“I think that one of the most essential points of this conversation was just getting a sense of where people are at and how we can help that,” Meg Biallas said of the panel discussion “Reporting Results to Nonprofit Stakeholders”.
Biallas, Communications Associate at Fight Crime: Invest in Kids, was the moderator of the discussion, which was held at Families USA Foundation in Washington, D.C.
Joining Biallas were panelists Danielle Brigida, Manager of Social Media at the National Wildlife Federation, Carie Lewis, Director of Emerging Media at The Humane Society of the United States, Alison McQuade, New Media Manager at EMILY’s List, and Alison Carlman, Unmarketing Manager at Global Giving.
In addition to reporting results to stakeholders, the discussion included, key measurements of success, and the trends in social media.
Each non-profit has their own way of reporting results and key areas they measure. For instance, one panelist noted that they don’t use “liked” as a measurement of success because their goals in social media do not include growth rate. However, another panelist noted that their particular organization does measure growth rate. Further, another panelist mentioned that when measuring, she’s looking at two aspects, one, how do you influence where your advocates get their resources? And two, how do you do your job better? Her organization incorporates these two aspects in their report.
Even though there may not be a standard way to report results or key areas to measure, the panel did all agree that the trend for the future is how non-profits interact with their constituents.
One panelist mentioned that people are having conversations either about your organization or on your organization’s Facebook wall. A lot of times non-profits are talking to people and don’t necessarily have the background context for the conversation, for example, if a person has donated to the organization. The panelist mentioned social CRM (Customer Relationship Management) tools to help with this.
Another panelist noted her organization’s membership department and what they call their emerging media department don’t talk.
“So, I think that the customer service of having centralized talking points and centralized ways to record interactions with members would be really great,” the panelist said.
This panelist went on to say that two more trends she is seeing are social networks becoming more visual and that social is going to penetrate throughout the entire organization.
Another panelist said that social is changing expectation.
“I think people are now expecting, whether its non-profits or corporate brands, to be online, be responsive, and be available at their beck and call,” she said. “I think it is good business practice and good donor relation practice to do that as much as possible with whatever resources you have.”
Written by Elanor Wainscott, an official Social Media Week DC blogger. Follow her at @Wainscotte.