The New Advocacy Playbook: Metrics to Live By

Traditional glamour metrics like impression count, click-through rate, and open rates are... kind of dead. They're a decent place to start, but they certainly don’t show us the full picture of an advocacy program’s efficacy.

For-profit businesses haven't relied on these high-level metrics for several years because there are more efficient ways to measure return on investment. While it's harder to measure success when revenue isn't the goal, I believe social impact organizations can run stronger campaigns by grounding their work in more specific, mission-aligned metrics.

So what does that look like in practice?

We compiled a list of over a dozen tactics that move supporters up the ladder of engagement, how to measure them, and most importantly, how to use them in your advocacy programs.

Here are a few to get you started! Read our guide on "Essential Data-Driven Strategies" for the full list, strategies behind applying these metrics and how to build a lasting, effective data framework.

Ready for additional metrics and a guide on how to apply them? Read “The Essential Guide to Data-Driven Advocacy”