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

1. @forumone
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JOIN THE CONVERSATION
Submit questions/comments via the Questions panel.
How Do You Measure
the Impact of Your
Digital Strategy?

2. Autumn Rose
Analytics Director
Forum One
arose@forumone.com
Brian Pagels
Chief Impact Officer
Forum One
bpagels@forumone.com
Today’s Presenters
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3. We’re
Passionate
We’re
Creative
We’re
Strategic
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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
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5. How are foundations and nonprofits establishing metrics and
monitoring the ROI of communications efforts?
We wanted to know...
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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
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7. It’s Not Easy
A majority of respondents lack the time and/or
skills to report on the effectiveness of their
communications efforts
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8. Most Communications
Strategies Are
Aligned with Mission,
but Not in a
Measureable Way
9%
Not really aligned
67%
Super
aligned 24%
Somewhat
aligned
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9. Measurable Goals
Know what you’re shooting for
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10. Translate your mission into measurable goals
At the Start
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11. #ComNetLive

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

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
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PEACE
2 31

16. Advocacy
Organizations
Associations Philanthropies
Goal Setting for Every Non Profit
Research
Institutions
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17. Begin developing your communications strategy
with measurable objectives in mind.
Measurable Design
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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
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19. Questions?
#ComNetLive
Autumn Rose
Analytics Director,
Forum One
arose@forumone.com
Brian Pagels
Chief Impact Officer,
Forum One
bpagels@forumone.com

20. “Right-fit” Metrics
Not too much, not too little
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21. Types of Metrics Tracked
84% 70% 31%80%
Output Reach Engagement Impact
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22. “
The desire to measure impact often
leads organizations in one of two
dangerous directions…”
Innovations for Poverty Action (IPA)
“
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23. “
...collecting mountains of data that
cannot be used to measure impact, or…”
Innovations for Poverty Action (IPA)
“
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24. “
...collecting insufficient data to
demonstrate accountability and to
learn what to do in the future.”
Innovations for Poverty Action (IPA)
“
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25. Consider your goals and activities and identify a
limited number of Key Performance Indicators
to track.
Selecting Metrics
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26. Each indicator should fit
like a puzzle piece to tell
your impact story.
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27. Go Beyond Users
Reaching target
audiences
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28. Go Beyond Pageviews
Reading, engaging, and
sharing key content
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29. Beyond Subscribers
Motivating key
audiences for action
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30. Share of Voice
Mentions on key topics
in top press outlets
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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. 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.
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33. Tools for Data Collection
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34. Questions?
#ComNetLive
Autumn Rose
Analytics Director,
Forum One
arose@forumone.com
Brian Pagels
Chief Impact Officer,
Forum One
bpagels@forumone.com

35. Your Contribution
Communicating Impact
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36. Consider your organization’s specific
contributions to an outcome or impact, but don’t
agonize over them.
Recommendation
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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.
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38. Reporting
Packaging data for action
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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
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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. 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
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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
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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
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44. Questions?
#ComNetLive
Autumn Rose
Analytics Director,
Forum One
arose@forumone.com
Brian Pagels
Chief Impact Officer,
Forum One
bpagels@forumone.com

45. THANK YOU
Learn more at forumone.com
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