21NTC Session

Unlocking the Secrets to an Effective Dashboard


Every organization wants the perfect set of metrics and dashboards, few actually end up with them. In this session, we’ll demonstrate all the steps required to help you get to an effective dashboard, from wrangling with your data to the moment a team member actually changes behavior based on a data point they found in their dashboard. This session will provide a case study in how environmental legal nonprofit Earthjustice partnered with digital studio Measure Creative to build a suite of dashboards for the entire Earthjustice digital communications team: social media, email, website, editorial, digital fundraising, and digital advocacy. We’ll dive into identifying Key Performance Indicators, wireframing the layout and design, building in Google Data Studio, and facilitating team discussions about the insights and recommendations in each dashboard.

Session Type

60 minute session

Learning Outcomes

  • Get from a blank page to an effectively implemented dashboard
  • Learn tips for making dashboard design user friendly
  • Know how to use a dashboard to change your approach

Target Audience

Communications staff who need to evaluate and optimize their efforts


AnalyticsData VizEmailSocial Media


Devon Smith


Measure Creative

Devon Smith comes from a background in digital strategy and market research. In 2015, she co-founded Measure Creative, a digital studio in Portland, Oregon that helps progressive organizations understand, engage, and influence their audiences. Alongside her Co-Founder, she has worked with clients such as Earthjustice, International Committee of the Red Cross, James Irvine Foundation, Bill & Melinda Gates Foundation, and Business for Social Responsibility, as well as many museums, theatres, and other arts organizations. Prior to Measure Creative, Devon was an account director and director of social media and analytics at a digital agency in Washington DC that focused on nonprofit web design. She has been a featured speaker at SXSW, Nonprofit Technology Conference, Do Good Data, and dozens more across the US, UK, and Australia. Devon holds an MBA from the Yale School of Management, an MFA from the Yale School of Drama, and two bachelor’s degrees from the University of Washington.

Zarah Patriana

Senior Digital Advocacy Manager


Zarah is a social justice advocate, digital organizer, problem-solver, and message amplifier. She joined Earthjustice in 2014 and is part of the Communications team as the Senior Digital Advocacy Manager and oversees the email program. She is responsible for building and maintaining a network of online activists who engage in digital advocacy to support Earthjustice’s legal work. She works in coordination with internal stakeholders to integrate messaging and digital advocacy tactics to advance our mission at local, state, and federal levels.

In her spare quarantine time, she likes trying out new recipes, tending to her house plants, meeting dogs on her neighborhood walks, and going on long runs.

Christian Anthony

Director of Digital Engagement


Christian Anthony is the Director of Digital Engagement at Earthjustice, a nonprofit environmental law organization, where he oversees the social media, web, digital advocacy and digital fundraising programs. In 2016 he spoke at NTEN with ThinkShout about creating engaging digital interactive content.

Mariana Bellot-Flores

Social Media Manager


Mariana Bellot-Flores is a Social Media Manager. She is based in Washington, D.C., where she heads strategy for Earthjustice’s social media program.

Before joining Earthjustice, Mariana worked at Voto Latino where she focused on social media and media production for their Hill-based campaigns. She is passionate about video production and photography, and is fluent in Spanish.

When she’s not working, Mariana enjoys photographing concerts and studying Quechua.



March 24, 2021


8:30am – 9:30am