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« Toast Raises Money for Charity | Spitting on the Common Good »

June 26, 2007

Know What Works

Posted by Kevin D. Hendricks | Filed under: Research

Whenever the research comes in, it's kind of scary.

Like the fact that 60% of nonprofits don't evaluate the impact of their communications, according to a recent survey. That means you have no idea what works and what doesn't. You're shooting from the hip and your chances for success aren't so good.

But, as Tim Bednar puts it, this could be an opportunity: If over 60% of organizations don't track their marketing performance, you could pretty easily beat over 60% of organizations. How? By doing the research and seeing what works and what doesn't.


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