Metrics measure our progress, validate our programs and streamline our operations. Metrics help us to justify the money we are spending and the money we are seeking. Without them, we are blind.
Despite best intentions, number blindness to varying degrees is becoming increasingly common. We all do the best we can as our programs constantly grow, change and become more complex with the introduction of alternative media. Suddenly measurement is at the least painful and confusing and at the worst just plain impossible.
Are you measuring all of the various ways you are interacting with beneficiaries and delivering services over these multiple formats (face-to-face, voice, SMS, email, web visits, downloads, social networking)? Do you feel comfortable implementing Search Engine Optimization (SEO)? Are you finding trends quickly so that you can maximize your results? Both strategy and measurement becomes increasingly difficult in this rapid-growth space.
Keeping your organization on top of the game is a full-time job in itself, and every hour your staff spends thinking this through is an hour spent away from your mission. This means that many organizations make the difficult decision to continue rely on the already established, traditional program metrics.
It is a worthy effort though, because the right strategy based on your data and mission will allow you to leverage all that the technology has to offer (both Internet and Mobile) toward maximizing resources within your broader ecosystem of funders, staff, volunteers, supply chain and beneficiaries. In fact, harnessing the technology, collecting the metrics, and interpreting the data can help you streamline your operations and maximize your impact. Building in the collection of the right metrics can help you demonstrate program effectiveness, monitor and improve your operations, identify opportunities for growth and attract more money.
If you are forming a new Mobile and Internet strategy, now’s the time to establish a solid foundation. If you have had an existing strategy for years, it is wise to evaluate your programs regularly in light of new developments and fortify your strategy, by continually enhancing the data you collect. You are doing great work and should be reaping all of its many rewards. You can have the crystal clear vision you and your beneficiaries deserve.
What has been your experience in collecting and sharing metrics?
