As data, measurement, and analytics become part of our daily lives, senior communications leads must also measure campaign performance, helping their teams showcase a strong ROI in social impact programming. As one executive put it recently, “What cannot be measured is hard to manage.”
But how exactly do you measure social impact? We have the scoop.
At our recent DC Communicators event, Proof Strategies U.S. General Manager Mimi Carter sat down with Mary O’Connor, Women for Women International, and Nicole Weissman, Halycon, to discuss what they focus on when measuring social impact.
What is social impact and what do you need to communicate it?
Social impact can be defined as the net effect of an activity on a community and the well-being of individuals and families. During the program, panelists shared more about how their organizations drive social impact with their unique missions.
Women for Women International is a global NGO whose programming equips women with the tools to rebuild their lives after the war. Halcyon, alternatively, runs a one-of-a-kind business incubator that supports early-stage social enterprises in various industries such as healthcare, technology, and the arts, among others.
No matter the industry or mission, a strategy, engagement plan, and pre-determined measurements of success are all needed to execute a social impact campaign and motivate behavior.
Through real examples and case studies, Nicole and Mary explored some of the best ways marketers can track and build messaging around how their organization’s programs are catalyzing positive change.
Some key takeaways on this included:
- You don’t have to do everything at once. Implementing your campaign in phases can allow you to execute in an economical way that ensures you are capturing your audience.
- Not every metric is for every audience. Some audiences want data packaged in a refined, accessible manner, while others prefer comprehensive packaging.
- Data is a gift best used in combination with storytelling. Data and methodology that is available to the public can allow your brand to remain transparent and trustworthy to your target audiences.
At the conclusion of the program, attendees left equipped with actionable ways to develop an effective strategy, connect with target audiences, and create compelling campaigns that tell their organization’s story.
For more detailed information on Measuring the Magic, view the event gallery below and download the complete presentation here.
On June 11, we will be be hosting our next DC Communications event, I Fought the Law and The Law Won?: How to Use Social Media in a Time of Crisis and Make it Work for You, Not Against You. Sign up below for updates.