THE IMPORTANCE OF MEASURING IMPACT. Most nonprofits are familiar with the idea of transparency and accountability — after all, registered 501(c)(3) nonprofits are required to share their financial status with the public. It’s only been in recent decades, however, that “impact” has become part of the equation. In short, “impact accountability” is the idea of sharing how your nonprofit is delivering its mission and making a difference.
Donors and other key stakeholders want to see that their contribution —financial, in-kind, or via volunteer time — has a positive, measurable impact.
For some nonprofits, measuring impact is easier said than done. Identifying a method for measuring impact accountability requires evaluation and re-evaluation and many times, investment. The most common outputs gathered are statistics and stories. Statistics appeal to reason by proving the difference your nonprofit is making through hard numbers. Leveraging emotional engagement by utilizing impactful stories from your nonprofit is the second output by which you can show accountability.
IMPACT ACCOUNTABILITY AND YOUR NONPROFIT MARKETING STRATEGY
Metrics and great stories won’t make a difference in donations or awareness unless they are shared! Knowing how to craft both statistics and storytelling into a compelling and visually appealing marketing piece is an art.
With tools to measure impact, you are armed with everything you need to create a powerful marketing strategy to reach current and potential donors — as well as community partners, volunteers, foundations, and even those you serve.
Below are just a few ideas of how your nonprofit can leverage impact reporting in its communications efforts.
- On your website.
Are you using your home page effectively to keep visitors there long enough to engage?
Try: Visually appealing statistics with short snippets. Inform visitors of campaigns or initiatives with a landing page. - In your newsletters.
Where better to tell a powerful story, right?
Try: Using great photography and a strong storyline to entice them to read your story. - On every social media outlet.
Use everything everywhere.
Try: Downloading our white paper, Repurpose Your Content for Social Media and Online Marketing to help you navigate using the same content on various channels.
Next Up: Now that you know how to better communicate impact accountability, we’ll show you how to measure how effective you are in your communication so that you’re sure your efforts are being received and how to report that information to your board and peers.
Using impact accountability as one tool in your communications channels a sense of validity and transparency while showing your audiences what they want to see: the positive change your nonprofit work is driving.
Do you need help gathering impact metrics, conducting audience research, or determining the appropriate channel strategy for your nonprofit? Contact us today to learn more about how we can use integrated communications to help your nonprofit achieve its goals.
