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Introduction to the Semantic Weband the Nonprofit Social Graph
Andrew SearsExecutive Director
The Need for the Semantic Web:What are the Online Megatrends?
Browser traffic
General Search
Proliferation of Closed Datasets/APIs
App Traffic
Vertical Search
Open, StandardizedMachine Readable Data
All of these trends call for more standardized APIs and linked datasets = Semantic Web
App Traffic Growing beyond Browser Traffic
Note: Includes all web (desktop and mobile)
Vertical Search through MicroFormats & Schema.org
Proliferation of Nonprofit APIs
All for Good Brooklyn Museum Convio CorpWatch DonorsChoose eTapestry FirstGiving Global Giving Kintera Kiva LetGive Piryx Guidestar Charity Navigator Dropcash Global Currents Pitleline
Social Actions Sparked WiserEarth CiviCRM Get Active Member-only Reults Plus Blackbaud Institute for Money in State
Politics Giveness WiserEarth ChristianVolunteering Let’s Give Piryx Open Aid
A Programmers PerspectiveTo develop a good app you need to:
◦Aggregate from 5-20 sources ◦Write to 5-20 Apis◦Sign 5-20 contracts and terms of use that are
often incompatible with each otherIn the future this problem will be 10 times
as bigConclusion: Developers are more likely to
develop apps based on standardized APIs like the Semantic Web
What is the Semantic Web?Initiative of World Wide
Web Consortium for providing common formats for web data
Led by Tim Burners-Lee, the inventor of the World Wide Web
aka Web 3.0
Semantic Web Standards
RDF = data sharing format in XML
Sparql: global query language for RDFSchema.org: schema & ontology
of objects in RDF
Aggregators: Freebase, Dbpedia, Zemanta, Kasiba, Calais, Data.gov…
http://en.wikipedia.org/wiki/Semantic_Web
How Nonprofits are likely to fit with Semantic Web Standards
RDF: data sharing format in XML
Sparql endpoints: AllforGood, GuidestarSparql: API standard for nonprofitsSchema.org: organizations, job postings events, volunteer opportunities
Aggregators: VolunteerMatch, AllforGood, Guidestar, ChristianVolunteering, Mobile Apps, Widgets, Web Portals, Thousands of Sites
Nonprofit Contracts/API Terms of Use
Schema.orgDefines schema of objects relevant to
nonprofits in RDF◦Organizations◦Job Posting◦Volunteer Opportunity◦Events
Will be used by all major search engines to improve search results◦Most experts say using Schema.org format
could increase click-throughs by 30%
Why Provide Data to Semantic Web Technology Mandate
◦ Given strategy of search engines, it is likely that nonprofit data that do not support the Semantic web will lose 50% of their search engine traffic within 5 years and 90% within 10 years
◦ As more of the web is viewed through apps and vertical search engines, open data is required
◦ There will soon be hundreds of nonprofit APIs, which are too many for programmers to support
Government Mandate◦ It is likely that future government grants will require grantees to
provide data to Data.gov Public Mandate
◦ Nonprofits that choose to be closed will likely attract public criticism and lose funders
Social Mandate◦ Providing open data maximizes social RoI
What is the Nonprofit Social Graph?
1. The Nonprofit social graph is set of standards for data objects of interest to nonprofits
◦Similar to the Facebook Social graph, but more open and focused on mapping resources related to nonprofits
2. It will be how Nonprofits contribute to the semantic web (Web 3.0)
3. It will define a set of data format standards and terms of use for sharing data
Nonprofit Social Graph
Organizations
Volunteer Opportunities
Jobs
People
Giving Requests
Causes/Social Actions
NonprofitMeta-wiki
Events
Foundations
SPARQL EndpointsSPARQL Endpoints serve as the primary
repository for a source of data◦ Nonprofit Organizations in USA, Volunteer Opportunities
Provides standard API query interface◦ Two-way update capabilities coming soon
Similar to AllForGood API, but using semantic web standards
Will require nonprofit community in each country to agree to endpoint◦ Will probably want to interface with data.gov
Sample Endpoints◦ Data.gov, Data.gov.uk, Dbpedia, Freebase, World
Factbook,http://www.w3.org/wiki/SparqlEndpointshttp://www.w3.org/wiki/SPARQLhttp://www.w3.org/wiki/SPARQL/Extensions/Update
Potential Options for Repositories/Sparql Endpoints
1. One organization becomes sole repository for organizations, volunteer opportunities
2. Different organizations become primary repository for different objects
◦AllForGood = Volunteer Opportunities◦Guidestar = Organizations
3. National/Global Sparql Endpoint becomes sole repository (i.e. Data.gov)
◦All data sources feed into Data.gov as a central repository/Sparql endpoint provider
◦Data.gov probably will not accept third-party data
Schema.org: OrganizationProperty Expected Type DescriptionProperties from Thingdescription Text A short description of the item.image URL URL of an image of the item.name Text The name of the item.url URL URL of the item.Properties from Organizationaddress PostalAddress Physical address of the item.
aggregateRating AggregateRating 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 Text Email address.employees Person People working for this organization.
events Event Upcoming or past events associated with this place or organization.
faxNumber Text The fax number.
founders Person A person who founded this organization.
foundingDate Date The date that this organization was founded.
interactionCount 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.
location Place or PostalAddress The location of the event or organization.members Person or Organization A member of this organization.reviews Review Review of the item.telephone Text The telephone number.
More specific types: Corporation, EducationalOrganization, GovernmentOrganization, LocalBusiness, NGO, PerformingGroup, SportsTeam
Step Toward Nonprofit Social Graph: Organizations
Organize a working group of key stakeholdersDecide who will be the primary organization
endpoint◦Guidestar or Data.gov or both
Provide input into Schema.org’s organization and NGO standards◦ i.e. missing charity id, tax id, etc.◦May want to extend standard beyond Schema.org
Provide Sparql Endpoint for Organization dataData.gov latest IRS data is 2004
◦ http://www.data.gov/list/agency/14/15/catalog/raw/page/1/count/50
http://schema.org/Organizationhttp://schema.org/NGO
Organization Data Providers
GuidestarNetworkforGoodCharity NavigatorHandsOn NetworkIdealist.orgUnited Way/TruistChristianVolunteering.orgVolunteerMatch.org211Data.gov/IRS
Schema.org: Job PostingNeed Volunteer Opportunity
Property Expected Type DescriptionProperties from Thingdescription Text A short description of the item.image URL URL of an image of the item.name Text The name of the item.url URL URL of the item.Properties from JobPostingbaseSalary Number The base salary of the job.benefits Text Description of benefits associated with the job.datePosted Date Publication date for the job posting.educationRequirements Text Educational background needed for the position.
employmentType Text Type of employment (e.g. full-time, part-time, contract, temporary, seasonal, internship).
experienceRequirements Text Description of skills and experience needed for the position.hiringOrganization Organization Organization offering the job position.incentives Text Description of bonus and commission compensation aspects of the job.industry Text The industry associated with the job position.jobLocation Place A (typically single) geographic location associated with the job position.
occupationalCategory Text 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.
qualifications Text Specific qualifications required for this role.responsibilities Text Responsibilities associated with this role.
salaryCurrency Text The currency (coded using ISO 4217, http://en.wikipedia.org/wiki/ISO_4217 used for the main salary information in this job posting.
skills Text Skills required to fulfill this role.
specialCommitments Text Any special commitments associated with this job posting. Valid entries include VeteranCommit, MilitarySpouseCommit, etc.
title Text The title of the job.workHours Text The typical working hours for this job (e.g. 1st shift, night shift, 8am-5pm).
Steps Toward Nonprofit Social Graph: Volunteer Opportunities
Currently data.gov provides some data◦ http://
explore.data.gov/Social-Insurance-and-Human-Services/Federal-Volunteer-Opportunities/svbx-5gin
Decide who will be the primary organization endpoint◦ Very likely to be All for Good
Need Volunteer Opportunity standard in Schema.org◦ Probably an intangible object like JobPosting◦ Will probably want to relate event object to it for dates, and
determine whether there needs to be a new volunteer event◦ Need to require EIN/org ID to be able to link to organization
Provide Sparql Endpoint for Organization data
http://schema.org/Organizationhttp://schema.org/NGO
Volunteer Opportunity Data Providers
Open = Contributing to Serve.Gov/Data.gov◦ 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
Schema.org: EventProperty Expected Type DescriptionProperties from Thingdescription Text A short description of the item.image URL URL of an image of the item.name Text The name of the item.url URL URL of the item.Properties from Eventattendees Person or Organization A person attending the event.
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.
Challenges with other Data ObjectsNo centralized source or independent
aggregator with critical mass of objects◦Nonprofit Events◦Nonprofit Meta-Wiki◦Giving Opportunities
Lack of common structure◦Social Actions/Causes
No workable business model◦People (will probably default to Facebook and
remain private silos for business reasons)
Roles in the Nonprofit Social Graph
Sparql Endpoints
Nonprofit Websites & Applications
ProgrammingConsultants
Data Sources
Global Standards & Aggregators
• Websites• System Integration• Mobile Apps• Facebook Apps• Widgets• Open Source Projects
• National Sparql Endpoints• Data.gov• Search Engines• Social Networks• Places/Maps• 211
• 1,000’s of websites• Volunteer, Jobs, Orgs, etc.
• Web Portals• Desktop software• Nonprofit social networks• Nonprofit portals
But, Nonprofit Data Providers Make Their Money on their Data!
The nonprofit social graph must support sustainable business models for nonprofit data providers
Freemium business model◦Open data will be more limited like an RSS feed◦Need to provide enough data for it to be useful
or someone will “fork” the data and provide a better open alternative
Read Free: The Future of a Radical Price by Chris Anderson
Business Models1. RSS Feed Business model
◦Share limited data to drive traffic to your website◦Traffic can be monetized
2. Open Source Software business model◦Provide more limited open data to develop
consulting business with full data and leveraging expertise with data
3. Grants-funded business model◦Sharing data maximizes social value to attract
funders◦Funders will want aggregators to succeed◦Nonprofits perceived as “closed” will lose funding
Possible Futures1. Bad. Nonprofits remained closed and the only
open data is Data.gov◦ Data.gov’s data is very poor quality unless nonprofits help
improve it◦ Nonprofit app development will be severely limited and
nonprofits will lose visibility online: will digital divide online between nonprofits and for profits
2. Better. Most nonprofits contribute, but some do not◦ Nonprofits with closed data will lose most of their online
visibility
3. Best. Nonprofits organize and create critical mass◦ Creates new market for thousands of apps and widgets
where nonprofit causes become pervasive in the online world
Open vs. ClosedThere is a spectrum from very closed to
very openHaving an API is not Open
◦Many APIs are closed because of restrictive terms of use and limited access to data
Open is sharing enough data to be useful into open, public repositories
Developer perspective◦Writing an a nonprofit app could soon require
aggregating hundreds of data sources and hundreds of APIs
Potential first Steps toward the Nonprofit Social Graph Serve.Gov/AllForGood could require (or strongly encourage)
data providers to include EINs linking organizations to volunteer opportunities◦ Critical missing piece right now to connect to open org data◦ VolunteerMatch.org re-joins Serve.gov
Guidestar could organize a consortium of organization data providers ◦ Define organization standard as input to Schema.org◦ Provides 2 way API with partners◦ Provides organization data feed to Data.gov using RDF
Idealist.org could start aggregating third party nonprofit jobs (like AllforGood) ◦ Easy sources: SimplyHired.com, Indeed.com◦ Starts providing nonprofit jobs feed to Data.gov using RDF
Other nonprofit data sources start to form standards working groups
For More InformationWhy Nonprofits Should Care about Linked
Data and the Semantic Web◦ http://
www.spaceforgood.org/content/why-nonprofits-should-care-about-linked-data-and-semantic-web
en.wikipedia.org/wiki/Semantic_Webhttp://www.w3.org/2001/sw/ http://
www.w3schools.com/web/web_semantic.asp
Appendix
Why is TechMission Interested in the Nonprofit Social Graph?
Andrew Sears, Executive Director◦Previously co-founded MIT’s Internet Telecoms
Consortium supporting open standards◦Researched open standards under David Clark (one of
the fathers of the Internet)◦ I personally have a passion for open data
Open Data will support nonprofits focused on niches and increase diversity◦Largest segment of nonprofit market is the faith-based
segment◦TechMission is the leading provider of open data related
to faith based nonprofits (6,500 volunteer opps, 13,000 orgs, 170,000 wiki articles)
Giving Opportunity Data SourcesKivaJustGive.org Network for GoodChanging the PresentDonors ChooseFirstGiving.com Schema/API Examples
◦build.kiva.org◦developers.firstgiving.com◦developer.donorschoose.org
Causes/Social Actions Data Sources
Social Actions/GuidestarCauses.comChange.orgSchema/API Examples
◦ http://exchange.causes.com/resources/causes-developer-api/◦ http://wiki.socialactions.com/w/page/24592876/Social%20Actio
ns%20API%20-%20About
Nonprofit Job Data SourcesIdealist.orgIndeed.comSimplyHired.comSchema Examples
◦http://schema.org/JobPosting◦https://ads.indeed.com/jobroll/xmlfeed◦https://
www.jobamatic.com/a/jbb/partner-dashboard-advanced-xml-api
Other Schema.org Objects of Interest
ReviewRatingMediaObject (audio, image, music, video)
Events Data SourcesMeetup.comCraigslist.org/calEventful.comUpcoming.orgEventbrite.comSchema Examples
◦http://schema.org/Event◦http://www.meetup.com/meetup_api/
Foundation Data SourcesFoundation CenterCouncil on FoundationsGrant StationData.gov IRS foundation data
◦ http://www.data.gov/list/agency/14/15/catalog/raw/page/1/count/50