How to Track Your Nonprofit’s #SocialMedia Results

(Guest post by Todd Turner)

Social media has emerged as a key nonprofit resource for getting the word out about a cause, soliciting volunteers and raising funds through online donations. With Facebook, Twitter, LinkedIn and a host of other social media platforms, nonprofits can build communities and mobilize people to achieve organizational objectives like never before.

But social media activity isn’t worth much if you don’t measure how well you’re doing. Are you gaining followers on Twitter? Are people reading your Facebook posts? How often do fans and followers share the content you offer with their own networks and inspire others to get involved?

Below is a brief overview of different analytics tools and how they can help track your social media campaigns:

Google Analytics

The Google Analytics dashboard provides a vast amount of useful information — from the types of social media sites driving traffic to your website to specific pages most frequently viewed by users when they get there. It’s also possible to monitor conversions, as, for example, if you tweet with an offer to download a white paper, you can determine how successful this campaign turns out to be with followers.

Facebook Page Insights

Facebook Page Insights breaks up analytics by::

Likes, including organic “Likes” and paid “Likes”
Reach, including the number of viewers who see an individual post, whether or not they click on it
Visits, including how often a page’s different tabs are viewed (“About me,” “Timeline,” photos, etc.)
Posts, including the days and times a page’s fans come to Facebook
People, including a breakdown of demographics, including language, gender, country and city

Twitter Analytics

Twitter’s free analytics platform offers users a way to track tweets. Engagement reports detail the number of link clicks, retweets, tweet impressions, favorites and replies generated by individual tweets. On the Tweet Activity dashboard, you can compare and contrast an individual tweet’s performance in real time or how well tweets perform month over month. Twitter Analytics also features a section focusing on the type of followers you attract, separated by location, interests and demographics.


Hootsuite’s chief benefit lies in its “all-in-one” dashboard for monitoring your nonprofit’s social media results. You can track a wide array of social networks and create custom-tailored reports for your constituents and backers. The dashboard also incorporates Facebook Insights and Google Analytics in its offerings.

Social Media Monitoring Tips

• Include conversion assists, traffic from social media, engagement, mentions, shares and comments in your tracking efforts.

• Pay attention to the numbers but don’t lose sight of the “bigger picture” (e.g. how your social media efforts attract new supporters and donors and relate to raising awareness of your cause).

• Maintain perspective over the relative importance of social media metrics.

“Social media should fold into your overall metrics program, not the other way around,” notes J.D. Lasica, founder of Socialbrite. “What you’re really trying to do is advance your organization’s mission. Metrics are just a tool to help you do that.”

Todd Turner is the President of LogoMagnet, a custom design magnet company that produces and distributes magnets for schools, non-profits, sports teams and more.

Before You Take Off For Thanksgiving

Take a moment to support an nonprofit which is providing food for those who are hungry.  These are three organizations that I personally support that are well worth considering:

  1. Mazon – a national nonprofit working to end hunger among people of all faiths and backgrounds in the United States and Israel.
  2. City Harvest – collects leftover food from restaurants, grocers, bakeries, manufacturers and farms and delivers it free of charge to over 500 community food programs across New York.
  3. Why Hunger – seeks to end hunger and poverty by connecting people to nutritious, affordable food and by supporting grassroots solutions that inspire self-reliance and community empowerment.  (If you’re a Beatles fan, and who isn’t, you can also get a premium by donating at their Hungerthon 2014 site.

If you’re lucky enough to have an abundance of food at your holiday table this week, take a moment to help those who never know where their next meal is coming from.

Nten Member Appreciation Month

Nten Member Appreciation MonthAs a member of NTEN’s Membership Committee, I’d like to remind everyone about NTEN Member Appreciation Month. Every year during November, NTEN says thank you to its member community of nonprofit professionals committed to using technology for social change by offering a full month of free programming and prizes exclusively for NTEN Members, plus special local events and content. If you’re not an NTEN Member,  learn more and join today just in time for the celebration!

Kick off the celebration with NTEN’s 2014 Year In Review: Community Impact webinar on Mon, Nov. 3rd and hear from NTEN staff and Community who will share their experiences and highlights from 2014; then look forward at what’s ahead for 2015. Check out the full list of upcoming webinars and register.  All November webinars are free for NTEN Members.

ntenmember_badge_0Win a prize! NTEN will be giving away daily prizes, and special prizes for members actively engaged in the community. Plus, they’ll be awarding two grand prizes: an engagement award for an NTEN Member who’s the most active in the community during Member Appreciation Month, and the renewal award for a Member who renews before Nov. 30th.

Learn more and join the celebration.


Should You Use Project Management Software?

Currently at my organization I’m assisting a few departments to find a better way to manage their projects by piloting products such as Asana and Basecamp.  But before I recommend any software, I’m asking these questions first:

  1. What problems currently exist?  Are projects chronically late and/or over budget, or is it difficult for staff to find the information they need?
  2. Where do staff work?  If mostly from home or from remote locations, a web based product works best, preferably one that can be used easily on phones or tablets.
  3. Is there a need to transfer data to/from external applications?  If so, what products support this functionality?
  4. What project management products have staff used at past employers?  What was their experience?
  5. Is there someone who can act as a champion to encourage everyone to adjust to a new way of working, and to help out when problems arise?
  6. Do staff understand the benefits of what project management tracking software can offer,  or are they happy to continue using Outlook or Excel to manage their work?
  7. What types of reports are desired to show project progress, timelines, schedule etc?  Would visual presentation of data (e.g. dashboards) be helpful?
  8. Is it a requirement to pick a product that can be used with newer project management methodologies such as agile or scrum?

Most important:  are staff accustomed to working in a collaborative way or do they only share information when requested?  Developing this type of culture, both within and across departments, will help projects to be successful, regardless of whether project management software is used or if so, what specific product is chosen.

Who Would You Pick to Win a Nonprofit Excellence Award?

(Updated 10/9/14)

Below are the finalists in the 2014 Nonprofit Excellence Awards, which will be presented Nov. 20 by the Nonprofit Coordinating Committee of New York and Philanthropy New York.  (Latest news release is here.) While we won’t make the final selections until after our site visits, these are the organizations that we’re considering:

It’s really tough to pick the winners, as all of these nonprofits have submitted impressive applications.  Visit their websites linked above, read our Awards Blog, then add your comments about who you would select.  (See my earlier post detailing the criteria we judge against.)

Updated 11/24/14
Congratulations to the winners, announced at last week’s award ceremonies: Leake & Watts (grand prize), Row New York and Graham Windham.   Watch for upcoming workshops in 2015 where these organizations will further share their best practices for other nonprofits to emulate.

Before You Build (or Rebuild) Your Next Website

Yesterday I led an all-day kickoff meeting for a new website at my organization which we plan to launch in early 2015.  As the Project Manager, my role was to set expectations for our internal team, most who have not been through a website development process (which can be a bit ‘challenging’ at times).

On the same day as our meeting, I also learned of a newly released workbook by Idealware, Do You Need a New Website, which I would recommend as required reading before you decide to embark on this journey.  Also, consider these tips, which we discussed during our kickoff meeting:

  1. Make sure all stakeholders are represented.  Although they didn’t attend our meeting, I reached out to our Executive Director and Communications staff to ask for their input during the process.
  2. Ask about the availability of your team in preparing and reviewing content.  Many of my colleagues have an extensive travel schedule, which will affect the time they will spend on our project.
  3. Plan for mobile, which will require prioritizing which content can be presented on a small screen.  (Our site will be responsive, which will look well on any device.)
  4. Decide how often you will be in touch with the website developers, and what tool you’ll use to communicate (we chose Basecamp as an alternative to searching through emails)
  5. Develop metrics for how you will measure the success of your new (or redesigned) website.  Go beyond the generic goals of ‘site traffic’ or ‘increased awareness’ and decide on specific items such as numbers of members who request information or participate in community discussions.
  6. Drill down to the specific audiences you want to reach, and what information they are likely to seek on your site (for example, what keywords are most frequently used to search for your topic?)
  7. Have in person contact wherever possible;  scheduling a phone conversation is better than relying only on email correspondence.
  8. Plan how you will use social media channels to supplement your website (tip – find out where the audience is before you select which networks to focus on)

For a preview of what will be featured (and expanded to include program profiles) on our new website, check out the tribal justice section of the Center for Court Innovation website.






How to Use Data to Measure and Improve Programs

Have you read Idealware’s latest report, Nonprofit Performance Management: Using Data to Measure and Improve Programs, which discusses these 6 steps for strong data collection:

  1. Define a goal for your data – what will best demonstrate the value of your programs?
  2. Identify specific data elements to help you reach that goal
  3. Store data in a way that’s accessible (hint – use a web based system that can be easily shared)
  4. Establish a way to gather data (use required fields for the information that’s most important)
  5. Report and analyze what the data is telling you (many nonprofits fail to take this critical step)
  6. Take action based on what you’ve learned (if you’re not going to do this, then why collect data at all?)

Make sure you explain to staff why having good data is important.  It may be obvious to you but may not be to them.  Also, run regular (at least quarterly but monthly is better) reports to verify that data is being entered correctly (don’t wait until it’s time to do the annual report, when it’s too late to clean the data).

I encourage you to download Idealware’s report, which includes many examples of organizations that are doing this well.

If you do this well, maybe next year your organization will be one of the semifinalists for the Nonprofit Excellence Awards (I’m on the judging committee), all which understand the importance of good data collection practices.

Also see my post earlier this year, Do You Work For a Data Driven Nonprofit.  To again reinforce: If your organization does great work but you don’t have the data to prove it, you’re missing an opportunity to improve donor retention, attract new supporters and effectively measure your nonprofit’s impact on the communities you serve.

If you only collect good data when a grant requires you to do so, you’re missing the boat.

(Thanks also to Exponent Partners, who sponsored this report.)

Thoughts About ALS and the Ice Bucket Challenge

The fundraising phenomenon this summer has been the Ice Bucket Challenge, where supporters literally pour a pail of water over their head to raise awareness for the disease which killed Lou Gehrig and the ALS (Amyotrophic lateral sclerosis) Association.  The campaign has raised over $100 million (see chart below) in less than a month. What can other nonprofits learn about fundraising campaigns from this stunning success?

  • Video is a must  – this idea would never have taken off without being able to see those taking the challenge
  • Multi-channel isn’t just a buzzword – the ice bucket campaign accelerated because it was promoted on Facebook, Twitter, YouTube and Instagram – and prominently featured on the ALS website
  • Asking supporters to involve their friends and family is a lot more effective than the nonprofit contacting supporters directly
  • The Ice Bucket Challenge wasn’t started by ALS, but the organization embraced the campaign when it caught on.  Your nonprofit doesn’t always have to originate a successful campaign, but you have to be aware of what your supporters are doing, especially on social media
  • If you can make it ‘fun’ to support your cause, constituents will enjoy getting involved

Congratulations to ALS – perhaps this publicity will be the push it needs to find a cure for this debilitating disease. Also see comments by Allison Fine,  Gail PerryJohn Haydon,  Beth KanterKivi Leroux Miller,  Chronicle of Philanthropy,  Nonprofit Times and Social Media for Nonprofits on the Ice Bucket Challenge phenomenon.

Updated 8/29/14 – chart which shows running donation and new donor totals for ALS.

Updated 9/5/14 – Roundup from Wild Apricot.

What to Ask Your Next Software Vendor

When my organization implemented a new database a few years ago, we worked closely with the vendor to create screens that would be easy to use and would allow us to capture reliable data about those we serve.  Although there was the usual nervousness about moving to a new product, overall my colleagues were enthusiastic about being able to better demonstrate the impact of our work.

Earlier this year, however, I learned that staff were struggling with the new system and found the new setup difficult to use.   As a result, I met with everyone and we came up with a more streamlined structure, which would involve my consolidating several forms and changing some question types to faciliate reporting.  So I created some test screens with the revised layout, figuring I could eventually make them active after user testing and disable the old forms.

Unfortunately, this has turned out to be a much bigger challenge than I expected.  It seems that the vendor doesn’t have an easy way to activate the new forms without involving a tedious data migration from the old forms.  Unlike most databases I’ve used, the questions in each form live independently of each other, and there is no central data repository, at least none that I can easily access.  For reporting, the vendor suggested that I use their internal module (powerful but difficult to use) instead of the external platforms we normally use for data analysis.

As a result, the change process has taken a lot longer than expected, and my users continue to struggle with the older forms, many which they simply have stopped using.  So before you decide on your next software purchase, ask these questions first:

  1. Is there a test / sandbox environment where you can try out configuration changes before they go live?
  2. If so, is there an easy process to transfer these changes from the test site to the live site?
  3. Where does the data ‘live’ and is there a way, for example, to avoid a situation where a question happily co-exists with an identical question in other forms/screens?

Many small nonprofits don’t have the luxury of a dedicated IT team or a separate testing environment as my organization does.  But if you’re trusting your data with an outside vendor, take the time to find out how to make extensive screen/configuration changes (which you WILL need to do, no matter how great everything seems at launch).   It shouldn’t be a challenge to make your system more accommodating to how your users work.

Are Your Donation Forms Mobile Friendly?

(Guest post by Todd Turner)

Successful fundraising isn’t only about knowing your audience;  it’s also about providing tools that empower them to donate whenever and wherever they are compelled to support your cause.   Here are some tips to make your donation forms mobile friendly.

Do your forms load quickly? Mobile functionality involves more than allowing your online donation form to automatically adjust to a mobile device’s screen size or orientation, especially given the importance of a nonprofit’s ability to convert a user’s “real time” emotional response into a tangible donation. Load times for site and mobile forms should be less than five seconds — the maximum amount of time a majority of consumers report they’ll wait before abandoning an ecommerce website entirely.

Have you removed unnecessary fields? The more information you request on your mobile donation form, the more likely prospective donors will become frustrated and decide not to make a gift. Ideally, the mobile donation form itself should only include: name (with an option for one-step login with social media credentials) billing address, email (optional), phone (one contact number only, and optional) and payment choice/information. According to The NonProfit Times, the less information a person must complete, the higher the donor conversion rate.

Do you use strong calls to action?  The call to action language and type of payment security can increase the likelihood of mobile donation conversion. For example, replacing call-to-action button language with a phrase like “support [cause’s name]” in lieu of impersonal words like “submit” can increase dollars per page view.  Visible “cues” that ensure a secure payment transaction have also been shown to increase mobile donor conversion. Also, display “average” donation amounts with touch control features like “plus” or “minus” signs (instead of a drop-down menu) along with the option to type a dollar amount, to simplify the mobile donor’s checkout experience.

Have you confirmed the mobile experience for every point of entry? Does your mobile experience introduce unnecessary “steps within steps” based on the many ways donors could access your mobile donation form?  For example,  by clicking a link in an email you sent to them directly; from an email forwarded to a new supporter from an existing donor, or for visitors who come directly from your website. If you solicit a past donor through email, for example, the mobile donation form he/she is “served” should recognize him/her as a past donor and generate the relevantly stored data.  Allow  both new and returning donors to establish a login and/or sign-in — but don’t make it required. Similarly, ensure that users aren’t forced to repeat steps or go backward in the donation process, should they decide to create a login or research the average donor amounts of peers, before completing the checkout process.

Do you allow donors to use multile payment methods? Entering credit card information on a mobile device can be cumbersome. Though user rates behind mobile wallets and contactless payment tools aren’t yet widely adopted, retailer-specific wallet apps like that from Starbucks, and even virtual currency like Bitcoin are on the rise. Equipping your mobile donation form to accept these payments may require little more than inserting a bit of code (e.g. Google Wallet has a ready-made “donate” button specifically designed for nonprofits) can increase the convenience you offer donors — and likelihood you’ll convert them.

The rules of mobile consumer engagement and conversion apply as much for a nonprofit as they  do for ecommerce retailers. By ensuring that your mobile donation forms follow best practices used by ecommerce retailers, you’ll will provide donors with the mobile options that fit their lives, to build continued support for your cause.

Todd Turner is the President of LogoMagnet, a custom design magnet company that produces and distributes magnets for schools, nonprofits, sports teams and more.

Bridging Technology, Communications & Development for Nonprofit Organizations