Measuing ROI When Profit Is Not The Motive

Measuring Success When Proﬁts Are Not the Bottom Line Emira Mears | Partner Raised Eyebrow Web Studio, Inc. emira@raisedeyebrow.com Twitter: @emiramears Google Proﬁle: emiramears

What Do We Mean by ROI? • Created in 1920s to measure performance & profit margin in industry • Evaluation process looking and pre & post implementation metrics (very difficult to measure after if you don’t measure first) • Measuring Cost, Benefit & Value

Business Vs. Non Profits Traditional ROI Variables • Profit • Cost of Doing Business or Cost of Goods Non Profit ROI Variables • Operating Costs • Donations & Revenue • Engagement & Awareness

Business Vs. Non Proﬁts How are they similar? • Both share a need to measure success in reaching larger goals • In order to measure ROI you need to know your goals ahead of time

Value of ROI for Non Proﬁts • Getting organizational/leadership buy-in • Grants/Funding • Increase strategic use of resources • Process enables learning

Measuring ROI for Non Proﬁts Quantitative Donations • Volunteers • Page Views/Site visits • Take Action #s • Email Sign-ups • Twitter activity/hash tags • Facebook Activity •

Measuring ROI for Non Proﬁts Qualitative Awareness Raising • Numbers of Views vs. Level of Inﬂuence • Resources reallocated • Investigating not just changes in • understanding but changes in actions/ behaviors of your audience

Value of Internal Resources Can not be underestimated • Resources are often scare and should be • used stratetically Good ROI/Strong Analysis should enable: Streamline processes & ability to be more • strategic about outreach

Quantitative Measurement Tools Google Tools • Set up Goals as you might with E-commerce • Time spent on site • Trafﬁced pages • Benchmarks and trends (1 month, 3 months, 6 months, etc.) Donations • Online vs. Ofﬂine • E-Newsletter vs. Traditional Mail Out • Campaign Comparisons

Quantitative Measurements Tools Memberships • List growth • Member engagement/volunteering etc. • New vs. Longterm Email List/RSS Subscribers • List size & #s • Multi-variant testing for emails • Open rates and click throughs 10

Quantitative Measurements Social Media Metrics: – Twitter • Followers • Retweets • Hash Tag tracking – Facebook • Members/Fans • Wall Posts/Comments • Funds Raised – Other • MySpace, Second Life, etc.

Qualitative Measurements Listen to what people are saying not just how often/how much – Observe, record and analyze – Use monitoring tools to gather data • Custom RSS feeds • Hash tags • Delicious.com – Create a media citation style report – Don’t be afraid to go after the negative info – Share within the organization and elevate important info right to the key staff person

Metrics & Benchmarks Track before and after data • – What will success look like for your organization? – Set metrics that match your goals Look to see what others are doing that is similar • Industry benchmarks may apply • Be sure to save/document all the data you are • collecting to build your own benchmarks

What Next? Listen, Learn, Adapt Don’t be afraid to tweak/evolve over the • course of your measurements Incremental change can be less risky • Ask users for feedback and have the capacity • to evolve/change quickly 14

Case Studies

Measurement Tools Q: So what metrics should you use? A: Anything that helps you measure whether or not you’re reaching your goal. 20

Quantitative Tools • Google • RSS • Analytics/Goals • Feedburner • Blog Searches • Stats • Custom searches/ RSS Feeds • Facebook • Twitter • Page/Group Stats • Members/Fans • Hashtag.org • Bit.ly/ Hootsuite.com

Qualitative Tools • Surveys/Feedback • Scanning/reading comments • Google keyword searches • Listen & Learn

Compiling Data • Track progress & document learnings • Story telling: combine the hard data with the qualitative • Don’t get overwhelmed with data/collection

Resources & Links • NTEN Benchmarks: www.nten.org/research • Social Media Metrics: www.thesocialorganization.com/ social-media-metrics.html • Setting up Google Goals: www.google.com/support/googleanalytics/bin/ answer.py?hl=en&answer=55515 • 10 Must Track Google Analytics: www.webanalyticsworld.net/2009/03/10-must-track- google-analytics-goals.html • Twitter Search Operators: search.twitter.com/operators • Social Media & Non Proﬁts: www.bethkantor.org

Measuing ROI When Profit Is Not The Motive

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