CNCS On-the-Go e-TA: February 2010
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Dear “Dynamic Impact”
Colleague,
The best way to build community trust and respect for your program is to demonstrate impact. In addition to the importance of measuring your program’s effectiveness, this month’s On-The-Go eTA highlights ways to creatively disseminate program impact information to the community. Click on the titles on the right to learn more about:
Measuring Impact – by Sandra Miller, VISTA Leader guest writer
Turning Annual Reports into Impact Reports
Demonstrating Imact at Your Annual Meetings
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Measuring Impact: by Sandra Miller, VISTA Leader guest writer
Sandra Miller is a VISTA Leader for the Volunteer Centers of Michigan (VCM.)
Evaluation has been a part of the VISTA training and also the work that she does with the VCM VISTAs, Volunteer Centers, and nonprofits in general across the state. In the article below Miller shares her thoughts about measuring program impact for her volunteer initiative:
VCM VISTAs are asked to work with partnering organizations to develop instruments that will collect both quantitative and qualitative data. In particular at VCM, data collection is done regarding volunteers. Quantitative data deals with numbers and units that can be measured. An example of quantitative data would be number of volunteer hours served. Quantitative date, however, does not by itself reveal actual community impact achieved by those volunteers.
Quantitative data, either online or in paper form, is frequently collected as a part of the volunteer registration process. Quantitative data also will be collected to measure the outcomes of a program or event. For example, information will be captured regarding the number of food baskets, hours of clean-up completed, tons of products recycled, number of students mentored, etc. The information can be reported as an aggregate, converted to a dollar value, or expressed as a full-time-staff-equivalent (FTE).
The second type of data—qualitative data—is used to measure the impact of a program in terms of satisfaction levels, improvement in lifestyle, increased community stability, etc. Surveys, questionnaires, interviews, stories of success from both the volunteer and client point of view are all important means of collecting qualitative data. Volunteer satisfaction surveys provide some qualitative data.
Although qualitative data requires more time and effort to collect, when paired with quantitative data, it can more accurately present the desired program impact. In addition, qualitative data tends to have a more emotional appeal when presented to potential donors and volunteers.
The time necessary to develop and implement a comprehensive program evaluation is often an obstacle for VISTAs and organizations. In order to ensure inclusion and consistency, evaluation methodology needs to be planned at the beginning of the program inception. Nonprofits that implement effective evaluation programs report that the time spent “up front” in the process eventually saves time in the end. More volunteers are recruited and retained, more funds are generated, and programming is more clearly communicated.
(To communicate with Sandra Miller directly, you can reach her at vcmvista@mivolunteers.org Sandra Miller also contributes to a blog for the Michigan Nonprofit Association. To learn more about other recommended practices go to the Michigan Nonprofit Association Website—www.MNAonline.org/effect.asp and access the “Principles & Practices Guide for Nonprofit Excellence in Michigan.”)
Turning Annual Reports into Impact Reports
Often organizations publish annual reports that show only a record of past years’ activities and financial statements. For more ROI when producing an annual report, turn your annual report into an impact report. An impact report details your accomplishments and the economic, environmental, social results and the payoff to society.
Here are some ideas to turn your annual report into an impact report:
Focus on progress being made to resolve root problems.
More than what you did, readers want to know why you did it. What were the results? Why did you spend your time and their money the way you did? What difference did it make? People are busy…don’t assume that readers will automatically understand how your activities help you achieve your mission. Connect the dots for them.
Include personal profiles.
Use personal stories of your clients and supporters to illustrate the positive impact being achieved. Explain what you have accomplished overall, then humanize your statistics with some personal profiles. Highlight how your work helped a specific individual. Share a volunteer’s story of how they made a positive difference.
Click here to get more ideas for how to turn an annual report into an impact report.
Demonstrating Impact at Your Annual Meetings
Your annual meeting can be turned into a marketing opportunity for showcasing the impact of your programs and services. Use the ideas below to make your annual meeting a special event that convinces guests about the impact on community and in turn, your program’s value.
- Determine what type of event will work best with your budget and goals. It may include a special exhibit, a respected guest speaker, awards, the presentation of plans for the future, a reception, etc.
- Set your annual meeting date, time, and place to attract the greatest number of stakeholders. Be certain to include invitations to media, funders, community leaders, and others whom you want to tell about your work.
- Pull together a team to help with planning, publicity, arrangements, etc. Give each team a written list of responsibilities and deadlines.
- Display posters or simple exhibits for each program, or show a few slides highlighting the year’s work with an accompanying taped narrative story. Have staff available to answer questions. Prepare packets with promotional and education materials.
Click here for further ideas on how to use your annual meeting to demonstrate impact.
POST A COMMENT: Share other creative ways that you’ve disseminated the data to demonstrate accountability and impact to your stakeholders. Click here to make a comment and read what others have to say.
Turning Annual Reports into Impact Report (cont)
Include photos.
A picture is worth a thousand words. Many of the people reading your annual report won’t actually read it, but they will be attracted to the pictures. Show them before and after photos and people in action.
Once you’ve got them looking at the photos, tell a story with your captions. Use captions to provide pertinent, valuable information. For example, write captions for photos of VIPs so readers do not miss the significance of their support. Connect the photo to an accomplishment. If people read nothing but the captions in your annual report, they should still get a sense for the good work you did last year.
Graphically illustrate your financials.
Financial statements and balance sheets should be included, but donors’ respect and trust will be more immediate if they can scan creative visuals beyond overused pie chats that show where the money comes from and where it goes.
Focus on visual depiction regarding your main fundraising strategies, the outcomes and their impact. Don’t forget to include coverage of any cost-savings measures you implimented this year.
Tell donors how they can help.
Once you’ve inspired readers with the good works in your annual report, close by telling them how they can help you do more. How can they support you with their money or time? Do you offer planned giving options, for example? Will you accept gifts of stock? Can they use a credit card? What will their gifts provide? Be clear about the best ways to help.
Distribute it widely.
Design your annual report for online use and put it up on your website. Include a sign-up section, and encourage readers to forward it to their friends.
Use it as a lead-in to your annual meeting and have a 10 minute discussion.
One way to think about the annual report is as a brochure disguised as an annual report: who should see this particular brochure, and what responses are you trying to evoke from them?
After the initial setup, the cost for increased printed quantities is minimal because you are paying only for the additional paper and press time. When you calculate the quantity to be printed, include copies for your dignitaries and benefactors with extras for potential investors, partners, donors and customers you may encounter during the upcoming year. Increase your quantity if you have planned a special event for the coming year.
When you need to make an impact at meetings to request funding or at visits with community officials, include a copy in the information package. Send it to potential donors and grant makers, as it summarizes your nonprofit’s experience and track record. For some key funders or stakeholders, it may be desirable to send the report with an accompanying letter highlighting their particular interests.
Click on the links below to take a look at recent annual reports from national service organizations.
Economic Development Corporation of Fresno County http://www.fresnoedc.com/about/publications/
Annual2009/flash.html#/1/
Nevada Outdoor School http://nevadaoutdoorschool.org/Administration/
AnnualReports/2009_Annual_Report_W.pdf
Oregon Child Development Coalition http://www.ocdc.net/Live/content/downloads/
annualrpt08.pdf
Demonstrating Impact at Your Annual Meetings (cont.)
- Schedule speakers, videos and other aids needed to produce an interesting, educational, and entertaining program.
- Arrange for volunteer or staff greeters to welcome members as they arrive, hand out annual reports, and direct visitors to displays.
- Introduce innovative ways to make presentations. Committee members might coordinate brief presentations – this lets several people take part in a leadership role.
- Provide a benefit. Present awards and provide recognition to charter members, board members, and employees. Recognize any new select employee or volunteer groups you have added during the past year.
- Write thank you’s to speakers and annual meeting committee members.
- Prepare follow-up articles for your local newspaper, newsletters, and web site.
- Get feedback from staff and attendees. Evaluations
will be helpful for planning your next event.
NEXT MONTH: Our March issue of On-The-Go eTA will focus on increasing your personal visibility in the community.
