Measuring What Matters: A Strategic Approach to Communications Impact

In the nonprofit sector, the word “impact” can carry a great deal of meaning and can be dissected in a number of ways. Previous harp-weaver blog posts focused on general impact in philanthropy, evaluation and impact, governance as part of a foundation’s impact efforts, and measuring impact.

As a follow-up to the post on measuring impact, we specifically looked into the world of communications in the philanthropic sector and how communications efforts can be measured. As previously shared, using various communications tools can strengthen the work of funders and their partners. So, how can this work be measured in a way that contributes to a funder’s mission and goals?

Why Measuring the Impact of Communications Matters

In today's information-saturated landscape, effective communication has never been more crucial - or more challenging. But how does a funder know if their communications efforts are making a difference or accomplishing their goals? Measuring communications is an important way to answer that question.

Measurement isn't just about collecting numbers; it's about telling the story of one's impact. Impactful communication demonstrates why a funder’s grantee partners’ efforts matter, while also building trust with community, government, and corporate sectors. It raises awareness about specific issue areas and advocates for policies that support those issues.

Beyond reporting, measurement provides the foundation for strategic decision-making. It helps us understand what's working and what isn't, identifies opportunities for experimentation, signals when to pause or stop activities, and helps assess capacity needs. Perhaps most importantly, measuring communications impact helps strengthen the entire field by revealing what information reaches people, how they respond, and which communication efforts should be changed or increased to raise awareness of a specific topic or issue.

How to Measure the Impact of Communications

This is where it starts to get tricky. As mentioned in earlier posts, measuring impact itself is an intensive, long-term effort. It does not simply look at numbers produced (known as outputs); it gets at systemic change that has happened because of specific actions or “interventions.” For example, when it comes to social media, it does not simply matter how many followers a funder has on a platform, but how it engages with and, potentially, raises awareness about and causes a deeper appreciation for a specific topic. And how does one measure that?

The 2009 Grant Craft (now Candid Learning for Funders) report “Communicating for Impact: Strategies for Grantmakers” starts to outline how a funder could do this – establish clear objectives, determine how many people – and who - received the communication, estimating how many people – and who – took action based on the communication, track and differentiate impacts over time, and assess the quality of relationships. While establishing clear objectives and assessing relationships continues to matter, the 2009 report misses frequently used platforms, such as social media, that are deeply ingrained in today’s communications efforts.

In a more recent webinar, The Communications Network (a membership organization comprised of funders and public charities) took a closer look at conducting meaningful measurement.

Building a Strategic Foundation

The webinar emphasized that meaningful measurement begins with a strategic foundation:

1. Define what success looks like by aligning communications goals with your organization's purpose, principles, and unique approach. Consider both short-term wins and long-term impact.

2. Be clear about who you want to reach through audience mapping, thoughtful listening, research, and setting priorities. As one webinar presenter noted, "You can't effectively measure impact if you don't know who you're trying to impact."

3. Set communications objectives that focus on what communications can influence and measure - specifically, awareness, attitudes, and actions.

4. Map out your approach in a comprehensive communications plan that builds measurement into existing processes rather than treating it as an afterthought.

The Continuous Learning Cycle

A key insight from the webinar was understanding measurement as a cyclical, continuous learning process rather than a one-time evaluation. This perspective transforms measurement from a burden into an opportunity for ongoing improvement and adaptation.

Emerging Opportunities in Communications Measurement

The field is evolving beyond traditional metrics to embrace more meaningful indicators. Organizations like the Walton Family Foundation and Wikimedia Foundation are pioneering approaches that align communications measurement with core values.

The webinar highlighted new opportunities to measure how communications builds:

• Connection

• Trust

• Belonging

• Community

These areas represent the deeper impact of communications work that goes beyond simple output metrics like impressions or clicks.

Using Values as a Compass

Perhaps the most powerful insight from the session was how organizational values can serve as a compass for defining what success looks like in communications. When metrics are aligned with values, measurement becomes more meaningful and motivating.

In the end, there’s no easy way to measure communications. It takes time, capacity, and a commitment to knowing that the impact of this work isn’t always readily tangible or easily described. But perhaps by first deciding that communications work matters and then identifying ways to align measurement of objectives with values, we can continue to strengthen the philanthropic sector and the work of our nonprofit partners.