In the popular musical Rent, the characters pose the question, how do you measure the 525,600 minutes that make up a year of our lives? After pondering “in daylights, in sunsets, in midnights, in cups of coffee, in inches, in miles, in laughter, in strife” the characters finally wonder, “how about love?” Love, they decide, is a good measure for a year of our lives.
But how about mobile? How do you measure the impact of your text message communication with donors?
Love is also a good yardstick for measuring your mobile program.
Of course, by “love” we don’t mean the dozen-red roses, looking deep in your eyes “you-had-me-at-hello” variety (not that there’s anything wrong with that), but the type of love that donors show the nonprofit organizations they support through loyalty, responsiveness and deeper involvement. That’s a type of donor love we can define and measure.
When it comes to mobile, the first metric everyone thinks to measure is the amount of text donations raised. While that can be ONE measure, focusing just on the financial return is a bit like evaluating a relationship on how much your lover spent on the jewels, Rolex watch or fancy dinner (and again, not that there’s anything wrong with those things!).
But as with romantic relationships, there are deeper metrics of love or affinity.