What We Learned: Evaluating New Media Effectiveness

The January 2011 meeting of Public Policy Communicators NYC focused on Evaluating New Media Effectiveness – What are the best ways to measure and track the impact of new media [...]

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Zithromax 500mg, The September 2010 meeting of Public Policy Communicators NYC focused on “Communications Integration.” We examined what are some of the best methods and technologies to coordinate communications efforts so that work flow and content for websites, e-newsletters and social media are seamless and but not repetitive.  We had thoughtful presentations from systems experts representing Convio, Blackbaud and Network for Good, on streamlining marketing and communications efforts, which was followed by 45 minutes of Q&A that brought forth many great inquiries from PPC attendees.

In preparing for the session, we had asked each of the presenters to cover the same basic territory but from their own perspectives.  We asked them to:

-       Define the key terms that are often thrown around (i.e. CRM)
-       Talk generally about the range of options that are out there for bringing more efficiency and effectiveness to communications efforts (not just “donate now” functions, but online community building, Zithromax for acne, functions that assist in advocacy and guide constituencies to action, ticketing/events management online, etc.)
-       Talk about how new technologies and services can help organizations better coordinate their social networking efforts and help save time
-       Quickly note the services their companies offer that can help get the job done

First up, Blackbaud’s Brooks Matthews and his colleague Jeff O’Toole.
(Contact Brooks at: 843.343.9442 or brooks.matthews@blackbaud.com)

The Blackbuad team emphasized something they called “TrueCRM” v. basic CRM.  There are lots of Customer Relationship Management systems out there, buy zithromax 500mg, but TrueCRM is a system like Blackbaud’s that provides real-time data flow between your organization’s website and your CRM system so that there are seamless connections that thread your online information exchanges, email marketing, web content management and web strategy. This kind of “TrueCRM” system should ideally also be woven together with the organization’s utilization of data analytics, fundraising, relationship cultivation, membership development, events management, donor cultivation, advocacy and direct mail, zithromax 500mg.

From Blackbaud’s perspective, Z pak pneumonia, there are 5 Key Components of Effective Communications:

1. Integrating online and offline communications systems


2. Learning about your supporters’ communications preferences


3. Targeting and personalizing all communications


4. Reporting on communications outcomes, which is key to determining future strategy


5. Diversifying communications methods.

Many organizations have their information in separate silos, Matthews said, and this is a big challenge for them.  In talking about the first point, O’Toole showed a screen-shot of a Blackbaud client’s database interface.  It showed over a dozen tabs that allowed the user to slice and dice data about an individual’s interactions with the nonprofit.  These tabs included: bio, addresses, zpak dosage, salutations/affiliations (etc.), relationships, appeals, notes, Can you buy zithromax over the counter, gifts, attributes, media, actions, honor/memorial, prospect and NetCommunity, z pak bronchitis. As O’Toole talked about a typical communicator’s needs around information integration, he showed how the system allowed the user to see in real-time exactly what kind of information the individual had received, how they had responded to the information (if at all) and how the individual was interacting with the organization through a variety of media.

As Blackbaud proceeded through its presentation, Buy zithromax 1000mg, they showed how their system could be used to personalize messages to targeted audiences and to develop a better understanding of how messages are received.  They emphasized the importance of having a system that allows the organization to easily create reports on data flow and constituent response – not just whether or not certain pieces of communications had moved individuals to make donations, but whether or not they had shared information with others or taken other actions that are important to organizations trying to spread their messages beyond their established constituencies.  They finished their presentation with a short discussion of how their system could be used to track and utilize information about the organization’s social network viewers on sites like Facebook and YouTube.

Next up, Convio’s Christian Varano.
(Contact Christian at: 570.573.4659 or cvarano@convio.com Zithromax 500mg, )

In Convio’s presentation Christian first talked about how most organizations maintain several systems for tracking information, but which aren’t integrated.  These include a basic CRM or other donor management database, a direct mail database, a CMS system for managing website information, an email point tool, separate online fundraising tools, a system for managing an online store, an ERP/Finance/GL system, and an events tool.  An integrated system, such as one that could be provided by Convio, can tie all of those systems together to help build relationships and drive response rates higher. An integrated communications system recognizes key linkages with fundraising and other functions. It helps the organizations segment by demographics, buy z pack, by issue or by other chosen variables. And this ability to easily manage data is key to crafting and sending communications messages that build relationships.

One Convio slide showed a quote that many nonprofits may have heard on more than one occasion: “I only hear from them when they want money,” said the annoyed donor.  Convio’s presentation emphasized that an integrated communications system pulls information from online marketing elements (such as online fundraising, What is z pak used for, advocacy, e-commerce, peer-to-peer networks and special events) as well as offline marketing elements (such as campaigns, traditional fundraising, volunteer management, contact management and events) to form a fuller picture that can be viewed from many angles, zithromax over the counter, as well as from either 1,000 feet up or the microscopic level.

Varano said that most clients come to Convio with a scattered set of existing systems that have grown up as technology evolved, zithromax 500mg. He said Convio strives to create “holistic platform” solutions that help organizations personalize communications and establish ongoing dialogue with constituencies. These platforms also help organizations avoid spamming their audiences, Buy zithromax single dose, which is the frequent result of messages coming out of an organization’s many communications silos.

He finished by noting that Convio’s platforms are based on open technology systems, which is important in a technology environment where the popular modes of communications are always changing.  Facebook, Twitter and YouTube may be popular today, he said, but who knows how folks will be communicating in the future and Convio’s open systems will allow for greater flexibility and change in the future, generic zithromax azithromycin 500mg.

Our third presenter was Network for Good’s Rebecca Higman
(Contact Rebecca at: 240.223.2648 or rebecca.higman@networkforgood.org)

Rebecca started by noting that Network for Good has a particularly rich understanding of the needs of nonprofits because it is one itself.  She then moved to the core of her presentation that emphasized that the point of communications integration is not to play with fancy software, but to bring greater efficiency AND effectiveness to one’s efforts.  She said that there are lots of new ways to communicate that some might not even know are options that can be integrated, such as tell-a-friend tools, share links (through social media) and online tools for tracking, Azithromycin 250 mg, reporting, “receipting,” donation pages, email outreach, online events, donor databases and more.  All of which can be coordinated with Network for Good systems, z pak online. Zithromax 500mg, NFG has three systems – DonateNow, EmailNow powered by Emma and EventNow powered by givezooks – which can be used together or separately.

From Network for Good's perspective, the bare essentials of an effective communications effort include:

-       A well-branded, easy to use website
-       The ability to process secure donations
-       An email campaign tool that complies with federal anti-spam laws (this was necessity that Higman emphasized as particularly important)
-       A website analytics tool
-       Great follow-up for online donors and supporters
-       Smooth integration of online and offline efforts
-       Regular reporting on all communications efforts so you can learn and correct as you go.

She said that it was possible for an organization to cobble all those things together, Azithromycin zithromax, but a system like Network for Good’s makes it very easy and less likely that any of the pieces will fall through the cracks.

Higman moved beyond talking about just the systems, which were not dissimilar to those of the other presenters, to provide several helpful hints for communications and marketing efforts.  One that many meeting participants seemed to jot down was this: Donation appeals should go out at a 1:3 ratio. To avoid sounding like you’re always asking for money, your nonprofit should send at least 3 messages providing news, azythromycin, updates and program information for every one email that asks for a donation.

The Network for Good PowerPoint presentation also included “10 Ways to Amp Up Your Website,” “11 Ways to Amp Up Your Donate Page” and “9 Ways to Amp Up your Email Outreach.”  She also talked about ways of focusing on “superstars” within your constituencies – the 5 percent or so who are the most engaged and active – to help make your organizations case.  Higman gave several examples of how Network for Good’s services can help in that regard, including a brief overview of how it is helping organizations integrate its social network efforts with their other methods of communicating and developing stronger relationships, zithromax 500mg.

The three presenters fielded questions for the next 45 minutes, which yielded rich insights.  One question was about whether or not any of the systems allowed users to integrate information from external media databases nonprofits and foundations commonly use such as Cision, Vocus and Burrelles/Luce. Z pak 250 mg, The general consensus from the presenters was that one could download information from those systems and import the information into the organization’s central CRM system, but keeping that information current would be a challenge. And, the nature of communications to media people is generally so different and separate that it didn’t seem to warrant the effort to integrate that information.

Several questions revolved around whether or not organizations subscribing to these integrated systems were expected to ditch all of their existing databases and move all of their information into new systems.  The presenters generally agreed that, while having all data under one unified system might be ideal, zythromax, it is quite common for organizations to be attached to certain components of their existing systems, but that the new functionality can often be brought in piece by piece to work with existing systems.  Convio’s Varano said, “real integration in one system, that’s the nirvana, Zithromax 500 mg, but it’s not the reality for most organizations.”

A strong attachment to existing systems and a desire to not “waste” resources that had already been spent on them was a strong undercurrent.  The presenters emphasized that it need not be an all-or-nothing scenario. Zithromax 500mg, For most organizations, the presenters seemed to agree, integrating donor databases with a high-functioning email program is the absolute barest necessity. If an organization were to embark on a truly comprehensive effort to work with a firm to design an optimally functioning system that integrates all of the functions discussed over the course of the presentations, it would probably take about nine months from beginning to end. There are a lot of questions to be asked over the course of such a project, but in the end, those answers and the process can dramatically sharpen the organization’s communications efforts, buy azithromycin zithromax.

We promised to make the speakers' PowerPoint presentations available online.  However, our WordPress-based website won't allow that much data on a page. So, if you would like to view any of the 3 presentation, please email mremaley [at] ppcnyc [dot] org to request a copy, zithromax 500mg.  Sorry for the inconvenience.

----

We usually end our PPC sessions by distributing a short survey on possible topics for future meetings.  Since previous surveys indicated a strong interest in the topic of “What Goes Into an Effective Annual Communications Plan?” that will be the topic for our November meeting. I ended the meeting by soliciting recommendations from the group on any potential discussion leaders for that topic. More recommendations are welcome.

We again live-tweeted the session from our official Twitter account: @PPCNYC.  If you can’t make it out of the office to the next PPC, follow along via Twitter.

Thanks again to all of our presenters for providing a GPS for this challenging communications integration terrain and to all the great PPC members who came and made the discussion so worthwhile.

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Buy levaquin, The March 2010 meeting of Public Policy Communicators NYC on Tuesday at the Ford Foundation had a very good turnout even though we had the unfortunate responsibility of letting all of our RSVPs know just the day before that our discussion leader on the topic of “Measuring Communications Effectiveness,” could not join us because of a last-minute unforeseen personal circumstance. We had wonderful networking portion of the meeting, as always, and I presented the core of Edith Asibey’s materials and asked the group to bring to the table their own experiences and questions about evaluating communications efforts.

Before going over the nine steps to evaluating communications programs outlined in Asibey’s “Are We There Yet. Levaquin 5, A Communications Evaluation Guide,” I noted my own general take-aways, having read the report several times and created a presentation based on it:

-       Communications leaders should be thinking about and planning evaluation BEFORE starting an initiative, not part way through or at the end.

-       The point of evaluation is not to simply pass judgment on what happened, but to gather information as you go so you can adjust and improve, levaquin 500 mg price.

-       While Asibey’s report touches on mechanisms to monitor: print, television, radio, websites, blogs, news aggregation sites, social media (especially Facebook, YouTube & Twitter), the real focus and hard work of evaluation planning is gaining clarity on what audiences you want to reach and figuring out how your communications efforts are actually effecting those target audiences, buy levaquin.

Asibey makes clear that your starting point for evaluation should be the communications plan for your organization or for the specific communications initiative that you want to evaluate.  So, I asked for a show of hands among the participants how many had written communication plans in place.  Very few of these engaged communications professionals – only about four or five raised their hands – have communications plans in place.  I’m thinking that “Why & How to Develop a Communications Plan” might be a good topic for a future PPC meeting.

I also made Asibey’s arguments for building strong evaluation into communications plans:

-       Evaluation improves the effectiveness of your communications

-       Evaluation can help you effectively engage your audience

-       Situations change - strategies and tactics may need to change as well

-       Evaluation helps you allocate resources wisely

Here are the nine steps of planning an evaluation that we went over:

1. Determine what you will evaluate.

Evaluation requires financial and human resources, Levaquin 5 mg, so evaluating your entire communications program may not be possible or even desirable. Consider focusing on one campaign or one strategic communications effort.

Be clear if you planning to evaluate Strategic Initiatives or Tactical Efforts Buy levaquin, .  Strategic initiatives include things like a communications initiative for behavior change (like encouraging communities to recycle); a communications initiative for policy change (like securing policymakers’ support for safer landfills); an organizational repositioning effort (like when a growing organization that had focused only on reducing water pollution wants to be known for working toward reducing air pollution as well); or a branding awareness effort (like earning the reputation of being the premier global warming think tank). Tactical efforts you might want to evaluate might include message dissemination (how well your messages are spread by the media or adopted by key audiences); media relations (frequency and quality of interactions with journalists, coverage in print and television, etc.); quality of direct communications with key constituencies (such as what individual donors or members really think of your organization); or the reach of print, video online and new media communications, levaquin 750 mg sinus infection.

2. Define your goal

Communications goals should be long-term (what you want to ACHIEVE over at 5-10 year period through communications) and fall roughly into one of two categories: Policy goals or behavior goals. In communicating with government officials and other influencers of public policy, your goals could be to build awareness, Levaquin 750 mg lawsuit, increase numbers of champions/supporters, build constituencies, increase public will for policy change, or the ultimate policy change itself.  Obviously, realistic timeframes and goals are highly related.  In trying to change public behavior or a portion of the public’s behavior, you may be attempting to raise awareness, levaquin 500 mg iv, increase salience, change attitudes/beliefs, develop a sense of self-efficacy on the issue, change social norms on the issue, Levaquin 500 mg sinus infection, change behavioral intentions or make the ultimate change in behavior.  Again, being realistic about where your audience is at and your timeline is key in being clear about your goals for a given campaign.

3, buy levaquin. State your objectives

Objectives are essentially interim results along the way to your goal.  There should be objectives all along the way – where you want your audience to be along the continuum of change at, say, year one, year three, what is levaquin 500 mg prescribed for, year seven and year ten of your long-term communications plan.  Objectives should be very specific and Edith uses the very appropriate acronym S.M.A.R.T.: Specific, Measurable, Attainable, Results-focused and Time-specific. Levaquin 150 mg, For example, if you have a long-term goal that consumers in costal areas will demand and purchase sustainable seafood on a regular basis, intermediate objectives might be that (1) by the end of year one, there will be a 50% increase in the presence of messages about sustainable seafood choices in media outlets in costal states and (2) by the end of year two, there will be double the number of advocates for sustainable seafood choices in costal areas.

4, what is levaquin 750 mg used for. Identify your audience.

Here I want to directly quote Edith’s report: “Organizations often measure what’s easy to count, such as how many publications they have sent out or how many people have visited their website. Buy levaquin, However, most communications are ultimately trying to move an audience; therefore getting feedback from the right source is crucial.”  Again, specificity is very important.  It is not enough to say you want to reach “policymakers” or “young people.”  Narrow your targets.  For example, you may want to reach senior members of the Senate Foreign Relations Committee or 25-to-35-year-old Hispanic professional women living in the tri-state area. Really being crystal clear about your targets can go a long way toward prioritizing your communications plan as well as making the evaluation of it more focused.

5. Levaquin 750 mg price, Establish your baseline.

You can’t evaluate how successful your communications are if you don’t know where the target audience started out in their attitudes, beliefs, behaviors, etc.  Some of the areas of information you’ll want to collect to establish a baseline include: Audience knowledge of and attitudes toward your organization and/or issue; common misconceptions and misinformation about your issue; audience values that directly affect your issue and/or your communications efforts; what are the organizations, issues or messages that could compete with you for audience and media attention; how has your issue been presented or framed in the past by the media; and who are the ‘influentials’ who support or oppose your issue.

6, levaquin 500 mg and alcohol. Clarify your evaluation inquiry areas

With clear thinking on your goals, objectives and audience – and where that audience is at now – it is time to formulate the questions that will guide the evaluation process.  You’ll be wanting to ask different sorts of questions along the way.  In the early stages of the communications initiative you’ll want to be asking questions that get at things like “Do the messages we’ve created say what we think they do, buy levaquin. Do they resonate with the target audience?  Are they even breaking through all the noise?”  At the midpoint of your initiative, you’ll want to ask questions along the lines of “Is the audience gaining the information that I intended them to have. Has the coverage of the issue begun to change. Is my targeting on track. Levaquin 500mg uses, What sort of reaction is the audience having to the messages?” And in the advanced stages of the initiative, you’ll want to pursue questions like “Have my messages become part of the public discourse. Buy levaquin, Are there observable policy results. Do I have reliable data that can help me make the case for continued support for my activities. Does my data indicate that I need to change my communications strategy or tactics?”

7. Draft your measurements

Perhaps it won’t surprise you to hear me say that specificity is important here!  Write out the milestones you expect to see along the way for each of your objectives. Each objective should have three or more milestones associated with it that can be measured.  Milestones should: represent meaningful signs of progress; be stated as results; be realistically measurable; can be associated with an actual deadline by which they will occur; and help actually answer your evaluation questions.  A good example of a milestone that has these qualities is: “A 50% increase in the visibility of the term ‘undocumented immigrant’ instead of ‘illegal immigrant’ in the media within six months.”

8, buy levaquin without prescription. Select your evaluation techniques

At this point in the conversation it became exceedingly clear why common communications “measures of effectiveness” like media hits and website visits don’t necessarily mean a whole lot when it comes to understanding how well your communications are actually effecting target audiences, buy levaquin.

Evaluation techniques depend on the information you want to assess and budget.  It could be as simple as counting votes in Congress or it could be as complex a combined longitudinal survey research and public engagement project.  Some of the primary evaluation techniques include: Interviews with select individuals who represent the target audience; focus groups, surveys (both traditional phone or in-person and on-line); direct observation of the target audience; quantitative data collection; quantitative data analysis and content analysis.

9. Estimate your budget.

The general rule of thumb in the field is to devote five to ten percent of the communications budget to efforts to understanding just how well you’re doing.  So for example, Levaquin 50 mg, if you are developing a 10-year, $10 million campaign to gain public and legislative support for locally grown food instead of gigantic agribusiness-produced products, it would not be unreasonable or unwise to devote $500K of the budget to understanding the public’s current thinking, how it and legislators progress over the course of time and, in the end, just how successful you’ve been in changing behavior during the 10-year period.  Costs associated with evaluation might include external consultants and the costs of the selected evaluation techniques, levaquin 250 mg, but also staff time, travel and incidentals and the costs of editing, designing, producing and disseminating information about the findings. Levaquin 150 mg, This final point implies also that we should be sharing what we learn with the field rather than holding the information only for the organization. Buy levaquin, At this point in the meeting, we took a step back from the core concepts presented in “Are We There Yet?” and talked about the real-world implications.  One participant said that all this was “more procedure than substance.”  Others in the group disagreed, saying that you need to go through this process of gaining clarity in order to gather the right information that is really meaningful.

Another participant said that, for many nonprofits, the measure of success is simple: the amount of donations coming into the organization.  While many in the room acknowledged that donations are an important measure and there is no escaping the reality that it is measure that many organizations use the most, very strong voices advocated for measures that really get at what effect the organization is having on achieving its mission – how it is actually impacting audiences.  One participant noted that “measuring organizational effectiveness is also an important way to attract and keep donors.”

The group talked for some time about applying this framework in the real world of nonprofit and foundation communications.  Not surprisingly, staff time and dollars devoted to evaluation were the biggest areas of concern, levaquin 50 mg.

Following that portion of the conversation, I presented a hypothetical case of a long-term, multi-million-dollar initiative to change the public’s perception of a health and fitness issue.  I walked the group through the 9 Steps for that example to provide more context for how an evaluation might play out in the real world.  The example further made the case for clarifying goals and specifying target audiences, but further demonstrated that evaluation has both costs and programmatic benefits. Levaquin 750 mg dosage, After the in-depth example, we were approaching the end of the topic discussion time.  The group talked a bit more about examples from their own experiences and the areas where they wanted to learn more on practical methods of data collection.

At the outset of the session, it was our intention (given the intended presenter’s availability) to have this day be an “Evaluation 101” to establish an understanding of the basics and then have Edith Asibey come back for the next session to work closely with folks advising those who wanted to work through the evaluation planning worksheet contained in “Are We There Yet?”  It was not clear to me at the end of the session if another session on evaluation was warranted or desired. So, I said that I would raise the question to the larger group of nonprofit and foundation folks in our orbit to see what people are interested in exploring at the next PPC-NYC meeting…

Would you like to do another session on “Measuring Effectiveness” that goes more deeply into the mechanics of data collection and assessment, buy levaquin.

OR

Would you like to move on to one of the other topics requested previously by PPC-NYC members, such as…

-       Communicating through the blogosphere – getting your message out/making the most of other organizations’ blogs

-       What does “branding” really mean for a nonprofit/foundation and how do you do it to maximize your message, buy cheap levofloxacin.

-       What is the best way to integrate your online efforts so that the work flow and content for website, e-newsletters and social media are seamless but not repetitive.

-       NEW: Why and how to develop a communications plan that improves your work.

Please email me and tell me what you think.

On a side note, we live-tweeted the session for the first time yesterday from our official Twitter account: @PPCNYC.  It worked out really well.  Several people were following along from remote locations and re-tweeting key points from the presentation as well as points made by participants.  Thanks again to all the great thinkers who came.  I look forward to hearing what you want to explore next.

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Yesterday I participated in a thought-provoking and valuable webinar hosted by the Communications Network and produced by the Nonprofit Technology Network Cephalexin 250 mg capsule, (NTEN), session leaders Holly Ross, Executive Director of NTEN, and Nancy Schwartz, NTEN board member and blogger. Cephalexin 500mg cap lup,  Great news for PPC members: Communications Network is making the webinar and the presentation materials associated with it available to everyone.  You can get both here, uses for cephalexin 500mg. Levaquin for urinary tract infection, If you want to get a very quick overview of what people were getting out of the webinar, you can also check out what was being said about the session on Twitter by checking out the #comnet tag on Twitter or clicking here, what does cephalexin 500mg treat. Cephalexin 500mg alcohol, A few points that I came away from the discussion:

- While most seem to agree that communications professionals need to get into social media to advance our causes, there is still very little hard evidence about the impact, cephalexin suspension 250.  It is such a new area of communications with little research, cephalexin 250 mg capsule. Cephalexin 500mg pregnancy,  A Kauffman Foundation initiative cited by the webinar leaders showed that its social media efforts -- as part of a larger communications effort -- produced only 8% of the overall increase in traffic to the initiative's site.  Given that we all agree social media work is very time consuming, apo cephalexin 500mg, Uses of cephalexin 500mg, that didn't seem like a lot to me.

- One communications executive said that his organization was spending 2.5 hours a day Twittering, macrobid for urinary tract infection. 500mg cephalexin, That seemed like a lot of time to many on the call, but he clarified that there were 5 staff members each maybe Twittering for half an hour a day, cephalexin 500 mg for sinus infection. Cephalexin 250 mg capsule,  I guess that sounds more reasonable. Cephalexin 500mg and alcohol, - It was noted that to build a following on Twitter, you need to do a lot of Re-Tweeting, cephalexin 500mg cap, Cephalexin cap 500mg, at like a ratio of 3 Re-Tweets to every Tweet about your own organization.  I'm not sure I agree with that, cephalexin 500mg cap lup, Cephalexin 250 mg per capsule, but it was an interesting point.

- "Buzz is based on Trust." This was a core concept I can get behind, cephalexin 500mg alcohol. Cephalexin 500 mg per capsule, Don't do or say anything in social media that would decrease the trust that your audience has in your organization (i.e. deluging with crap, or repeating yourself a zillion times with self-serving crap), cephalexin 250 mg capsule.  Seems basic, cephalexin capsules 250 mg, but does get violated all the time.

Overall, the main idea that I took away from the session was that even those who are the most advanced in social media still have big questions about the best ways to go about it, how much time to invest, most effective strategies, etc.  I was about to write that we're all stumbling around in the dark, but given the media under discussion I think a better metaphor is that we're all equally blinded by the light and struggling to gain focus.  I think we'll figure it out eventually, but we need to keep experimenting and asking questions.

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