Lots to Learn via Precise, Meaningful Nonprofit Marketing Evaluation, but It’s Hard to Do — Communications Network Developing Toolkit to Make it Easier

Lots to Learn via Precise, Meaningful Nonprofit Marketing Evaluation, but It's Hard to Do -- Communications Network Developing Toolkit to Make it EasierGrantmakers, like other nonprofit organizations, have to ensure marketing efforts are on target, in terms of impact and, ultimately, ROI (Return on Investment). Both types of orgs are deep into program evaluation; but communications assessment has remained more elusive.

Most o can’t tell whether investments in everything from annual reports to media relations to websites are yielding results or what impact, if any, these efforts are having on intended audiences. Even those who want to assess the effectiveness of their communications activities have few, if any, tools to help them conduct useful evaluations.

To fill that void, The Communications Network is developing a marketing assessment tool encompassing a variety of communication topics, from strategy and brand identity to the effectiveness of annual reports and websites. It will help communication practitioners and senior management at foundations (and other nonprofits) to answer questions such as:

• How do I know whether our communication efforts are helping achieve our program goals?
• How do I track effects of our media placements?
• Is anyone reading our annual report? Should we still have a print report?
• Which staff communication skills need to be strengthened?
• What kind of results should I report to senior leadership and to the board?

I’ll keep you posted on Toolkit progress; it’s due to be released in Spring 2008.

Meanwhile, improve your understanding of your org’s marketing impact here:

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Nancy Schwartz on December 10, 2007 in Nonprofit Communications, Planning and Evaluation | 1 comment
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