Study: For nonprofits, a silver lining regarding PR metrics

Despite familiar challenges, a compilation of results from five surveys reveals that support from top leaders and an array of new tools can clear away the clouds hanging over measurement.

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Despite many obstacles, nonprofits can improve their measurement and evaluation processes.

Although most nonprofit PR departments lack the resources of for-profit businesses, most enjoy support from their organizations’ leaders, says a new study from the Institute for Public Relations. They also have sophisticated PR measurement methods and tools at their disposal.

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The IPR research synthesized existing findings from five recent surveys and analyzed content of 15 years of nonprofits’ reports. Here are three key findings:

1. A disparity exists in nonprofits’ PR measurement practices.

Although 92% of nonprofit organizations measure their work, fewer (71%) measure their communications.

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