Back when my grandmother was a stringer for the Toronto Star, she sold them a story about a Northern Ontario family that had trained a groundhog to pull a little sled behind it.

Here’s the YouTube era’s version of that story, as told to promote the Aukland, New Zealand SPCA‘s dog adoption program.

With well over 10,000,000 views, it’s blown up since it was posted a little under a year ago. But as Beth Kanter and Katie Paine will tell you, what really matters for your organization is whether it yields results — in this case, more adoptions.

Which is why they had me draw this cartoon for their book Measuring the Networked Nonprofit… which shows you exactly how to tell whether your online efforts are yielding bottom-line, tangible positive change.

Cartoon about YouTube and cat adoptions