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@forumone
#ComNetLive
JOIN THE CONVERSATION
Submit questions/comments via the Questions panel.
How Do You Measure
the Impa...
Autumn Rose
Analytics Director
Forum One
arose@forumone.com
Brian Pagels
Chief Impact Officer
Forum One
bpagels@forumone.c...
We’re
Passionate
We’re
Creative
We’re
Strategic
#ComNetLive
Today’s Presentation
Define Measurable Goals
How to decompose your mission into measurable components
Choose “Right-fit” M...
How are foundations and nonprofits establishing metrics and
monitoring the ROI of communications efforts?
We wanted to kno...
Surveyed Over 75 Organizations
35
Nonprofits:
Issue Advocacy
27
Nonprofits:
Research &
Analysis
15
Associations
8
Foundati...
It’s Not Easy
A majority of respondents lack the time and/or
skills to report on the effectiveness of their
communications...
Most Communications
Strategies Are
Aligned with Mission,
but Not in a
Measureable Way
9%
Not really aligned
67%
Super
alig...
Measurable Goals
Know what you’re shooting for
#ComNetLive
Translate your mission into measurable goals
At the Start
#ComNetLive
#ComNetLive
Mission: A world without violent conflict.
U.S. Institute of Peace
#ComNetLive
Case Study: USIP
PEACEPEACE
Strengthen individuals and institutions
working for peace and improve resources.
Strengthen US...
Case Study: USIP
Strengthen individuals and institutions
working for peace by improving resources.1
● Create research on c...
Case Study: USIP
Strengthen individuals and institutions
working for peace and improve resources.1
● How to track “Create ...
Advocacy
Organizations
Associations Philanthropies
Goal Setting for Every Non Profit
Research
Institutions
#ComNetLive
Begin developing your communications strategy
with measurable objectives in mind.
Measurable Design
#ComNetLive
Research Institution Advocacy
Association Philanthropy
Reach, inform, and influence policy
makers with your research and
a...
Questions?
#ComNetLive
Autumn Rose
Analytics Director,
Forum One
arose@forumone.com
Brian Pagels
Chief Impact Officer,
For...
“Right-fit” Metrics
Not too much, not too little
#ComNetLive
Types of Metrics Tracked
84% 70% 31%80%
Output Reach Engagement Impact
#ComNetLive
“
The desire to measure impact often
leads organizations in one of two
dangerous directions…”
Innovations for Poverty Acti...
“
...collecting mountains of data that
cannot be used to measure impact, or…”
Innovations for Poverty Action (IPA)
“
#ComN...
“
...collecting insufficient data to
demonstrate accountability and to
learn what to do in the future.”
Innovations for Po...
Consider your goals and activities and identify a
limited number of Key Performance Indicators
to track.
Selecting Metrics...
Each indicator should fit
like a puzzle piece to tell
your impact story.
#ComNetLive
Go Beyond Users
Reaching target
audiences
#ComNetLive
Go Beyond Pageviews
Reading, engaging, and
sharing key content
#ComNetLive
Beyond Subscribers
Motivating key
audiences for action
#ComNetLive
Share of Voice
Mentions on key topics
in top press outlets
#ComNetLive
Research Institution Advocacy
Association Philanthropy
Reach, inform, and influence policy
makers with your research and
a...
Sample Impact Metrics
Research
Institution
Mentions of your
research during policy
debates, share of
voice on research
top...
Tools for Data Collection
#ComNetLive
Questions?
#ComNetLive
Autumn Rose
Analytics Director,
Forum One
arose@forumone.com
Brian Pagels
Chief Impact Officer,
For...
Your Contribution
Communicating Impact
#ComNetLive
Consider your organization’s specific
contributions to an outcome or impact, but don’t
agonize over them.
Recommendation
#...
Pew Charitable Trusts’ Model
Inconsequential
The program played little
or no part in the outcome;
would have occurred
with...
Reporting
Packaging data for action
#ComNetLive
Frequency of Reporting
40% Quarterly/Bi-Annually
23% Monthly
20% As Requested
8% We do not report on metrics
6% Daily/Week...
Frequency of Reporting
40% Quarterly/Bi-Annually
23% Monthly
20% As Requested
8% We do not report on metrics
6% Daily/Week...
My supervisor does not listen”
- Communications Director at an Association
Leadership considers work a
check-off item”
- D...
Anatomy of A Strong Report
● Clearly articulate progress towards organizational goals
● Tie metrics directly back to organ...
Be transparent about the imperfect science of
communications measurement, but also don’t
shy away from using relevant data...
Questions?
#ComNetLive
Autumn Rose
Analytics Director,
Forum One
arose@forumone.com
Brian Pagels
Chief Impact Officer,
For...
THANK YOU
Learn more at forumone.com
forumone forumone forum-one
#ComNetLive
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How Do You Measure the Impact of Your Digital Strategy?

Forum One webinar presented in partnership with the Communications Network (October 26, 2016)

  • Als Erste(r) kommentieren

How Do You Measure the Impact of Your Digital Strategy?

  1. 1. @forumone #ComNetLive JOIN THE CONVERSATION Submit questions/comments via the Questions panel. How Do You Measure the Impact of Your Digital Strategy?
  2. 2. Autumn Rose Analytics Director Forum One arose@forumone.com Brian Pagels Chief Impact Officer Forum One bpagels@forumone.com Today’s Presenters #ComNetLive
  3. 3. We’re Passionate We’re Creative We’re Strategic #ComNetLive
  4. 4. Today’s Presentation Define Measurable Goals How to decompose your mission into measurable components Choose “Right-fit” Metrics Identifying data that can be sustainably collected and reflect performance Consider Your Contribution Methods for communicating credit where credit is due Refine Your Reporting Design reports to aid decision-making and advocate for your work #ComNetLive
  5. 5. How are foundations and nonprofits establishing metrics and monitoring the ROI of communications efforts? We wanted to know... #ComNetLive
  6. 6. Surveyed Over 75 Organizations 35 Nonprofits: Issue Advocacy 27 Nonprofits: Research & Analysis 15 Associations 8 Foundations/ Grant-Making Institutions 4 Federal Government Agencies 3 Academic Institutions 44 Managers/Directors 26 Associates/Analysts 15 Executives 7 Coordinators #ComNetLive
  7. 7. It’s Not Easy A majority of respondents lack the time and/or skills to report on the effectiveness of their communications efforts #ComNetLive
  8. 8. Most Communications Strategies Are Aligned with Mission, but Not in a Measureable Way 9% Not really aligned 67% Super aligned 24% Somewhat aligned #ComNetLive
  9. 9. Measurable Goals Know what you’re shooting for #ComNetLive
  10. 10. Translate your mission into measurable goals At the Start #ComNetLive
  11. 11. #ComNetLive
  12. 12. Mission: A world without violent conflict. U.S. Institute of Peace #ComNetLive
  13. 13. 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. 1 2 3 2 3 #ComNetLive 1
  14. 14. 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. #ComNetLive PEACE 2 31
  15. 15. 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 #ComNetLive PEACE 2 31
  16. 16. Advocacy Organizations Associations Philanthropies Goal Setting for Every Non Profit Research Institutions #ComNetLive
  17. 17. Begin developing your communications strategy with measurable objectives in mind. Measurable Design #ComNetLive
  18. 18. 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 #ComNetLive
  19. 19. Questions? #ComNetLive Autumn Rose Analytics Director, Forum One arose@forumone.com Brian Pagels Chief Impact Officer, Forum One bpagels@forumone.com
  20. 20. “Right-fit” Metrics Not too much, not too little #ComNetLive
  21. 21. Types of Metrics Tracked 84% 70% 31%80% Output Reach Engagement Impact #ComNetLive
  22. 22. “ The desire to measure impact often leads organizations in one of two dangerous directions…” Innovations for Poverty Action (IPA) “ #ComNetLive
  23. 23. “ ...collecting mountains of data that cannot be used to measure impact, or…” Innovations for Poverty Action (IPA) “ #ComNetLive
  24. 24. “ ...collecting insufficient data to demonstrate accountability and to learn what to do in the future.” Innovations for Poverty Action (IPA) “ #ComNetLive
  25. 25. Consider your goals and activities and identify a limited number of Key Performance Indicators to track. Selecting Metrics #ComNetLive
  26. 26. Each indicator should fit like a puzzle piece to tell your impact story. #ComNetLive
  27. 27. Go Beyond Users Reaching target audiences #ComNetLive
  28. 28. Go Beyond Pageviews Reading, engaging, and sharing key content #ComNetLive
  29. 29. Beyond Subscribers Motivating key audiences for action #ComNetLive
  30. 30. Share of Voice Mentions on key topics in top press outlets #ComNetLive
  31. 31. 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 #ComNetLive
  32. 32. Sample Impact Metrics Research 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. #ComNetLive
  33. 33. Tools for Data Collection #ComNetLive
  34. 34. Questions? #ComNetLive Autumn Rose Analytics Director, Forum One arose@forumone.com Brian Pagels Chief Impact Officer, Forum One bpagels@forumone.com
  35. 35. Your Contribution Communicating Impact #ComNetLive
  36. 36. Consider your organization’s specific contributions to an outcome or impact, but don’t agonize over them. Recommendation #ComNetLive
  37. 37. Pew Charitable Trusts’ Model Inconsequential The 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. #ComNetLive
  38. 38. Reporting Packaging data for action #ComNetLive
  39. 39. Frequency of Reporting 40% Quarterly/Bi-Annually 23% Monthly 20% As Requested 8% We do not report on metrics 6% Daily/Weekly 3% Annually #ComNetLive
  40. 40. 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. #ComNetLive
  41. 41. 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 “ “ “ Why Reporting Matters #ComNetLive
  42. 42. 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 #ComNetLive
  43. 43. 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 #ComNetLive
  44. 44. Questions? #ComNetLive Autumn Rose Analytics Director, Forum One arose@forumone.com Brian Pagels Chief Impact Officer, Forum One bpagels@forumone.com
  45. 45. THANK YOU Learn more at forumone.com forumone forumone forum-one #ComNetLive

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