Taking The Mystery Out Of Metrics

Taking the mystery out of metrics March 2, 2011Michele Levy Sam FrankBrand Strategy Consultant Synthesis Partnershipwww.brand-strat.com www.synthesispartnership.com use Twitter hashtag #npweb Special Thanks To Our Sponsors

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Today’s Speakers Michele Levy Sam Frank Brand Strategy Consultant Synthesis Partnership Assisting with questions: April Hunt, Nonprofit Webinars

Taking the Mystery Out of Metrics Michele Levy Sam Frank Brand Strategy Consultant Synthesis PartnershipTaking the Mystery Out of Metrics © Copyright 2010 Synthesis Partnership & Michele Levy SYNTHESISWednesday Webinar: March 2, 2011 All rights reserved. PA R T N E R S H I P© 2011 Synthesis Partnership & Michele Levy. All rights reservedCopies permitted only with full attribution

Take-aways Why metrics matter. What you should measure. How to use the information you gather. How to create a more metrics-driven organization.Taking the Mystery Out of Metrics SYNTHESISWednesday Webinar: March 2, 2011 © 2011 Synthesis Partnership & Michele Levy. All rights reserved PA R T N E R S H I P

Context Qualitative Quantitative Intangible Tangible Vision Mission a world in which every to inspire Market share child attains the right to breakthroughs in the survival, protection, way the world treats People served development and children, and to achieve Admissions participation immediate and lasting change in their lives Website visits One day all artisans in Ten Thousand Villages Donations developing countries provides vital, fair Press mentions will earn a fair wage, be income to Third World treated with dignity and artisans. Financial KPIs respect and be able to (key performance indicators) live a life of quality. Demolitions stoppedTaking the Mystery Out of Metrics SYNTHESISWednesday Webinar: March 2, 2011 © 2011 Synthesis Partnership & Michele Levy. All rights reserved PA R T N E R S H I P

Why Focus We manage what we measure. Sustainability “Nonprofit” is a tax status, not a business model. Effectiveness Where’s the beef? Communication What they don’t know can hurt you.Taking the Mystery Out of Metrics SYNTHESISWednesday Webinar: March 2, 2011 © 2011 Synthesis Partnership & Michele Levy. All rights reserved PA R T N E R S H I P

What CHANGING NEEDS Environment (trends)EXTERNAL COST FACTORS REVENUE FACTORS Norms (benchmarks) PERSPECTIVE COMPETITION ORGANIZATION PerformanceINTERNAL PROGRAMS/SERVICES/DEPARTMENTS INDIVIDUALS Outcomes PROGRESS TOWARD MISSION/VISION Taking the Mystery Out of Metrics SYNTHESIS Wednesday Webinar: March 2, 2011 © 2011 Synthesis Partnership & Michele Levy. All rights reserved PA R T N E R S H I P

How Great…you’re collecting information. Now what? Inform Educate Analyze PlanTaking the Mystery Out of Metrics SYNTHESISWednesday Webinar: March 2, 2011 © 2011 Synthesis Partnership & Michele Levy. All rights reserved PA R T N E R S H I P

How Trends Tuition Trend Household Median Income Equivalent Dollar Comparison 11.8 $24,000 $44,000 % $22,000 $42,000 12% $20,000 $40,000 10% $18,000 $38,000 8% $16,000 $36,000 6% $14,000 $12,000 $34,000 4% $10,000 $32,000 2% 0.3% 96- 97- 98- 99- 00- 01- 02- 03- 04- 05- 06- $30,000 0% 97 98 99 00 01 02 03 04 05 06 07 1989 1999 Median Tuition Income Actual Recast Actual RecastTaking the Mystery Out of Metrics SYNTHESISWednesday Webinar: March 2, 2011 © 2011 Synthesis Partnership & Michele Levy. All rights reserved PA R T N E R S H I P

How Trends Attendance Trends 6% 4% 2% 0% A -2% E -4% F -6% H -8% -10% -12% 00-01 01-02 02-03 03-04 04-05 05-06 Taking the Mystery Out of Metrics SYNTHESISWednesday Webinar: March 2, 2011 © 2011 Synthesis Partnership & Michele Levy. All rights reserved PA R T N E R S H I P

How Benchmarks Total Bldg Area per Student Values per Square Foot Deferred Maintenance as % of 350 Replacement Value 322 $57.80 50% 43% 325 $60 $50 40% 300 School $40 30% 275 260 Comp $30 20% 250 $20 $6.30 $6.60 $7.20 225 $10 10% 5% $0 200 0% School Comp Deferred Maintenance Operating Cost School CompTaking the Mystery Out of Metrics SYNTHESISWednesday Webinar: March 2, 2011 © 2011 Synthesis Partnership & Michele Levy. All rights reserved PA R T N E R S H I P

How Benchmarks Years of Experience (% of faculty) 40% 30% 20% Local 10% 0% <5 6-10 11-15 16-20 21 +Taking the Mystery Out of Metrics SYNTHESISWednesday Webinar: March 2, 2011 © 2011 Synthesis Partnership & Michele Levy. All rights reserved PA R T N E R S H I P

How Performance & Outcomes: Strategic Plan Mission OUTCOMES > Mission-Based Goals< PERFORMANCE Supporting Objectives Measurable Actions •  Clear, specific action •  Measurable result •  Timeline (start and completion dates) •  Resources required •  Responsibility Taking the Mystery Out of Metrics SYNTHESIS Wednesday Webinar: March 2, 2011 © 2011 Synthesis Partnership & Michele Levy. All rights reserved PA R T N E R S H I P

How Performance & Outcomes: Programs Mission: End isolation and improve quality of life for young adults affected by cancer Mission-Based Goal: Offer access to resources for young adults with cancer, their families, and their care givers Supporting Objective 1 Upgrade the website to state of the art Supporting Objective 2 Develop a robust presence in cancer treatment centersTaking the Mystery Out of Metrics SYNTHESISWednesday Webinar: March 2, 2011 © 2011 Synthesis Partnership & Michele Levy. All rights reserved PA R T N E R S H I P

How Performance & Outcomes: Support Functions Mission-Based Goal: Membership Strengthen ties & the sense of community among all members. Supporting Objective 1: Develop programs that appeal to every segment of the CBE community. Supporting Objective 4: Reach out to members only partially engaged in the CBE community. Supporting Objective 8: Cultivate all younger members as potential leaders. Mission-Based Goal: Finance CBE will operate in a fiscally responsible manner. Supporting Objective 1: Communicate the financial facts more clearly to the membership. Supporting Objective 3: Make prudent choices about programs that can be supported. Supporting Objective 4: Build understanding about the need to enhance the endowment.Taking the Mystery Out of Metrics SYNTHESISWednesday Webinar: March 2, 2011 © 2011 Synthesis Partnership & Michele Levy. All rights reserved PA R T N E R S H I P

How Performance: Strategic Plan Measurable Actions Taking the Mystery Out of Metrics SYNTHESISWednesday Webinar: March 2, 2011 © 2011 Synthesis Partnership & Michele Levy. All rights reserved PA R T N E R S H I P

How Performance & Outcomes What do you report to your board at each meeting?From the marketing director…Press clippingsConstant contact stats (open rate, clicks, etc)Size of the email databaseMarketing campaign results (direct mail, advertising)Event attendance/ticket salesTaking the Mystery Out of Metrics SYNTHESISWednesday Webinar: March 2, 2011 © 2011 Synthesis Partnership & Michele Levy. All rights reserved PA R T N E R S H I P

How Performance & Outcomes: Strategic Plan Tracking & Monitoring Taking the Mystery Out of Metrics SYNTHESISWednesday Webinar: March 2, 2011 © 2011 Synthesis Partnership & Michele Levy. All rights reserved PA R T N E R S H I P

How Performance & Outcomes Sample board report formatGoals (consistent across each board report) Build awareness and familiarity across key audiences, especially locally Effectively manage the brand across an increasingly complex set of marketing channels Build a more effective system of internal communications (communications calendar) Integrate and streamline for more efﬁciency, greater impact and cost-effectiveness Develop and manage a set of metrics for marketing communications and internal clientsProgress against goals (since last report) Progress against Goal #1 (brief summary) Progress against Goal #2 (brief summary) Etc.List of media mentions (links if possible, include all since last report)Topics to be discussed at board meeting (list) Taking the Mystery Out of Metrics SYNTHESISWednesday Webinar: March 2, 2011 © 2011 Synthesis Partnership & Michele Levy. All rights reserved PA R T N E R S H I P

How Performance: Sample email campaign management report Taking the Mystery Out of Metrics SYNTHESISWednesday Webinar: March 2, 2011 © 2011 Synthesis Partnership & Michele Levy. All rights reserved PA R T N E R S H I P

How Performance & Outcomes: Dashboards from Blue Avocado (http://www.blueavocado.org) from Indianapolis Museum of Art fromAccounting Management Solutions, Inc. Taking the Mystery Out of Metrics SYNTHESIS Wednesday Webinar: March 2, 2011 © 2011 Synthesis Partnership & Michele Levy. All rights reserved PA R T N E R S H I P

Creating a culture of metrics Start by identifying what matters most to your organization. Find meaningful measures to get at these issues. Share your reporting broadly. Mandate staff to set and manage metrics Be clear that you are making decisions based on metrics (“the data shows that this isn’t working, so here’s what we’re going to change”) Taking the Mystery Out of Metrics SYNTHESISWednesday Webinar: March 2, 2011 © 2011 Synthesis Partnership & Michele Levy. All rights reserved PA R T N E R S H I P

Questions? Michele Levy Brand Strategy SYNTHESIS Communications Planning P A R T N E R S H I P 617-645-6672 Advising nonprofits in mlevy@brand-strat.com strategy, planning, www.brand-strat.com and organizational development Twitter: @michelelevy Sam Frank 617 969 1881 info@synthesispartnership.com www.synthesispartnership.com synthesispartnership@blogspot.com Taking the Mystery Out of Metrics SYNTHESISWednesday Webinar: March 2, 2011 © 2011 Synthesis Partnership & Michele Levy. All rights reserved PA R T N E R S H I P

ResourcesCritical Issues # 8: The Measure of Success http://bit.ly/SyPci08 # 7: On a Mission http://bit.ly/SyPci07 # 6: Financial Modeling http://bit.ly/SyPci06 # 2: The Secret Life of Surveys http://bit.ly/SyPci02 Blog (entries on metrics) http://bit.ly/SyPblog Contact us Sam Frank sbf@synthesispartnership.com Michele Levy mlevy@brand-strat.com

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Taking The Mystery Out Of Metrics

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