How do you measure influence in the nonprofit world?

I’ve become intrigued with the concept of influence  - perhaps because of the “buzz” about influence on Twitter with Klout, PeerIndex, as well as other measurements.  Or perhaps because of what’s going on in the Middle East.  Or perhaps it’s because I’m just compelled by the idea that nonprofits can be influential in their communities.

But what is influence and how does one measure it?   

Beth Kanter, someone who’s thought a lot about the issue of influence on Twitter and other social media networks, was one of the first to shout that numbers – the following of the masses – does not equal influence.  In a blog from back in 2009 she states: “…there’s more to influence besides numbers, there is also affinity.”  She summarizes her argument, advising: “don't get distracted by meaningless metrics like the number of followers, and value the relationships.”  And I agree with her – it’s about relationships and value.

If influence is about relationships – how does one measure these?  I suggest thinking beyond the communities served by an organization and including the communities in which nonprofits operate, as well as other communities, such as funders, donors, and businesses or the public at large. 

I would argue that the most influential nonprofits are those whose reach far exceeds their “designated” constituency.  For national examples, I’m thinking of the Susan G. Komen Foundation "For the Cure", which has spawned fabulous pink-glove videos as well as walks and events all over the U.S., touching well beyond its “designated” constituency. 

I’m thinking, for example, of the Special Olympics, which offers inspiration to many more than just the athletes who compete, or their families.  I'm thinking of UNICEF, which not only helps those whose funds it serves but which also taught a generation how to ask for donations (remember those orange boxes of change at Halloween?). 

There are many others that have pierced the national culture in ways we all recognize.  And there are those that have similarly pierced their local communities.  

How would you measure influence in the nonprofit world?