Service Jam - Post Jam Data Analysis January 7 th 2011

1. Service Jam - Post Jam Data AnalysisJanuary 7th 2011

2. Table of Contents • The Service Jam Story • Background & Objectives • Service Jam Participation & Demographics • General Observations • Quick Poll Summary • COBRA Analysis Summary • Facilitator Debrief Summary • Appendix

3. The Service Jam Story • Online collaboration, round-the-clock event from October 10-12, 2010 that brought together a global audience representing non-profit organizations, corporations, academic institutions, government agencies and others across ideology and geography. • The event was sponsored by IBM, in collaboration with over 600 organizations from across the globe • More than 15,000 people from 119 countries registered to discuss challenges in service and to share and develop ideas for making the world better through service. • Collaboration occurred to polish ideas, craft strategies and define practices that elevate the effectiveness and impact of volunteering, public service, social entrepreneurship and other forms of service. • Service Jam partners, Forum Hosts and Special Guests played a key role in both attracting and engaging participants in rich dialogue. • The Service Jam participation mix included approximately 60 percent IBM employees and 40 percent from nonprofit, academic, government and other corporations. Of the 5,860 posts throughout the three days, approximately 60 percent were contributed by non-IBM participants. • Participants engaged in virtual text conversations in eight discussion forums. • In collaboration with key partners, IBM has published a white paper summarizing key findings from Service Jam. You can find the Service Jam White Paper at: www.ibm.com/servicejam Included in this file is the text mining and data analysis of the content, the intellectual analysis , interpretation, and conclusions are represented in the White Paper 3

4. Service Jam Objectives Service Jam Objectives • Bring together non-profit organizations, corporations, academic institutions, government agencies and individuals to engage in an important dialogue around “Service as a Solution” • Collaborate virtually to generate breakthrough ideas that will redefine service and social innovation for the future • Produce a white paper summarizing key findings to share with participants revealing key trends in social innovation which will serve as a pragmatic guide to help organizations innovate, design and improve service programs • Moving Forward: • Jam site will remain open for registered users in ‘read only’ until January 31st 2011 • Jammers are encouraged to return to site to rate ideas in the Hot Ideas tab • Post-Jam analysis and whitepaper is now published at www.ibm.com/servicejam

5. Summary of Service Jam participation Service Jam Participation • Participation: • Number of logins = 14,331 • Countries represented = 105 • Industries represented = 31 • Average jam time/participant = 3.1 hrs Participation Mix approx. 60% of posts External IBM 40% 60% By Age By Years of Service 20% 14% 13% 13% 13% 12% 8% 3% 3% 3% Years Years Note: Breakdown of participants is an analysis of the unique log-ins,

6. Service Jam had a global representation with major participation from North America, Europe, and Asia-Pacific Participation by Geo Service Jam Participation Participation - Top 15 Countries Note: Breakdown of participants is an analysis of the unique log-ins,

7. Of the 5,860 posts, discussion forums Empowering Individuals and Quantum Leaps accounted for 46% of Jam posts Service Jam Participation Most Active Jam-wide Discussion Threads Include: % Posts by Forum • Let’s begin: what motivates you to serve • Salute to Service Jam organizers and participants • Long-term thinking • Engaging Young People Globally • Why is Effective Collaboration Often Difficult? • Service as a tool to improve educational outcomes • Which services need what technology • Quantum Leap in Infrastructure • Without investment we take volunteers for granted • Role of government

8. General Observations Jam Program Office Observations • The significant Subject Matter Experts who served as Hosts and VIP Guests had a dramatic impact on the discussions; the invited population engaged almost exclusively with these leaders and SMEs of the Jam. • Discussions largely focused on thoughts and ideas proposed by Hosts and Special Guests vs. the general invited population. [See COBRA* report: All Hosts’ posts] • 50% of the content was contributed by non-IBM groups; those with 1-5 years and those with 20+ years contributed the most content. [See COBRA* cross-tabulation report: all themes by years of service] *NOTE: COBRA - COrporate Brand and Recognition Analysis is a tool that uses advanced text and data analytics to collect, filter, and interpret massive online content. It is designed to interpret metrics such as buzz and sentiment. Source: Service Jam; ManyEyes Alphaworks Word Cloud

9. General Observations The 40 to 60 year old age group was the most active group in the Service Jam • Youth education/development was a popular topic throughout the Jam, but the youngest population (16-25 years) represented the smallest age group of total participants (11%). 40-60 year olds, on the contrary, represented the largest age group (34%) • The mix of service experience from participants were quite polarizing, with the majority of participants having either 1-5 years of service experience, or 20+ years • Discussion about “Volunteer Management” were prominent among the 40-60 age group whereas the younger jammers discussed more about their motivations to serve and how the youth can be engaged to volunteer • Those who had under 1 year of service experience focused mainly on service and career opportunities for students and young people whereas those with 1+ of experience concentrated on general volunteer strategy, management and costs ["student" was number 1 word for under 1, "volunteer opportunities/projects" was number 1 for 1+] • The familiarity with the operations of service organizations increased as years of service increased, with many of those with over 6 years of service experience questioning how to improve it • The breakdown of participants was 40% external, 60% IBM whereas the breakdown of the posts was reverse, with 60% external, 40% internal

10. General Observations A deeper look into the content showed a strong desire to address challenges in the sector and understand the impact of service • The majority of posts were less about best practices or new solutions, but rather on challenges in the service field or opinions on current service efforts • Although the theme "standardizing and defining measurements" was only prevalent in the Cobra report under "Measuring Social Impact," it was briefly mentioned in all other forums as a step to a larger solution • While many participants commented on the need to focus on 'impact' throughout the Jam, the corresponding discussion forums ('Measuring Impact', 'Scaling Impact') received the least posts • There seems to be a disconnect between the growing innovative fields in service and the mainstream public-- ie, many participants jammed about the difficulties of finding volunteering opportunities online, and the need for social entrepreneurship competitions/networks, even though there are major organizations that already exist for those purposes. • The question of "what motivates you to serve" not only drove the most responses, but was also a common driver in determining how to retain and engage volunteers

11. Overview of Quick Polls During the Service Jam between October 10-12, Quick Polls, a series of short poll questions, were published periodically on the Jam homepage for participants to answer as they appeared. The goal of quick polls was to gain some insight on participant opinions around Service Jam-related topics. While quick polls are not a validated research methodology, they are a quick and highly informal way to collect information. Each poll was posted on the Jam homepage for a few minutes or hours, and collected between 40 and 221 responses. It is not possible to estimate response rate, and no claim be made that the results are representative of Service Jam participants and the margins of error due to sampling can be as high as 15 percent*. Quick Poll Results “Why is it important to focus on students?… the students of today will become the leaders in business, academia and non-profit in the future. If they find personal value in community service now, that will hopefully translate over to their future profession and lives.” - College Student, USAGlobal Challenges, Local Action Should all students be required to conduct service? Example • “… when young people and students are supported in making positive contributions, it creates a long-term habit of service and engagement. This correlation is noticeably stronger when service activity is infused across a formal educational program. “ • General Exec./ Manager of a service learning NGO, USAQuantum Leaps in Service Note: Margin of error assumes no poll had fewer than 40 respondents Participants have the option to answer quick polls as they appear throughout the Jam

12. Quick Poll Results Respondents had strong feelings about how to integrate service in schools, engage youth in service and to motivate individuals • Respondents felt teaching service in schools can influence a more sustainable service culture • For long-term service thinking 50% of respondents thought we should teach service in schools and colleges • 74% of all respondents felt that service should be required on the part of students • The majority of respondents felt that the best way to increase community service volunteers is to integrate service into schools • Different opinions existed on how youth can be engaged in service • 54% of responses stated that the best way to engage youth is service is through schools • However, 76% of respondents felt that the family was the responsible party to teach youth to serve • Many felt that opportunities to share and passion for the subject were key motivations for volunteering • The chance to share is what was felt to best motivate volunteers • Respondents felt that passion was the most important attribute for a volunteer • Among respondents, social impact is seen as the strongest motivation to serve and best measurement of success • 60% stated that the volunteering they do must have social impact • Visibility of impact and results was thought to be the best motivation for non profit employees • A majority felt that service effort success was best measured by magnitude of impact Integrating service and Motivating volunteers

13. Quick Poll Results Individuals felt that technology innovation has influenced service but there are still fundamental issues that service organizations face • Respondents felt advances in technology have influenced and will continue to open new possibilities in furthering service • 43% stated that Social Networking technology has affected service the most • 83% felt that social Networking sites have actually helped their efforts • Respondents had a wide array of ways to identify opportunities but 20% stated they use the internet as their method • Funding, leadership and measuring social impact are among some fundamental challenges participants felt service organizations face • The majority, 44%, felt that funding was the largest problem service organizations faced • Lack of knowing how to measure impact was seen as the greatest weakness in determining how to measure service • Respondents also expressed that partnerships across sectors is integral in scaling social innovation, but challenges still exist • Misaligned goals is seen as the greatest difficulty with cross sector partnering efforts • However, 45% stated that developing alliances and partnerships were key to scaling social innovation Fundamental challenges can inhibit innovation

14. COBRA Analysis Summary From the COBRA analysis, we found a number of major themes across forums Major themes from COBRA* *Major themes also contain sub-themes specific to forums

15. Facilitator Debrief Summary Facilitators identified several themes in each forum, including “Volunteer Management” and “Technology, Social Media and Science of Service”

16. COBRA / Facilitator Mapping Each of the themes provided by facilitators mapped to the COBRA analysis

17. Appendix

18. COBRA Analysis Summary Based on the COBRA analysis, there were a number of major themes across forums Major themes from COBRA* % corresponds to forum posts *Major themes also contain sub-themes specific to forums

19. COBRA Analysis Summary Based on the COBRA analysis, there were a number of major themes across geo’s Major themes by Geo* % corresponds to posts per Geo *Major themes also contain sub-themes specific to forums

20. COBRA Analysis Summary Volunteer investment and service culture were consistently important across all participants regardless years of experience Major Themes by Years of Service % corresponds to posts per Age Group

21. Facilitator Debrief Summary During the workshop facilitators identified several innovative ideas to engage more volunteers, make service mainstream and foster a service culture Top Ideas from Post Jam Facilitator Working Sessions

22. Facilitator Debrief Summary Top Ideas from Post Jam Facilitator Working Sessions (Continued)

23. Respondents feel teaching service in schools can influence a more sustainable service culture Quick Poll Results For long-term service thinking, we should: Should all students be required to conduct service? 2 1 “Why is it important to focus on students?… the students of today will become the leaders in business, academia and non-profit in the future. If they find personal value in community service now, that will hopefully translate over to their future profession and lives.” - College Student, USAGlobal Challenges, Local Action Best way to increase community service volunteers: 3 • “… when young people and students are supported in making positive contributions, it creates a long-term habit of service and engagement. This correlation is noticeably stronger when service activity is infused across a formal educational program. “ • General Exec./ Manager of a service learning NGO, USAQuantum Leaps in Service Note: Quick polls appeared on Service Jam homepage and were recycled throughout the event; # of respondents varied by polls

24. Different opinions exist on how youth can be engaged in service Quick Poll Results The best way to engage youth in service is through: 4 “In the end, service begins at home -- not in institutions.. A law won't [prohibit] unkindness or cyber bullying, no more than an institution can mandate the compassion, caring and ethic of service that a child's learns best from his/her earliest role models.” - General Exec./ Manager of a community development NGO,USAQuantum Leaps • “As a student, I believe through the channel of university level club activities, students can start to experience the notion of service, and broaden their service experience to larger extent. • University student, TaiwanGlobal Challenges, Local Action Teaching youth to serve is the responsibility of: 5 Take out Gloria’s name • ”Educators need to have stories, examples, and curricula that they can use to teach youth about their role in promoting long-term solutions to local and global issues.” • General Exec. / Manager of advocacy NGO, USAQuantum Leaps in Service Note: Quick polls appeared on Service Jam homepage and were recycled throughout the event; # of respondents varied by polls

25. Among respondents, social impact is the strongest motivation to serve and best measurement of success Quick Poll Results Any volunteering I conduct needs to: Service effort success is best measured by: 7 6 Best motivation for non-profit employees to continue their careers: “People need to see the value of what they do… Volunteers want some feedback that what they do is valuable. ” - Advocate of nonprofit, USAEmpowering Individuals 8 On Management, not Measurement: “We have found that if the people, structure, systems and services are all in alignment with the mission, it ensures a higher level of social performance on an ongoing basis… measurement on an ongoing basis is an ongoing distraction..” -Consultant at Professional Services, UK Measuring Impact Note: Quick polls appeared on Service Jam homepage and were recycled throughout the event; # of respondents varied by polls

26. Many felt that opportunities to share and passion for subject are key motivations for volunteering Quick Poll Results What best motivates volunteers? I volunteer… 9 10 What do you find most valuable in a volunteer? 11 • “It's one of the many reasons I am optimistic about our world and our future -- people just like you who want to roll up your sleeves and help others. The question I have now is: is there anyone else out there? • President George H.W. Bush, USA, • Empowering Individuals Note: Quick polls appeared on Service Jam homepage and were recycled throughout the event; # of respondents varied by polls

27. Quick Poll Results Respondents feel advances in technology have influenced and will continue to open new possibilities in furthering service Which technology has most affected service? In serving society, social networking has: 12 13 • On a Social Service Cloud: “I think the development of a common technology would go a long way in helping these organizations speak the same language and manage/leverage their resources, while providing great benefits for their customers...” • Project Manager at a workforce development NGO, USADigital Revolution in Service I find volunteer opportunities through: 14 “By reporting regularly via social media, an organisation and it´s actions are becoming more transparent and people are more likely to build up trust towards it, which is an important basis for getting involved...” - Researcher at a corporate citizenship NGO, GermanyDigital Revolution in Service Note: Quick polls appeared on Service Jam homepage and were recycled throughout the event; # of respondents varied by polls

28. Funding, leadership and measuring social impact are among some challenges participants feel service organizations face Quick Poll Results The biggest challenge service organizations face is: 15 “For over thirty years, Habitat for Humanity has housed more than 2 million people in 90 countries around the world but we have anecdotal rather than longitudinal statistical data…I imagine other nonprofits struggle to to provide hard data on the ROI of donor investments. It seems business partners with systems and technical expertise could help…thus enable a real leap.” - Legal employee of a housing NGO, USAMeasuring Impact What's the biggest challenge to measuring service? 16 “One issue that keeps some organizations far from long term thinking is the fact that many of them are using all the resources they have to survive for the next day, or period.” - Project Manager of a NGO, Brazil, Quantum Leaps Note: Quick polls appeared on Service Jam homepage and were recycled throughout the event; # of respondents varied by polls

29. Quick Poll Results Respondents feel partnerships across sectors is integral in scaling social innovation, but challenges still exist • Is there a way the nonprofit and volunteer sector can better capitalize on the private sector's increasing interest in helping out in ways that more meaningfully benefits causes and speaks to nonprofits' vital needs?”   • Board member/advisor of advocacy NGO, USAIncreasing Value & Impact of Service Partnering across sectors is difficult because of: 17 • “Many well-intentioned collaboratives fall into endless meetings rehashing the problem rather than deploying the solution because the commitment to action and a specific plan were not agreed to up front!“ • Communications role at IBM, USAProgress through Collaboration Most important when scaling social innovation: 18 • “Often the best way to spread a social innovation isn’t to scale an organization…Instead we need to differentiate the approaches along the full continuum from scaling to diffusion… spreading the idea not the individual or the organization” • Chief executive ofsocial innovation thinktank, UKScaling Impact ”Is there an opportunity to capture a set of best practices and compile a "scalability toolkit" that would aid smaller NGOs in particular?” - Marketing role at IBM, IndiaScaling Impact Note: Quick polls appeared on Service Jam homepage and were recycled throughout the event; # of respondents varied by polls

30. Additional Polls What's the best sign of progress in a community? Should everyone be required to conduct service? What areas benefit most from grassroots action? In terms of impact, the service movement is:

31. Additional Polls The idea of NGOs using business models is: Should companies profit from serving society? Many organizations partner for the wrong reasons. Service to others is a human instinct.

32. Additional Polls Local solutions are always best. Which generation does the most societal good? Business should help solve societal issues. Governments should promote service.

33. Additional Polls Who should lead in solving societal issues? Who is best at solving global problems? Service partnerships work best when there is: My last cross-sector collaboration effort was a:

34. Additional Polls Newspapers should have a section on service. If all colleges taught nonprofit management: When partnering, competition among partners is: