case studies — network for good

Network for Good (www.networkforgood.org) helps people use the Internet to donate to, volunteer with, and speak out on behalf of nonprofits. Offering both individuals and nonprofits a wide variety of e-philanthropy tools Network for Good partners with more than 20 leading nonprofit foundations and associations, including the American Red Cross, America's Promise, Independent Sector, National Mentoring Partnership, National Urban League, NetAid and the Points of Light Foundation. Network for Good, through its partners Helping.org, GuideStar and VolunteerMatch, has processed over $26 million in donations and helped over 100,000 volunteers find opportunities both locally and virtually.

background

As a registered 501(c)(3) non-profit, Network for Good has as a goal to create a user-experience that effectively promotes philanthropy to citizens and other non-profit organizations. One measure towards this goal is to collect and monitor feedback received from both audiences.

With its launch on Thanksgiving Day, 2001, Network for Good began using the OnlineOpinion system to measure and track user opinions, ideas and suggestions on its website. Network for Good realized that with the high-traffic holiday giving season quickly approaching, the opportunity to receive critical feedback on its new site was important.

implementation

Network for Good implemented "O" across all of its Web pages, including custom pages designed to highlight a particular issue or cause. These pages range from landmine awareness to relief efforts for major worldwide disasters or famine. Analysis of the feedback from these pages allows Network for Good to determine the impact these pages have with its audience.

"We analyze the user feedback to determine what areas of the site people are passionate about and where we can improve customer service" said Network for Good's Customer Satisfaction Manager. "For example, we discovered shortly after launch that our non-profit users appeared to have difficulty locating related resources on our site. We addressed the issue by improving navigation to the Non-Profit section. As a result of the change, traffic to that section has doubled and non-profit, service-related questions decreased significantly."

results

The results have been better than expected: over 851 ratings and 360 comments on 116 different pages from launch through January 2002.

"We can see in real time the effect a new campaign or program is having based on user feedback and ratings," said their Customer Satisfaction Manager. "We also use OpinionLab to quickly target issues with our giving system or volunteer matching area. Because we are able to identify what type of Operating System or Browser a user is on, certain problems can be segmented to provide quality assurance using the same set-up as the customer."

	Timeframe	Jan 1, 2002 - Jan 31, 2002
	Total ratings	245*
	# of pages rated	87
	# of CDU ratings	192
	# of comments	104
	Analysis tools used	24/7 Metric Toolkit and O-Trend report

*Network for Good’s implementation of the OnlineOpinion system directs visitors straight to the Comment Card, thereby accounting for the high comment-to-rating ratio.