Benchmarks and Measurements

Nonprofit Marketing MetricsRead Part 1 first

Metric mania! It’s all around us. Unfortunately, when we try to measure too many marketing measures, all we get is frustrated. Even for nonprofit communicators in large, well-staffed organizations, there’s rarely enough bandwidth to capture, analyze, share and use many marketing insights.

But there is a better way…I urge you to take these three steps to identify five or fewer insights that will make the MOST DIFFERENCE in boosting marketing impact:

Nancy Schwartz in Benchmarks and Measurements | 1 comment
Tags:, , , ,

Marketing Insights

Take 3 Steps to Meaningful Marketing Measures (Part 2)

Ever since super-smart statistician Nate Silver brought presidential campaign data to the headlines in 2012, we’ve become a metrics-obsessed nation. That’s changed the life of most marketers I know, who have been asked (pressured in some cases) to harvest more and more data.

This laser focus on data parallels the growth of nonprofits’ use of social media and mobile channels—whether whole-hog or in experimentation mode. You’ll find lists of must-measures for your website, blog, direct mail, telemarketing, social channels. Put those musts together and you get a baseline of 50 data points or more—pretty impossible for most of us to manage.

But there is a way out, one that will boost your org’s marketing impact while maintaining your sanity.


Nancy Schwartz in Benchmarks and Measurements | 1 comment

<< Back to Main