![]() Mentions over time: Number of people directly referring to your organization over a time frame.Reach: Raw total impression number depending on the medium.IE – People mentioning JetBlue in all “flight” conversations. Share of voice: Percent of people talking about a topic that are also talking about your brand.Note that this is meant to be an overview of metrics, not a suggestion that each of these need to be measured for every campaign. Awareness Campaign Metrics Glossaryīelow are some terms to review before you start measuring. It is not necessary, nor recommended to try to do all of them, rather choose what works from the buffet and don’t let your eyes grow bigger than your stomach. The following areas are measurement buckets, a sampler of different approaches that may be taken depending on the outcomes you are trying to achieve. The funnel below may be used as a tool to define how this trickle down from aware to care is related and measured. The secondary impact of the campaign may also be to drive people to the website so they continue to support the work of. The reason why this matters is that it will make the lives of people with the condition easier if others understand the fundamentals. This might be narrowed by trying to measure the # of people that learn the fact that it is a speech disorder that doesn’t impair cognitive function. For example, if you’re the National Aphasia Association, your campaign may be focused on increasing the number of people aware of the condition. Before you Measure Awareness Campaigns: Define a Goal and TargetĪ properly created awareness campaign will have a goal and a target audience (steps to setting up an awareness campaign). These should be measurable goals that potentially roll-up into the larger outcomes of the organization. Or in non-data-impact-geek parlance, how do we measure not aware/no care to aware/care shifts in humans and does it stick? Defining this is what we call crossing the ‘ Digital Impact Chasm’ and is a must read to extract the most out of this post. The complicated part comes when we begin to define 0 and 1, then try to calculate whether that 0 remains a 1. The main question we look to answer after a campaign has run boils down to: how many humans did we bring from 0 to 1 on this issue? If a nonprofit’s mission depends on changing hearts and minds, then there is no more important effort than measuring and quantifying awareness. Awareness campaigns are a veritable hallmark of the social impact nonprofit sector and the way it seeks to influence good in the world. Warning, this a VERY important topic to us and we are VERY geeky about it, so… You’ve officially been warned that this article is incredibly long, but worthwhile.
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