, right?)
Tools Needed: Donor relationship database (somewhere you can track people interacting with you and vice versa)
SO these are just some examples of ways that you can establish baselines to see if your social media outreach is actually having an effect on donations.
Another way you can quantify social media marketing for your nonprofit is by the examples of low-level engagements, mid-level engagements, and high-level engagements. If you can show that you increase low-level engagement, this may lead to high level engagement. I actually thought this was a very useful way to look at this.
Low-level engagement behaviors:
Views on youtube
Mid-level engagement behaviors:
People who spend more than a minute on your site
People who post ratings or reviews of your nonprofit
High-level engagement behaviors:
Twitter direct messages
Request for membership in your online community like a linkedin group
Creating their own video about your cause
What are some measurement tools that they suggest to show your reach in social media?
Beth Kanter and Katie Paine suggest Tweetlevel, which I have shown you below. It can help show that you’ve increased awareness of your cause.
This second map will allow you to see how much potential influence other people have on Twitter, and possibly, how they could amplify your message.
The book also suggests using Linkedin Maps, called INMaps, to map your network. Why would this be useful? Because your board members could use it to see who they know, and then you can put their inMaps together to see who everyone knows cumulatively.
I’ve shown you my inmap here:
Another thing I liked about this book is that it gives you the 27 kinds of conversations that take place online. Now you can categorize the types of communications that happen around your nonprofit organization!
Apparently, they are:
1. Acknowledging receipt of information
2. Advertising something
3. Answering a question
4. Asking a question
5. Augmenting a previous post
6. Call to action
7. Disclosing personal information
8. Distributing media
9. Expressing agreement
10. Expressing criticism
11. Expressing support
12. Expressing surprise
13. giving a heads-up
14. Responding to criticism
15. Giving a shout-out
16. Making a joke
17. Making a suggestion
18. Making an observation
19. Offering a greeting
20. Offering an opinion
21. Putting up a “wanted for free” ad
22. rallying support
23. Recruiting people
24. Showing dismay
25. Soliciting comments
26. Soliciting help
27. Starting a poll
I learned so much from this book, and since I’ve already written a book about social media, you know I’m hard to please! I appreciated how they kept bringing back examples of how nonprofits have used social media. most of the nonprofits they profiled were large nonprofits, but there are some things you can take to start to track your own efforts with social media engagement measurement. I would have appreciated worksheets at the back of the book, but other than that, I liked it a lot!