Username or Email Address
Lost your password?
International association for the measurement and evaluation of communication
Non-Profit organisations ask for help to become communications measurement savvy – AMEC identifies barriers to help the conversion
New research from the International Association for Measurement and Evaluation of Communication (AMEC) shows that lack of staff, money, time and even organisational differences, are the top barriers why some non-profit organisations do not measure their communications programmes.
Download the press release here and please share with colleagues or associates working for Non-Profit organisations.
However, Non-Profit communications professionals said their senior leadership would start to value measurement more if they had access to a free measurement tool and access to expert advisors.
The research, conducted by Braun Research Inc., for AMEC’s Non-Profit Group was set up to discover how frequently non-profit communications professionals are currently measuring and evaluating their activities, the importance placed on this and any barriers they face.
The AMEC research found that the top barriers to measuring and evaluating communications more frequently were “lack of staff/people to do the work” (52%) and “lack of money/budget” (47%). About one-third (32%) also believe their organisation simply does not have a culture of using research and measurement in their work.
The research found that availability of a free measurement framework (68%), access to data from around the world that proves how successful Non-Profits are prioritizing measurement (55%) and access to a group of people who can advise them on “metrics that matter” (57%) would be the key drivers of change and would convince the C-Suite to invest in communications measurement.
Eileen Sheil, Co-Chair of the AMEC Non-Profit Group, Executive Director, Corporate Communications, Cleveland Clinic, said: “What is positive about this research study is that it gives us information on which to act.
“We now know from the research that there is a need to educate employees and leaders across the organisation and not just those in the communications department about the importance of measurement and how to incorporate metrics into their day-to-day work.
“The good news is that AMEC has both the resources and the plans to be able to deliver against this, including the launch of a new and free integrated evaluation framework.”
The research also showed that the majority (69%) of non-profit communications professionals had not heard of the Barcelona Principles, the industry’s first measurement framework developed by AMEC with five other leading trade bodies¹. However, 71% say they wanted to learn more.
Arturo Romboli, Co-Chair of the AMEC Non-Profit Group and Strategic Planning and M&E Specialist at UNICEF, said AMEC was planning a major education and marketing campaign to raise the international awareness of the Barcelona Principles 2.0.
He said: “UNICEF, my own organisation, uses the Barcelona Principles at the heart of our measurement approach and we realise their importance. We are keen to educate other non-profit professionals on the value they can get from the Barcelona Principles framework.”
Romboli added that AMEC’s Non-Profit Group had been set up as a unique forum to help professionals at non-profit organisations. He hoped that as a result of the research that more organisations would join.
Other key findings from the study include:
¹ The Barcelona Principles
The Barcelona Principles were developed by AMEC working with ICCO, Institute for Public Relations, PRCA, PRSA and The Global Alliance at the AMEC International Summit in Barcelona in 2010. The Barcelona Principles 2.0 update was carried out with the same partners and published in September, 2015.
Click on the different category headings to find out more. You can also change some of your preferences. Note that blocking some types of cookies may impact your experience on our websites and the services we are able to offer.
These cookies are strictly necessary to provide you with services available through our website and to use some of its features.
We provide you with a list of stored cookies on your computer in our domain so you can check what we stored. Due to security reasons we are not able to show or modify cookies from other domains. You can check these in your browser security settings.
These cookies collect information that is used either in aggregate form to help us understand how our website is being used or how effective our marketing campaigns are, or to help us customize our website and application for you in order to enhance your experience.
If you do not want that we track your visist to our site you can disable tracking in your browser here:
We also use different external services like Google Webfonts, Google Maps, and external Video providers. Since these providers may collect personal data like your IP address we allow you to block them here. Please be aware that this might heavily reduce the functionality and appearance of our site. Changes will take effect once you reload the page.
Google Webfont Settings:
Google Map Settings:
Vimeo and Youtube video embeds: