The metrics that matter most are those that tell you if your communications strategy is helping you meet your organization’s overall goals. Yet, measuring that impact is complex and complicated. Your communications strategy exists to help audiences discover your organization and your work, participate in your programs and services, learn from the content you offer, and take action on issues.
What you measure should help you evaluate whether a particular strategy is effective and how you might improve it.
During the 2014 Nonprofit Technology Conference, Lauren Girardin, marketing and communications strategy consultant, and Shari Ilsen, director of engagement at VolunteerMatch, shared their advice for the kinds of metrics that nonprofits can meaningfully measure:
With a thoughtful approach that keeps your goals and strategies in mind, your organization can successfully measure what matters.
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