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As I said earlier, I had the awesome opportunity to attend NTEN's NTC a couple weeks ago. One of the many interesting take-aways for me was the idea of connecting your strategies and communications with your mission. The blurb I gave before said:
At the end of the day, everyone in the nonprofit wants to accomplish the mission of the organization and service the need or population addressed, regardless of our job title. So, too, should all of our goals and strategies within departments, even the tech department. This means designing benchmarks for ROI in your tech strategies that help you evaluate if you are meeting the organization's mission!
The Web 2.0 ROI: Are All These New Tools Really Delivering Value to the Sector?
- You can download the PowerPoint presentation used in the session which walks through a case study of the Humane Society of the United State's campaign against animal fighting (and the Michael Vick news)
- You can also link to Beth Kanter's wiki for Social Media Metrics, Measurement and ROI
My highlights:
- Integrate your campaigns across platforms online and offline
- Remember that outcomes are both intangible and tangible
- Build in ways to capture visitor's email addresses when participating in polls, voting, comments, etc.
- Important to evaluate if work was "worth it" - even if it wasn't, there is much to learn to make it worth it in the future
- You can download the presentation PowerPoint titled, "What Your Stakeholders Aren’t Telling You: How to use web statistics to read between the lines and build a better relationship!"
My highlights:
- Block your organization's IP address from your analytics so that you are really measuring visitors to the website (and not staff)
- Pay attention to who is linking to your site and how people are getting to you
- Take note of the languages people are using, you may want to translate more of your materials
