How a non-profit successfully measures audience engagement

Measuring your audience’s engagement is no easy task, but this non-profit succeeded. Here’s how you can do the same.

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Consider following in the footsteps of Strategies to Overcome and Prevent (STOP) Obesity Alliance, a non-profit that works to prevent the spread of obesity-related chronic diseases.

It wanted to measure how successfully it engaged advocacy organizations that help promote its cause. It tapped research firm Determinus to create a measurement model, which took top honors in the Best PR Research category in the 2012 PR Daily Awards.

Under this model, the alliance learned engagement from its steering committee grew from 80 to 90 percent between 2009 and 2010, and 25 percent of associate member organizations deepened their interaction with the alliance in 2011.

Also, membership in the associate members program more than doubled, with many new members hearing about the alliance through word of mouth. This was a new level of engagement for the alliance.

How did it come up with these numbers for engagement-an area typically difficult to quantify?

The METRIC Model

It used the METRIC Model. To put it simply, the METRIC Model (Measuring Engagement and Tracking Influencer Communications) established a point system for different engagement activities.

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