Study: For nonprofits, a silver lining regarding PR metrics
Despite familiar challenges, a compilation of results from five surveys reveals that support from top leaders and an array of new tools can clear away the clouds hanging over measurement.
Despite many obstacles, nonprofits can improve their measurement and evaluation processes.
Although most nonprofit PR departments lack the resources of for-profit businesses, most enjoy support from their organizations’ leaders, says a new study from the Institute for Public Relations. They also have sophisticated PR measurement methods and tools at their disposal.
The IPR research synthesized existing findings from five recent surveys and analyzed content of 15 years of nonprofits’ reports. Here are three key findings:
1. A disparity exists in nonprofits’ PR measurement practices.
Although 92% of nonprofit organizations measure their work, fewer (71%) measure their communications.
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