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7 measurement steps for campaigns

by The NonProfit Times - April 9, 2013

Data measurement sounds tricky and intimidating, but you don’t necessarily need a Ph.D. to do it properly for your nonprofit. According to Katie Paine, all it takes is following a few simple steps.

Paine, who is chief marketing officer of News Group, wrote in her book “Measure What Matters” that no matter what kind of program or campaign you are running, there are seven basic steps for doing good measurement and getting valid and actionable results. Those steps are:

  • Step 1: Define your goals. What do you want to change? What outcomes is this strategy or tactic going to achieve? What are your measurable objectives?
  • Step 2: Define your audiences. Who are you trying to reach? How do your efforts connect with those audiences to achieve your goals?
  • Step 3: Define your benchmarks. Who or what are you going to compare your results to?
  • Step 4: Define your metrics. What are the key performance indicators that you will use to judge your progress towards goals?
  • Step 5: Define your time and costs. What is your investment?
  • Step 6: Select your data collection tools. What applications or systems are you going to use to collect your data?
  • Step 7: Collect your data, analyze the data, turn what you have learned into action, and start to measure again.


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