Measurement Plan for Nonprofits

For this blog, I will select a nonprofit organization and setup a measurement plan. In keeping with the topic of a previous post, the organization I will use for this exercise is The Muscular Dystrophy Association. (MDA). I will follow the 7 steps as suggested by author Katie Delahaye Paine (KDP).

Step 1: Objectives

The MDA could choose a couple of different objectives, including the amount of money raised, number of volunteers, and the progress of funded research. With each objective, the MDA would have to establish a benchmark to measure against. If the amount of money raised is used, the target data could be the amount raised by the end of the year. Additionally, results could be compared to the figures from the previous year or to those of a similar nonprofit organization.

Step 2: Identify and Prioritize

After a list of objectives is established, the MDA would need to identify how each objective affects the organization, patients, doctors, and volunteers. The next step would be prioritizing the list in order of “most important” to “least important.”

Step 3: Benchmark

Establishing a benchmark would be the next step. The MDA may decide that a comparison with the figures from nonprofits with similar goals (i.e., St. Jude’s, AIDS Action, and the American Cancer Society).

Step 4: Pick Your Metrics

The MDA could use any of the following as their metrics to track:

1. An increase or decrease in the number of volunteer over the last year or six months. This data could also be compared to similar charities for a more in-depth analysis
2. The amount of donations brought in per month, taken in over the last year
3. An increase/decrease in the awareness and public image of the organization in the media.

Step 5: Pick Measurement Tools

The type of measurement tool the MDA chooses depends on the metric they are tracking. To measure the amount of donations, the MDA could utilize spreadsheets and accounting software to track financial data. In order to track overall public perception, the MDA may opt for a content analysis to gauge their public image. This would allow them to gauge how much exposure key messages are receiving.  The results could then be compared to the cost per message. This would provide insight as to whether or not the money is being spent wisely. Surveys conducted online, by phone, or at events could also provide insight about the overall public perception of the MDA.

Step 6: Analyze and Make Recommendations

Based the data they receive from their measurement program, the MDA would be able to make informed decisions moving forward. If their figures for donations were too low, the MDA would be able to evaluate which marketing promotions had the greatest influence and which ones were least effective.

Step 7: Make Changes and Measure Again

Once the MDA makes its adjustments in the areas that need improvement, it will be important for them to re-evaluate their metrics. The MDA should evaluate their objectives periodically to ensure they are lagging behind competitors or falling out of touch with the public.