Sometimes impact can be achieved without money, an adult or a car

This post was written by Beth Kanter, co-author of the new book Measuring the Networked Nonprofit: Using Data to Change the World. She and co-author KD Paine appear at TechSoup headquarters, 525 Brannan St., Suite 300 in San Francisco on Wednesday from noon to 1:30 p.m. Register to attend the free talk.

Target audience: Nonprofits, cause organizations, foundations, NGOs, social enterprises, businesses, educators, Web publishers, general public.

Guest post by Beth Kanter
beth’s blog

The New York-based nonprofit DoSomething.org has a big social change goal: To harness the energy of young people 25 and under and unleash it through national campaigns on causes teens care about. The call to action is always something that has a real impact and does not require money, an adult, or a car. Their measurable goal is to get 5 million active teen members engaged in social change campaigns by 2015. They use social media, mobile, and data to reach that goal.

A recent example is their “Pregnancy Text” campaign featured on their quarterly dashboard. This clever sex education campaign is an updated version of the teen pregnancy education program where young people carried eggs around and pretended they were babies. It was a text campaign where teens opted-in to receive texts on their mobile phones from the “baby.” Once they joined (and they could share it with their friends), they received regular annoying text messages at all hours from the “baby”  that poops, cries, and needs their immediate attention.

The team at DoSomething.org uses data to determine the program design, key performance indicators, and a hypothesis to be tested.

They looked at survey data from the National Campaign: 87 percent of young people surveyed said it would be much easier for teens to delay sexual activity and avoid teen pregnancy if they were able to have more open, honest conversations about these topics with their parents and/or friends. So, success of this campaign would mean that participants talk with their family or friends about the issue and delay sexual activity.

Text messages as a powerful platform for social change

The basic design had those who signed up challenge their friends to take care of a text baby. They could either:

1. Go to the DoSomething website and select five friends to challenge, or
2. Challenge friends after reading a quick stat on US teen pregnancy sent via text from DoSomething to its 300,000 mobile subscribers.

Participants who accepted the challenge would then start receiving texts the following morning from the text baby. After completing the challenge, participants were prompted to send it to their own friends. DoSomething also followed up with 5,000 of the users with a text-based survey to measure impact.

Once they defined their goals and identified the right data collect, here are some of the insights they gleaned, according to Nancy Lublin, CEO, and Jeffrey Bladt, chief data scientist:

• SMS as a platform: In monitoring engagement per communication channel, they determined that SMS (text messaging) was be 30 times more powerful for getting their users to take action as compared to email.
• Challenging five friends: They tested various group sizes for SMS experience and have found the a group of six (one “alpha” inviting friends) leads to the highest overall engagement.
• Research-based messaging: The general messaging for the campaign was based on survey findings that found

1. Big scare tactics — for example, getting pregnant equals not going to college — were not as effective as highlighting how being a teen parent changes daily life (for example, can’t go to the movies because the babysitter canceled)
2. A report by the Centers for Disease Control found, “The impact of strong pregnancy prevention messages directed to teenagers has been credited with the [recent] teen birth rates decline.”

• A/B testing: DoSomething pre-tested different messages and frequency of sending the messages to smaller test groups of  teens to optimize the number of messages the baby would send during the day, as well as the content. They ended up doubling the frequency and rewording several interactions as well as building in a response system (so the baby would respond if the teen texted an unsolicited response). The insights from these tests pushed up engagement and likelihood of forwarding at the end.
• Impact: They did a survey to measure this. One in two teens said participating in the Pregnancy Text campaign made it more likely they would talk about the issue of teen pregnancy with their family and friends.

As you can see from the above insights, DoSomething does more than gather and analyze topline data:

• 101,444 people took part in the campaign with 100,000 text babies delivered.
• There were 171,000 unsolicited incoming messages, or one every 20 seconds for the duration of the campaign. During the initial launch period (the first two weeks), a new text message was received every 10 seconds.
• For every one direct sign-up, DoSomething gained 2.3 additional sign-ups from forward-to-a-friend functionality. The viral coefficient was between 0.60 and 0.70 for the campaign.
• One in four (24%) of teens could not finish a day with their text baby (texted a stop word to the baby).

I heard Todd Park, Chief Technology Officer at the White House, say this about Big Data at the Mashable Social Good Summit: “Data by itself is useless. I can’t feed my baby daughter data, as much as I’d love to because I love data. It’s only useful if you apply it to create an actual public benefit.”

You can’t do that unless identify your results, collect the right data, and generate insights.

How is your nonprofit using data to change the world? Share in the comments below.

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Nonprofits: Move your mission forward by following these examples

Target audience: Nonprofits, foundations, NGOs, social enterprises, government agencies, universities, businesses, research institutions.

Guest post by Kurt Voelker
CTO, Forum One

Data is the new black. These days everyone is releasing it, visualizing it, aggregating it, and mashing it up. And for good reason. Data is so much more than a stack of numbers or a server filled with client outputs. It can justify the work that your organization is doing, help others understand why it is critical, and offer exciting new ways to motivate others to help solve the problems your organization is working on.

And chances are your nonprofit, government agency, foundation, or research institution has gobs of it just sitting around. It’s locked in white papers, policy briefs, and fact sheets. It’s hidden away in project output reports and research Excel files.

Given the attention that data gets from the media, influencers, and Capitol Hill, we believe that every communications department is obligated to look closer at their data and how they are using it – and consider how you should be tapping into it to get work done toward your organizations goals.

One effective way to transform your data from an afterthought into a powerful communications product is through visualizations that help tell your story.

Here are 6 ways to tell your stories with data that you can apply to your own web and communications work:

Speak with numbers

1Sometimes it’s best to just let the numbers speak for themselves. Numbers are a universal language. You can make a big impression of site visitors just by presenting them clearly and in context with your Web content.

charity: water, an organization that raises money to build wells in Africa has learned the lesson. Look how elegantly they tell the story of the need for fresh drinking water and the difference their prorgrams are making.

Reveal change

2Many of the stories we’d like our site visitors to understand are centered on revealing the truth behind a situation. The truth can become obvious when you reveal the change in data in a visual way. By simply removing everthing except the changing data, your data will suddenly reveal the compelling story you are looking to spread – whether you are revealing conditions that are worsening, attitudes that are changing or the improvements you organization is making.

My favorite example of this technique is the Descry Project’s Obesity Epidemic visualization. By using the simple metaphor of T-shirt size to represent a US state’s obesity rate, and making them “grow” over a two decade period, we can quickly see how America’s waistline has ballooned in since 1987.

Focus the story

3We touched on this principle above. If you really want users to understand the story your data tells, you need to remove everything except the story. Focus their attention, and they’ll get it. Everything else is just noise.

In this sample infographic from David McCandles, he was inspired by Clay Shirky’s claim that the world has an enormous “cognitive surplus” – untapped hours that we could be using our brains, but simply are not. David zeroed in on two relevant data points to tell the story: the number of hours Americans spend watching TV in a year, and the total combined man hours needed to create all of Wikipedia.

Provide context

4Users need a grounding point to understand your data. They need something to put into a perspective that they relate to intuitively. When telling your story with data, look outside your own data set to find other data that makes your story more accessible and puts it in context.

Check out another of David McCandless’s beauties, above. Again, David uses the simple comparitive size of blocks to put “a billion dollars” into context.

Let users explore, discover and control

5Moving beyond infographics into interactive tools that let the users take control of the data themselves is another powerful way to reveal your story through data. The best interactive data tools make it simple for users to jump into the data:

• They don’t just start with a blank canvas asking users to select mysterious indicators, metrics or variables.
• They do get the user started with a pre-selected set of data that already tell a story.
• They don’t take an “everything and kitchen sink” approach but rather provide tools enabling users to manipulate the data.
• They understand the most common way a user would like to approach the data and provide one or two data-manipulating tools that help them on their way.

Let’s look at another example of this in practice. CUP is a New York City based organization that educates and informs the public, educators and policy makers to help them make smarter urban growth decisions. Their Envisioning Development project helps people understand “What is affordable housing” in New York City. This map-based interactive data visualization makes it simple to select a neighborhood and quickly see the neighborhood’s income distribution and the real cost of hosing in that ‘hood, and then reveals the gaps.

Tell your story, literally!

6Sometimes the best way to explain your data is to do just that – explain it. Using video explanations of even simple charts and graphs can help site visitors quickly get the big picture – and arms them with an understanding of the data that lets them explore and discover more confidently on their own.

Hans Rosling, the Dutch economist famous for his TED Talk’s that reveal the insight we can gain from data, has popularized the approach. And even better, through his collaboration with Google, he’s made his data visualization software available to everyone through GapMinder.com.

What are you waiting for? Get out there and start transforming your organization’s locked-up data into powerful communication tools.

Have you tried any of these techniques, or others, using data? Please share in the comments below.

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