This is an update to the Christian Social Graph and Nonprofit Social Graph slideshares, but with a specific target on the role Google could plan with their Knowledge Graph

1. Vision for a
Nonprofit Knowledge Graph
Andrew Sears
Executive Director

2. My Background

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Co-Founded the Internet Telecoms Consortium
with David Clark (one of the fathers of the
Internet) at MIT in 1996
Consulted as new product architect for St. Paul
Venture Capital, Internet startups and Sprint
Nonprofit Social Graph Slideshare, January 2012
◦ www.slideshare.net/techmission/nonprofit-social-graph

Serving as nonprofit founder and Executive
Director of TechMission

3. TechMission History
TechMission 3.0
(big data & online ed
Christian Social Graph
& CityVision.edu)
TechMission 2.0
(ChristianVolunteering.org
& Nonprofit Web 2.0)
TechMission 1.0
(AC4/Digital Divide)

4. TechMission Programs
TechMission
City Vision
Internships
Christian
Volunteering.org
- UrbanMinistry.org
- ILS Nova GED
- Christians in Recovery
City Vision
College
- Addiction Studies
- Nonprofit Management
- Urban Missions
- Masters in Science,
Technology, Society & Ministry

5. Masters of Science, Technology,
Society and Ministry
Theology of
Technology
Theology of
Work
Organizational
Systems
Capstone Course
Emerging
Media
Appropriate
Technology
Electives

6. Purpose of Discussion


Personal connection
We see tech trends that could have major
implications on TechMission strategy
◦ Trend toward Universal APIs (like Wolfram
Language)
◦ Trend toward vertical search

Would rather build on shoulders of giants
◦ Christian Social Graph is subset of Nonprofit
Knowledge graph
◦ Want to avoid building something that will be made
obsolete by larger initiatives
◦ Want to be able to contribute our data to larger
initiatives (as we have with AllforGood)
◦ Want someone like Google to build a Nonprofit
Knowledge Graph

7. Phases of Nonprofit Data

Nonprofit Web 1.0
◦ Individual websites

Nonprofit Web 2.0
◦ Idealist.org, VolunteerMatch.org, Guidestar.org,
ChristianVolunteering.org

Nonprofit Data 2.5 (today)
◦
◦
◦
◦
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Nonprofits provide very limited APIs
Google’s Knowledge Graph for Nonprofits
Governments start providing open data
Apps
Nonprofit Data 3.0?

8. Vision for Nonprofit Data 3.0

What if Google created a free data
repository and API of data useful for
Nonprofits by…
◦ Scrubbing and enhancing data that is useful to
Nonprofits from web, public sources and
semantic web
◦ Providing an Open API
◦ Promoting a search ecosystem that encourages
more open nonprofit data
◦ Providing vertical search capabilities and linked
Knowledge Graph data supporting nonprofits

9. Nonprofit Knowledge Graph Data Types
Volunteer
Opps
Foundations
& Grants
Jobs
Organizations
Events
Disaster
Response
Data
People
Giving
Requests
Causes/
Social
Actions

10. TechMission’s Focus
All Objects of Interest
to Nonprofits
TechMission:
All Objects of
Interest to
Christian Orgs
Nonprofit
Knowledge Graph
Christian
Social Graph

11. Christian Social Graph API
TechMission’s
Focus
Parachurches
300,000+
Funders &
Grants
Jobs
15,000+
10,000+
Content
150,000
items
Volunteer
Opportunities
10,000+
Christian
Social
Graph
Groups &
Events
Resumes
(People)
Churches
300,000
Classified
Listings

12. Nonprofit Knowledge
Graph Concept

13. Knowledge Graph
Added April 2013

14. Proposed
Additions

15. Vertical Sear
Nonprofit Da
• Jobs
• Volunteer
• Events

16. Key Questions for Google
What is Google’s next steps for nonprofits in the
Knowledge Graph?
2. Will Google provide a competitive response to
Data.com & Hoovers
1.
◦ Nonprofit Data could fit here (and be free)
3.
Will Google provide a competitive response to
Wolfram Language?
◦ Nonprofit API could fit within this structure
4.
Will Google provide vertical search for jobs (like it
has for hotels and flights)?
◦ Nonprofit Jobs and Volunteer Opportunities would fit here
5.
How can nonprofits contribute data to Knowledge
Graph?
◦ Could be helpful to have an open standard filling holes in
Schema.org or something else?
6.
What are Google’s plans for open education,
Open EdX, mooc.org, etc.? YouTube of courses?

17. Nonprofit Product Roadmap Wishlist
Nonprofit
Knowledge
Graph
Sidebar
Open Data
Submission
Standard
Nonprofit
Vertical
Search
Schema.org+
Google’s
Universal API
(like Wolfram
language)
Linkage
with
Google+
Google
Data.com
Product
Google for
Nonprofits

18. Use Cases

Improves nonprofit data ecosystem
◦ Encourages nonprofit data providers to include EIN and
other keys to linked data
◦ Needed for linked data between: Volunteer Opps
(AllforGood), Organizations, Donate Links, etc.
◦ Promotes open data while still allowing providers like
Guidestar to provide more extended data

Apps & Mashups
◦ Refining nonprofit public data from sources like Data.gov
is costly for each organization and could be done once by
Google

Improved Nonprofit/For Profit Partnership
◦ For profit companies could more easily integrate
nonprofit causes if there were low barriers to entry
through Google’s APIs

19. Appendix: Nonprofit
Linked
Data Today

20. Nonprofit Organization Data

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USA Providers: Guidestar, NetworkforGood,
Charity Navigator, HandsOn Network, Idealist.org,
United Way/Truist, ChristianVolunteering.org,
VolunteerMatch.org, 211, Data.gov/IRS
Problems with Organizational Data
◦ Few use open standards like Schema.org
◦ Unlinked: Little data has unique organizational identifier
needed for linking
◦ Terms of use prohibit third party use of data even when it
was compiled from public sources (i.e. taking data
provided by governments and then making it proprietary)
◦ Government data is not user-friendly and cannot be easily
linked with other data

21. Volunteer Opportunity Data Providers (USA)

Open = Contributing to Serve.Gov/Data.gov/AllforGood
◦ HandsOn Network, AARP, Idealist.org, United Way, Truist,
Habitat for Humanity, Service Nation, Universal Giving,
ChristianVolunteering.org, Craigslist, MENTOR, Senior Corps,
AmeriCorps, Girl Scouts, YMCA, Up2Us, CatchaFire,
Volunteer.gov, Rock the Vote, Citizen Corps, Red Cross,
Samaritan Technologies, Catchafire

Closed = Not Contributing to Serve.Gov/Data.gov
◦ VolunteerMatch.org

Schema Examples
◦ http://www.allforgood.org/spec
◦ http://schema.org/Event

Problems with Volunteer Opportunity Data
◦ Data not provided with unique identifier that would enable
linkages and assist in deduplication

22. Nonprofit Jobs Data

Jobs Data Providers: Idealist.org, SimplyHired.com,
Indeed.com, ChristianVolunteering.org, jobinventory.com,
jobisjob.com, olx.com, simplyhired.com, trovit.com, jobsearch-engine.com, yakaz.com, oodle.com,
workhound.co.uk, www.wowjobs.ca

23. Schema.org: Organization
Property
Properties from Thing
description
image
name
url
Properties from Organization
address
Expected Type
Description
Text
URL
Text
URL
A short description of the item.
URL of an image of the item.
The name of the item.
URL of the item.
PostalAddress
aggregateRating
AggregateRating
Physical address of the item.
The overall rating, based on a collection of reviews
or ratings, of the item.
contactPoints
ContactPoint
A contact point for a person or organization.
email
employees
Text
Person
events
Event
faxNumber
Text
Email address.
People working for this organization.
Upcoming or past events associated with this place
or organization.
The fax number.
founders
Person
A person who founded this organization.
foundingDate
Date
The date that this organization was founded.
interactionCount
Text
location
members
reviews
telephone
Place or PostalAddress
Person or Organization
Review
Text
A count of a specific user interactions with this
item—for example, 20 UserLikes, 5 UserComments,
or 300 UserDownloads. The user interaction type
should be one of the sub types of UserInteraction.
The location of the event or organization.
A member of this organization.
Review of the item.
The telephone number.
More specific types: Corporation, EducationalOrganization, GovernmentOrganization,
LocalBusiness, NGO, PerformingGroup, SportsTeam

24. Schema.org: Job Posting
Need Volunteer Opportunity
Property
Properties from Thing
description
image
name
url
Properties from JobPosting
baseSalary
benefits
datePosted
educationRequirements
Expected Type
Description
Text
URL
Text
URL
A short description of the item.
URL of an image of the item.
The name of the item.
URL of the item.
Number
Text
Date
Text
employmentType
Text
experienceRequirements
hiringOrganization
incentives
industry
jobLocation
Text
Organization
Text
Text
Place
occupationalCategory
Text
qualifications
responsibilities
Text
Text
salaryCurrency
Text
skills
Text
specialCommitments
Text
title
workHours
Text
Text
The base salary of the job.
Description of benefits associated with the job.
Publication date for the job posting.
Educational background needed for the position.
Type of employment (e.g. full-time, part-time, contract, temporary, seasonal,
internship).
Description of skills and experience needed for the position.
Organization offering the job position.
Description of bonus and commission compensation aspects of the job.
The industry associated with the job position.
A (typically single) geographic location associated with the job position.
Category or categories describing the job. Use BLS O*NET-SOC taxonomy:
http://www.onetcenter.org/taxonomy.html. Ideally includes textual label and formal
code, with the property repeated for each applicable value.
Specific qualifications required for this role.
Responsibilities associated with this role.
The currency (coded using ISO 4217, http://en.wikipedia.org/wiki/ISO_4217 used for
the main salary information in this job posting.
Skills required to fulfill this role.
Any special commitments associated with this job posting. Valid entries include
VeteranCommit, MilitarySpouseCommit, etc.
The title of the job.
The typical working hours for this job (e.g. 1st shift, night shift, 8am-5pm).

25. Schema.org: Event
Property
Properties from Thing
description
image
name
url
Properties from Event
attendees
Expected Type
Description
Text
URL
Text
URL
A short description of the item.
URL of an image of the item.
The name of the item.
URL of the item.
duration
Duration
The duration of the item (movie, audio recording, event, etc.) in
ISO 8601 date format.
endDate
Date
The end date and time of the event (in ISO 8601 date format).
location
Place or PostalAddress The location of the event or organization.
offers
Offer
An offer to sell this item—for example, an offer to sell a
product, the DVD of a movie, or tickets to an event.
performers
Person or Organization
The main performer or performers of the event—for example, a
presenter, musician, or actor.
startDate
Date
The start date and time of the event (in ISO 8601 date format).
subEvents
Event
Events that are a part of this event. For example, a conference
event includes many presentations, each are subEvents of the
conference.
superEvent
Event
An event that this event is a part of. For example, a collection
of individual music performances might each have a music
festival as their superEvent.
Person or Organization A person attending the event.

26. Making Schema.org More Nonprofit Friendly

Organization/NGO Type
◦ Need fields for tax id, charity id, NTEE Code,
ICNPO
◦ Tax id and charity id are critical to link other
data

Job Type
◦ Consider Volunteer Sub-type of job with special
fields (need spec)

Event
◦ Consider service opportunity as event subtype
with special fields (need spec)

27. Semantic Web Standards
Aggregators: Freebase, Dbpedia,
Zemanta, Kasiba, Calais, Data.gov…
Sparql: global query language for RDF
Schema.org: schema & ontology
of objects in RDF
RDF = data sharing format in XML
http://en.wikipedia.org/wiki/Semantic_Web

28. Proliferation of Nonprofit APIs
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All for Good
Brooklyn Museum
Convio
CorpWatch
DonorsChoose
eTapestry
FirstGiving
Global Giving
Kintera
Kiva
LetGive
Piryx
Guidestar
Charity Navigator
Dropcash
Global Currents Pitleline
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Social Actions
Sparked
WiserEarth
CiviCRM
Get Active
Member-only
Results Plus
Blackbaud
Institute for Money in State Politics
Giveness
WiserEarth
ChristianVolunteering
Let’s Give
Piryx
Open Aid
The Problem: to develop a good nonprofit app you need to aggregate
from 5-20 sources, write to 5-20 APIs, and sign 5-20 contracts and
terms of use that are often incompatible with each other

29. Problems/What is missing?

Poor data quality in public data
◦ Need scrubbing and de-duping

No linkages in data types
◦ missing organization IDs in most data
◦ How to link volunteer opportunities with org

Lacking ecosystem to encourage openness of
nonprofit data
◦ Current nonprofit business models are incentivized to
keep most data closed


Too many Nonprofit APIs
Summary: the pieces are there, but it’s a mess!

30. References

Defining the Nonprofit Sector: A Crossnational Analysis
◦ Crosswalk of National Standards:
http://books.google.com/books?id=ffY_NY3EpY
cC&pg=PA90&dq=icnpo+ntee+crosswalk

THE INTERNATIONAL CLASSIFICATION OF
NONPROFIT ORGANIZATIONS: ICNPOREVISION 1, 1996
◦ http://www.protectiamuncii.ro/ro/incpo.pdf

Wolfram Language
◦ http://reference.wolfram.com/language/