Taking the Mystery out of Metrics

Taking the Mystery out of Metrics
Michele Levy & Sam Frank
February 29, 2012

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Advising nonproﬁts in:

www.synthesispartnership.com

•  Strategy

•  Planning

(617) 969-1881

•  Organizational Development

info@synthesispartnership.com

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Today’s Speakers & Host

Sam Frank -
Michele Levy - Presenter
Brand Strategy Consultant
Presenter & Host
Assisting with chat questions: Brand Strategy Consulting Principal
April Hunt, Nonprofit Webinars Synthesis Partnership

A Service

Of:

Sponsored by:

Taking the Mystery Out of Metrics

Michele Levy Sam Frank
Brand Strategy Consultant Synthesis Partnership


© Copyright 2010 Synthesis Partnership & Michele Levy

SYNTHESIS
Wednesday Webinar: February 29, 2012

All rights reserved.

PA R T N E R S H I P
© 2012 Synthesis Partnership & Michele Levy. All rights reserved
Copies permitted only with full attribution

Take-aways

Why metrics matter.
What you should measure.
How to use the information you gather.
How to create a more metrics-driven organization.


SYNTHESIS

© 2012 Synthesis Partnership Michele Levy. All rights reserved PA R T N E R S H I P

Question

What do you think you should be measuring?


SYNTHESIS


Context

Qualitative Quantitative
Intangible Tangible
Vision Mission
a world in which every to inspire Market share
child attains the right to breakthroughs in the
survival, protection, way the world treats People served
development and children, and to achieve Admissions
participation

immediate and lasting
change in their lives

Website visits
One day all artisans in Ten Thousand Villages Donations
developing countries provides vital, fair Press mentions
will earn a fair wage, be income to Third World
treated with dignity and artisans.

Financial KPIs
respect and be able to (key performance indicators)
live a life of quality.

Demolitions stopped


SYNTHESIS


Why

Focus
We manage what we measure.
Sustainability
“Nonprofit” is a tax status, not a business model.
Effectiveness
Where’s the beef?
Communication
What they don’t know can hurt you.


SYNTHESIS


What

CHANGING NEEDS

Environment (trends)
EXTERNAL

COST FACTORS

REVENUE FACTORS

Norms (benchmarks) PERSPECTIVE

COMPETITION

ORGANIZATION

Performance
INTERNAL

PROGRAMS/SERVICES/DEPARTMENTS

INDIVIDUALS

Outcomes PROGRESS TOWARD MISSION/VISION


SYNTHESIS


How

Great…you’re collecting information.
Now what?

Inform
Educate
Analyze
Plan


SYNTHESIS


How

Trends

Tuition Trend Household Median Income Equivalent Dollar
Comparison
11.8
$24,000 $44,000 %
$22,000 $42,000 12%
$20,000 $40,000 10%
$18,000 $38,000 8%
$16,000
$36,000 6%
$14,000
$12,000 $34,000 4%
$10,000 $32,000 2%
0.3%
96- 97- 98- 99- 00- 01- 02- 03- 04- 05- 06- $30,000
0%
97 98 99 00 01 02 03 04 05 06 07 1989 1999 Median Tuition
Income
Actual Recast Actual Recast


SYNTHESIS


How

Trends

Attendance Trends

6%

4%

2%

0%

A

-2%

E

-4%

F

-6%

H

-8%

-10%

-12%

00-01

01-02

02-03

03-04

04-05

05-06


SYNTHESIS


How

Trends


SYNTHESIS


How

Benchmarks

Total Bldg Area per Student Values per Square Foot Deferred Maintenance as % of
350 Replacement Value
322 $57.80 50%
43%
325 $60
$50 40%
300 School
$40 30%
275 260 Comp
$30
20%
250 $20
$6.30 $6.60 $7.20
225 $10 10% 5%
$0
200 0%
School Comp Deferred Maintenance Operating Cost School Comp


SYNTHESIS


How

Benchmarks

Years of Experience (% of faculty)

40%

30%

20%

Local

10%

0%

5

6-10

11-15

16-20

21 +


SYNTHESIS


How

Performance Outcomes: Strategic Plan

Mission
OUTCOMES

Mission-Based Goals
PERFORMANCE

Supporting Objectives
Measurable Actions
•  Clear, specific action
•  Measurable result
•  Timeline (start and completion dates)
•  Resources required
•  Responsibility


SYNTHESIS


How

Performance Outcomes: Programs

Mission:

End isolation and improve quality of life for
young adults affected by cancer

Mission-Based Goal:

Offer access to resources for young adults with
cancer, their families, and their care givers

Supporting Objective 1
Upgrade the website to state of the art

Supporting Objective 2
Develop a robust presence in cancer treatment centers


SYNTHESIS


How

Performance Outcomes: Support Functions

Mission-Based Goal: Membership
Strengthen ties the sense of community
among all members.

Supporting Objective 1:
Develop programs that appeal to every segment of the CBE community.
Reach out to members only partially engaged in the CBE community.
Cultivate all younger members as potential leaders.

Mission-Based Goal: Finance
CBE will operate in a fiscally responsible
manner.

Communicate the financial facts more clearly to the membership.
Make prudent choices about programs that can be supported.
Build understanding about the need to enhance the endowment.


SYNTHESIS


How

Performance: Strategic Plan Measurable Actions


SYNTHESIS


How

Performance Outcomes: Strategic Plan Tracking Monitoring


SYNTHESIS


How

Performance Outcomes

What do you report to your board at each meeting?
From the marketing director…
Press clippings
Constant contact stats (open rate, clicks, etc)
Size of the email database
Marketing campaign results (direct mail, advertising)
Event attendance/ticket sales


SYNTHESIS


How

Performance Outcomes

Sample board report format
Goals (consistent across each board report)

Build awareness and familiarity across key audiences, especially locally

Effectively manage the brand across an increasingly complex set of marketing channels

Build a more effective system of internal communications (communications calendar)

Integrate and streamline for more efﬁciency, greater impact and cost-effectiveness

Develop and manage a set of metrics for marketing communications and internal clients

Progress against goals (since last report)

Progress against Goal #1 (brief summary)

Progress against Goal #2 (brief summary)

Etc.

List of media mentions (links if possible, include all since last report)

Topics to be discussed at board meeting (list)


SYNTHESIS


How

Performance: Sample email campaign management report


SYNTHESIS


How

Performance Outcomes: Dashboards

from Blue Avocado

(http://www.blueavocado.org)

from Indianapolis Museum of Art

from
Accounting Management Solutions, Inc.


SYNTHESIS


Creating a culture of metrics

Start by identifying what matters most to your organization.

Find meaningful measures to get at these issues.

Share your reporting broadly.

Mandate staff to set and manage metrics

Be clear that you are making decisions based on metrics
(“the data shows that this isn’t working,
so here’s what we’re going to change”)


SYNTHESIS


Resources

Michele Levy SYNTHESIS
Brand Strategy

Communications Planning

P A R T N E R S H I P

Advising nonprofits in
617 645 6672 strategy, planning,
mlevy@brand-strat.com and organizational development
www.brand-strat.com

Sam Frank

Twitter: @michelelevy
617 969 1881

info@synthesispartnership.com

www.synthesispartnership.com

Critical Issues

# 8: The Measure of Success

http://bit.ly/SyPci08

# 7: On a Mission


# 6: Financial Modeling



# 2: The Secret Life of Surveys


SYNTHESIS

Blog (entries on metrics)

http://bit.ly/blogSyP


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Taking the Mystery out of Metrics

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