1. You CAN become
Metric Mavens
Ashley Boyd
Campaign Director, MomsRising
MomsRising.org Mamás Superándose
2. Metrics don’t fall from the sky
Organizational Mission
Top Line Goals
Key Results Areas
Associated Metrics
3. Mission & Top Line Goals
• MomsRising Mission: To build a more truly family-friendly
nation, as well as to work toward the economic equality of
women and mothers.
• MomsRising Top Line Goals: Grow the movement, garner media
coverage to change the culture, win legislative policy changes,
engage with traditionally underrepresented communities,
experiment and learn new online and on-the-ground tactics, and
listen to and serve our members/our constituency.
4. Focus on Key Results Area #1
Goal: Grow the Movement
Matching Key Result Area (#1): MomsRising is building a strong
multicultural movement of people who care about family
economic security and well-being.
Associated Metrics:
We Wanted to Learn So We Measured
How fast are we adding members? New members per unit of time
Are we losing members? Unsubscribes per unit of time
Are we diversifying membership? Collaborations with multicultural orgs
6. Metrics Review Process
• Metrics Monday Review of spreadsheet (we’ll take a
peak at this shortly!) – full staff
• Qualitative feedback (email, Facebook comments,
blog comments, etc.)– full staff
• Deeper analysis – issue teams
8. What’s going on?
Hypothesis (Based on Historical Data)
• Call to action didn’t focus on urgency of the issue
and our opponents
• Additionally, we’re facing a unique media & political
context creating a drumbeat about threats to the
country as a result of the growing federal debt
17. Final Thoughts
• Measuring is important but what you
measure is really important.
• No “one-size-fits-all” metrics for all
situations or organizations.
• Choose metrics that will give you the
information you need to meet your
specific organizational goals/mission.
