measuring tape

Turn Your Marketing Measurement “Shoulds” into “Could If We Wanted”

If you are feeling overworked or stressed out, someone will probably give you the advice to eliminate the word “should” from your vocabulary. “Should” applied to past things that didn’t get done induces guilt and depression. “Should” applied to the future activities creates anxiety and stress. While we often hear this advice in the context…

Objectives for Your Nonprofit Communications Plan

In previous posts, I’ve shared with you the twelve most common nonprofit marketing and communications goals and the twelve most common nonprofit marketing and communications strategies. Today let’s talk about the types of objectives you should have in your communications plan. Objectives are the SMART steps you take to achieve a strategy, and at Nonprofit Marketing…

What Should You Measure? Ask These 5 Questions First

I just finished up our two-part webinar series on how to measure the effectiveness of your communications work. (If you missed it, All-Access Pass Holders get access to the recordings). Part of the challenge with answering the “what should we measure” and “what numbers should I pay attention to” questions for nonprofits is that it…

3 Things You Probably Didn’t Know about Communications Measurement

I’m teaching two new webinars on measuring the effectiveness of nonprofit communications this week. In the course of doing the research, I found three items that you might also find interesting . . . 1. There’s a whole association dedicated to communications measurement. AMEC is the International Association for Measurement and Evaluation of Communication. They have…

How Nonprofit Communicators Can Measure Awareness

It’s my least favorite goal for nonprofit communicators: Brand Awareness. Why? Because it’s vague and hard to measure, and therefore hard to know what will really work best to increase it. Nevertheless, raising brand awareness is a top goal for many nonprofit communications departments, according to our research.  The argument for the goal goes like this:…

Measuring Your Communications Effectiveness: 3 Concepts to Keep in Mind

Measuring the effectiveness of your nonprofit’s communications is a complicated puzzle. You have the effectiveness of specific channels like your website or Facebook page. Those depend on the effectiveness of the content you create. That depends on the effectiveness of your editorial calendar. That in turn depends on your larger marketing strategy, which depends on…

Yes, Your Open Rates Are Wrong. But You Can Still Use Them.

I’ve received several emails in response to Tuesday’s post about other ways to measure email engagement asking about the accuracy of open rates. The main concern is that if the open rate data is bad, any additional analysis like I suggested is also bad. For example, you might categorize someone improperly, and more likely as…