The organization focuses on transforming leadership development work within the nonprofit sector to create a more just society. The action learning project will focus on promoting their upcoming national meeting, "Creating Space", with goals of registering 80 people, growing their email list to 4,000, driving 20 registrations through influencers, and having 50% of registered attendees engage on social media around the event. Key performance indicators and measurement methodologies are outlined for each goal.

1. Action Learning Project: Leadership Learning Community
We are a national nonprofit
organization transforming the way
leadership development work is
conceived, conducted and evaluated,
primarily within the nonprofit sector.
We focus on leveraging leadership as a
means to create a more just
and equitable society.
We are going to focus our project on
our upcoming national meeting,
Creating Space.

2. Description KPI
Primary channel is
email. Testing calls to
Goal 1: Registration action from emails - Register 80 People
what works best to
convert to subscription
Promote subscription
Grow List to 4,000
Goal 2: Build Email List through social media,
(currently at 3,500)
blog, webinars
Give registration codes
to design group and
encourage them to
Goal 3: Influencer promote to their
Drive 20 Registrations
channels, track
conversions
Twitter chat before the 50% of registered
event, promote the attendees engage
Goal 4: Engagement hashtag during and before, during, and
after the event after

3. Action Learning Project: Leadership Learning Community
• Audience: Leadership development programs,
funders, evaluators, researchers and consultants
• Benchmarking: Registration target based on
previous conference. The other targets are
estimates based on similar promotional
campaigns (i.e. publication launch)
• Measurement methodology:
– Registrations: Brown Paper Tickets
– List Building: Constant Contact
– Influencer: Brown Paper Tickets, bit.ly, Rowfeeder
– Engagment: HootSuite, Rowfeeder