CoverageBook:How charity PR teams can use metrics beyond PR.pdf

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How to prove charity & social impact
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#socialimpactreporting

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CoverageBook.com/charity

How charity PR teams
can use metrics beyond
PR to attract more
funding, donations,
volunteers and partners

#PRmetrics
@kristian_foged
@simplythought_
simplythought.co
@stellabayles
@coveragebook
CoverageBook.com

House rules!
Ask questions
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1. What are common charity
goals and objectives?

Public interest
Community Interest
Company
Charity
NGO
Not for proﬁt
Social enterprise

Charity PR /
Marketing
Partners Funders
Fundraisers
Not for proﬁt
Social enterprise
Local authority

4 key goals
● Increased Donations
● New Funding
● New Volunteer sign ups
● New Partners & Fundraising connections.

“Impact reporting completes the cycle of ﬁnancial
sustainability: obtain the resources to achieve an impact;
communicate the impact to negotiate further resources.
Too many organisations skimp on the latter part of the
cycle.
“If you do not communicate your impact well, everyone –
including you – will remain at a loss as to whether what
you do actually works and therefore whether it is really
worth investing in.”
Rob Alcroft, Founder @ Wayforward

2. The role of PR in social
impact

“My third sector clients in particular - charities and social
enterprises - rely on funding from trusts, foundations and
individuals to continue and accelerate their eﬀorts.
They often use PR reports to highlight the value and interest in
their projects. Showing their funders they’re in the local or
national press, or on TV and radio adds real credibility to their
work and plays a part in the ongoing funding of their project.
Claire Granger, owner of Granger PR

“As a small volunteer-led organisation, we need to punch
well above our weight, to get the attention of funders.
CoverageBook reports allows us to do this by showing the
impact we are making at Dad La Soul. The reports have
the WOW factor. I genuinely believe that with
CoverageBook we’ll be able to engage future funders
more eﬃciently”
Dan Flanagan, founder of Dad La Soul.

A Social Impact Report…

Breadth of work through custom sections and
content uploads…

Direct report readers to the most relevant sections….
Dan Flanagan, founder of Dad La Soul.
“I genuinely believe that with CoverageBook
we’ll be able to engage future funders more
eﬃciently”

4. How can we prove the role
PR in charity / social impact
results?

Common charity objectives: How do we
get there?
● Donations / Funding
● Volunteers
● Partners & Fundraising
connections
● Skilled staff in relevant areas
Charity goal: What are we trying to do or
achieve?
● Positive Impact for
Beneﬁciary(ies)

Mapping the
journey to
objectives

Dream

Vs. Reality

What happens in-between

The Role of PR?

Owned & Earned touchpoints

Common PR Objectives: Where can PR
support our objectives?
● Drive awareness
● Increase audience engagement
● Build credibility
● Grow community
● Increase event attendance
● Engagement at events
Common charity objectives: How do we
get there?
● Donations / Funding
● Volunteers
● Partners & Fundraising
connections
● Skilled staff in relevant areas
Charity goal: What are we trying to do or
achieve?
● Positive Impact

Mapping touchpoints to metrics
Role of PR Metric
Drive awareness # of articles
Actual article reach
Social ampliﬁcation
Increase audience engagement # of Backlinks
Increased brand searches
SEO ranking
Website traffic (by source)
Build credibility Top-tier media hits
Sentiment
Key messages
Grow community Social following
Mail/newsletter subscriber
Increase event attendance Event sign-ups (by source)
Engagement at events Donations

What it looks
like in practice

The role of PR:
● Build awareness
● Increase audience engagement
● Increase event attendance
● Engagement & wellbeing at
events
● Grow volunteer network
● Partner connections
● Community growth
How it does it:
● Build communities
● Partner with social housing
providers, social prescription
networks, local authorities, and
brands
● “Produce kick-ass dad-friendly
playdates, content and training
workshops”
● “Start conversations that really
matter”
Its goal:
“We Battle The Social Isolation &
Loneliness Felt By Millions Of
Dads Across The UK, Every Day”

Example journey

PR Metrics for DadLaSoul
Role of PR Metric
Drive awareness # of articles
Actual article reach
Social ampliﬁcation
Increase audience engagement # of Backlinks
Increased brand searches
SEO ranking
Website traffic
Build credibility Top-tier media hits
Grow community Social following
Increase event attendance Event sign-ups

Tools used:
PR impact on traffic
Traffic spikes on
coverage increase
Traffic stagnating in
period without
coverage
Effect of regular coverage and reach sustains traffic at
higher levels than in quiet period
Also consider:
= Website visitors
= # of articles
= Estimated Reach
1.9x
More traffic on
average if there’s
been coverage the
same or previous
month

Tools used:
PR impact on event attendance
Largest spike in coverage’s actual
reach corresponds with largest
event sign-ups month after
Successful event
receives coverage
= Estimated Reach
= Tickets for events
863
Tickets for
December events

Event feedback
“After you’ve
attended a Dad La
Soul session - how
do you feel?”
Tools used: Also consider:

The Role of PR:
PR doesn’t save
the world, it
helps you do it.

Learnings
● Understand the touchpoints on the journey to your objectives
● Start collecting data now!
● Be aware of new tools but beware of data switching
● Be consistent in data collection & points - but combine and layer for insights
● Get reporting buy-in with partners at beginning of relationship

Questions

FREE TRIAL: CoverageBook.com/charity

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Tools used:
PR impact on traffic
Traffic spikes on
coverage increase
Traffic stagnating
in period without
coverage
Effect of regular coverage and reach sustains traffic at
higher levels than in quiet period
Also consider:
= Website visitors
= # of articles
= Estimated Reach

CoverageBook:How charity PR teams can use metrics beyond PR.pdf

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CoverageBook:How charity PR teams can use metrics beyond PR.pdf