One thing I would add is that for us part of #3 has also been that our Facebook page and Twitter have created another avenue for customer service. Our volunteers and donors who may not have brought up an issue before are now feeling comfortable connecting with us online to voice their concern. Many times it is something we can then work to improve upon. Sometimes it is just simply an opportunity to apologize.

Secondly, our Facebook page has been an opportunity for our fans to engage with one another. Many of them to not get to connect when donating blood, as it is a pretty individual thing. Through social media they not only are connecting with us but with others in their network who care about blood donation. Each time I see our fans communicating with one another I view it as a success.

Great post! I'm new to your blog and I can't wait to hear more of your thoughts and advice.

Thanks for the kind words. I didn't see that post from Lauren, but will check it out.

1. Good call on tracking new donors, volunteers and members. One nice way to do this is by creating a Facebook cause for your non-profit, because it tracks cause members (awareness) and gives you a sampling of cause fans who have bought in enough to have a conversation. Bad part is FB causes charges admin fees on donations. Boo .

2. Did you see the recent cause-related Edelman study Lauren Fernandez blogged about last week (http://www.laurenafernandez.com/blog/getting-st... )? Some great stats in there, although the research focused more on corporations support of causes and consumer reactions. However, the study also emphasized that consumers are looking for community around the causes they support versus a a few big-money donors. Creating that community — see #12for12k — can provide measurable results for all 5 metrics you mentioned here.

Thanks for starting this conversation, H & C. Cheers.

Justin
@JGoldsborough