How do you evaluate your nonprofit's communication?

1 Define your communication objectives

Before you can measure your communication, you need to define what you want to achieve with it. What are your communication goals and how do they relate to your organizational goals? Who are your target audiences and what are their needs and preferences? What are the key messages and calls to action you want to convey? How do you plan to deliver and distribute your communication? These are some of the questions you should answer to create clear and specific communication objectives that are SMART: Specific, Measurable, Achievable, Relevant, and Time-bound.

3 Collect and analyze your communication data

To measure your communication indicators, you need to collect and analyze data from various sources and methods. Depending on your indicators, you might use tools such as Google Analytics, social media analytics, email marketing software, CRM systems, or surveys to gather data on your communication outputs and outcomes. You should also use qualitative methods such as interviews, focus groups, testimonials, or case studies to capture the stories and experiences of your audiences and stakeholders. You should analyze your data regularly and systematically to identify patterns, trends, gaps, and opportunities for improvement.

4 Report and communicate your communication results

The final step in evaluating your communication is to report and communicate your results to your internal and external stakeholders. Reporting your results helps you demonstrate your impact, accountability, and transparency, as well as celebrate your successes and learn from your challenges. Communicating your results helps you engage your audiences, inspire them to take action, and build trust and loyalty. You should use different formats and channels to report and communicate your results, such as dashboards, infographics, newsletters, videos, or stories, and tailor them to the needs and interests of your stakeholders.

5 Review and refine your communication strategy

Evaluating your communication is not a one-time event, but a continuous process that informs and improves your communication strategy. You should review your communication objectives, indicators, data, and results regularly and critically, and compare them with your benchmarks and expectations. You should also solicit feedback and input from your audiences and stakeholders, and listen to their opinions and suggestions. Based on your evaluation findings and feedback, you should refine your communication strategy and make adjustments to your goals, messages, tactics, or budget as needed.

6 Learn and share your communication best practices

Evaluating your communication also helps you learn and share your best practices and lessons learned with your team, your peers, and your sector. You should document and disseminate your communication successes and challenges, and highlight the factors and strategies that contributed to them. You should also seek and participate in opportunities to exchange knowledge and insights with other nonprofit communicators, such as webinars, workshops, networks, or communities of practice. By learning and sharing your communication best practices, you can enhance your skills, increase your impact, and advance your mission.