Proving ROI: Quantitative and Qualitative Measures of a Successful Digital Campaign

Problem Statement

Nonprofits face the unique challenge of promoting a cause or mission rather than a product for purchase, making it difficult to measure a return on investment for their digital campaigns.

With digital channels becoming more and more crowded, understanding how to strategically plan your campaign is more important than ever. How do you know what to measure and how to communicate successes? In this session you will learn:

  • How to set quantitative and qualitative measures of success at the beginning of your campaign planning process
  • How to collect data and establish a baseline for measurement
  • How to adjust your strategy as you begin gathering data
  • Some of the challenges and lessons learned from long-running campaigns
  • Real world examples from nonprofit campaigns, including the National Parks Conservation Association’s Find Your Voice initiative, a 3-year campaign focused on educating, engaging, and empowering new national park advocates to ensure America’s favorite places continue to thrive into their next century
Devon Hopkins

Devon Hopkins is the Director of Content Marketing at CARTO, an open, powerful, and intuitive location intelligence platform for discovering and predicting the key insights underlying the location data in our world. He has developed and implemented innovative approaches to marketing and business development for dozens of national and international associations, corporations, and nonprofits, including Salesforce, Lutheran World Federation, Application Developers Alliance, and the American Academy of Otolaryngology. Hopkins is a frequent presenter at seminars and conferences on topics related to content marketing and effective use of digital tools to support business objectives.

Leah Stern
Forum One
Account Director
Leah Stern is an Account Director at Forum One, where she continuously draws on her passion for public service and knowledge of public policy to help clients build energy around their issues and inspire people to take action. In her work at Forum One, Leah has led projects for influential organizations large and small, including the Center for Strategic and International Studies (CSIS), She Should Run, Women Thrive Worldwide, and CGAP's Microfinance Gateway. She also helped found the Health Data Consortium (HDC), a public-private partnership working to foster the availability and use of open health data to drive innovation. Leah has worked with policy and advocacy-focused organizations, including Legal Momentum, Innovations for Poverty Action (IPA), and the World Bank, on communications, strategy, and advocacy. Leah holds a master’s of public policy from Harvard University’s Kennedy School of Government and a bachelor's in government and Latin American studies from Wesleyan University.