How Do You Measure the Impact of Your Digital Strategy?

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How Do You Measure the Impact of Your

Digital Strategy?

Autumn RoseAnalytics Director

Forum [email protected]

Brian PagelsChief Impact Officer


Today’s Presenters

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We’rePassionate

We’reCreative

We’re Strategic

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Today’s Presentation

Define Measurable GoalsHow to decompose your mission into measurable components

Choose “Right-fit” MetricsIdentifying data that can be sustainably collected and reflect performance

Consider Your ContributionMethods for communicating credit where credit is due

Refine Your ReportingDesign reports to aid decision-making and advocate for your work

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How are foundations and nonprofits establishing metrics and monitoring the ROI of communications efforts?

We wanted to know...

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Surveyed Over 75 Organizations

35Nonprofits:

Issue Advocacy

27Nonprofits: Research &

Analysis

15 Associations

8Foundations/Grant-Making

Institutions

4Federal

Government Agencies

3Academic

Institutions

44 Managers/Directors 26 Associates/Analysts 15 Executives 7 Coordinators

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It’s Not EasyA majority of respondents lack the time and/or skills to report on the effectiveness of their communications efforts

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Most Communications Strategies Are Aligned with Mission, but Not in a Measureable Way

9%Not really aligned

67%Super

aligned 24%Somewhat

aligned#ComNetLive

Measurable GoalsKnow what you’re shooting for

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Translate your mission into measurable goalsAt the Start

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Mission: A world without violent conflict.U.S. Institute of Peace

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Case Study: USIP

PEACEPEACE

Strengthen individuals and institutions working for peace and improve resources.

Strengthen USIP’s capacity to prevent and resolve violent conflict.

Strengthen USIP’s public engagement.

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2 3

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Case Study: USIP

Strengthen individuals and institutions working for peace by improving resources.1● Create research on conflict.● Strengthen the USIP’s reach & impact.● Strengthen select institutions that prevent

and resolve violent conflict in conflict zones.● Create a network of peace funders.

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PEACE

2 31

Case Study: USIP

Strengthen individuals and institutions working for peace and improve resources.1● How to track “Create research on conflict”

○ Quantity of research○ Reach of research within target audiences○ Engagement with published research○ Perceived impact of published research○ Activities to distribute and promote

research

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PEACE

2 31

Advocacy Organizations Associations Philanthropies

Goal Setting for Every Non Profit

Research Institutions

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Begin developing your communications strategy with measurable objectives in mind.

Measurable Design

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Research Institution Advocacy

Association Philanthropy

Reach, inform, and influence policy makers with your research and analysis.

Educate and inspire people to change policies, perspectives, and/or behaviors.

Increase the capacity and effectiveness of your members and their work.

Increase prominence and influence of grantees’ individual and collective efforts.

Sample Communications Goals

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Questions?#ComNetLive

Autumn RoseAnalytics Director,


Brian PagelsChief Impact Officer,


“Right-fit” MetricsNot too much, not too little

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Types of Metrics Tracked

84% 70% 31%80%

Output Reach Engagement Impact

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“ The desire to measure impact often leads organizations in one of two dangerous directions…”Innovations for Poverty Action (IPA)

“

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“ ...collecting mountains of data that cannot be used to measure impact, or…”Innovations for Poverty Action (IPA)

“

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“...collecting insufficient data to demonstrate accountability and to learn what to do in the future.”Innovations for Poverty Action (IPA)

“

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Consider your goals and activities and identify a limited number of Key Performance Indicators to track.

Selecting Metrics

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Each indicator should fit like a puzzle piece to tell your impact story.

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Go Beyond Users

Reaching target audiences

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Go Beyond Pageviews

Reading, engaging, and sharing key content

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Beyond Subscribers

Motivating key audiences for action

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Share of Voice

Mentions on key topics in top press outlets

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Research Institution Advocacy

Association Philanthropy

Reach, inform, and influence policy makers with your research and analysis.

Educate and inspire people to change policies, perspectives, and/or behaviors.

Increase the capacity and effectiveness of your members and their work.

Increase prominence and influence of grantees’ individual and collective efforts.

Sample Communications Goals

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Sample Impact MetricsResearch

Institution

Mentions of your research during policy

debates, share of voice on research topics, interview

requests with experts

Advocacy Organization

Public opinion shift on your issue,

evidence-supported actions taken to

address issue (before true impact can be

measured), proposed legislation in support

of your cause.

Association

Advancements or awards for your

members, share of voice among

members on relevant topics, increased funding/revenue

across membership.

Philanthropy

Key actions or policies informed by funded

work, increased awareness around

focus areas and work of grantees, share of

voice among your experts and grantees.

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Tools for Data Collection

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Your Contribution Communicating Impact

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Consider your organization’s specific contributions to an outcome or impact, but don’t agonize over them.

Recommendation

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Pew Charitable Trusts’ Model

InconsequentialThe program played little or no part in the outcome;

would have occurred without its involvement.

Decisive The weight of evidence suggests the outcome would not have been achieved without the

program’s efforts.

Important Multiple actors contributed

to the outcome and we played a substantive role.

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Reporting Packaging data for action

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Frequency of Reporting

40% Quarterly/Bi-Annually

23% Monthly

20% As Requested

8% We do not report on metrics

6% Daily/Weekly

3% Annually

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Frequency of Reporting

40% Quarterly/Bi-Annually

23% Monthly

20% As Requested

8% We do not report on metrics

6% Daily/Weekly

3% Annually

Reactionary rather than driving action.

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My supervisor does not listen” - Communications Director at an Association

Leadership considers work a check-off item” - Digital Communications Associate at an Issue Advocacy Nonprofit

Currently, the biggest challenge is collecting content, which I hope will go better as people realize the importance of such communication.” - Digital Communications Associate at an Issue Advocacy Nonprofit

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Why Reporting Matters

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Anatomy of A Strong Report

● Clearly articulate progress towards organizational goals● Tie metrics directly back to organizational activities● Identify opportunities to improve outcomes● Can both understand at a glance, and read on for

additional insights● Is not just a spreadsheet

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Be transparent about the imperfect science of communications measurement, but also don’t shy away from using relevant data to advocate for your work.

Use Data Responsibly

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How Do You Measure the Impact of Your Digital Strategy?

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