Results of a new survey from AMEC’s Non-Profit Group shows that measurement in Non-Profit communications work is considered “non-negotiable” and more important today than it was five years ago.

The research was organised by AMEC’s Non-Profit Group in cooperation with Braun Research and Ketchum Global Research & Analytics.

It was conducted among more than 300 NGO communications/PR professionals around the world and the results presented for the first time at the AMEC Global Summit in Bangkok.

This year, the focus of the research was to assess the relevance of communications research/measurement to a non-profit organization, as well as explore how not-for-profit communications professionals are managing disruptive change in the industry.

AMEC research shows nearly 80% of companies surveyed believe Fake News is a problem; and while despite less than 10% of them have been impacted by it, most fear they will eventually be impacted at some point by this phenomenon” said Mazen Nahawi, CEO, CARMA.

“The panel pinpointed the grave risks Fake News represents to reputation and trust and discussed protective measures and ethical standards that ensure proper attribution and credible reporting across journalistic and research functions.”

Marni Zapakin, Research Director, Ketchum Global Research and Analytics and an organising member of the AMEC Non-Profit Group, presents the research results at the Global Summit.

What did we find? Non-profits are setting the example. 

Important?
We found that a vast majority of communications professionals understand the importance of measurement and evaluation of communications, as about three-quarters say it is non-negotiable today (71%) and also find it more important today than it was five years ago (75%).

Effective?
About eight-in-ten (82%) not-for-profit communications professionals find their organization effective in measuring their performance in driving its mission overall. Interestingly, NGOs rate their measurement of communications efforts (82%) and societal impact (80%) roughly equally as effective as their measurement of volunteer (75%) and fundraising efforts (76%).

Leader Support?
Top leadership is not only highly supportive of communications measurement but also expects it from employees today. In fact, seven-in-ten say top leadership (c-suite) regularly review communications measurement data (73%). About equally as many (70%) say top leadership relies on communications research and measurement when deciding how to allocate funds in their organization.

Room for Improvement?
While the high level of awareness and support of senior leadership are already great achievements, there is still some room for improvement.

Currently only about half or fewer NGOs say they track specific metrics such as outputs (e.g. social media mentions, 43%), outcomes (e.g. target audience awareness, 49%), business results (e.g. amount of money donated, 51%) or societal issues (e.g. improvement of health outcomes, 41%).

What is more, only 45% of communications specialists say their NGO is conducting or experimenting with innovative research and measurement.

What’s next?
We are currently developing a full report of the survey results. The full report will be distributed amongst AMEC members and other stakeholders during Measurement Month (September 1-30, 2017).

*What is AMEC Non-Profit Group?
AMEC Non-Profit Group was formed in November 2013 to create a unique networking forum for communications leaders working in non-profit organizations.

The Group is led by Arturo Romboli, Strategic Planning and M&E Specialist at UNICEF, and Eileen Sheil, Executive Director of Corporate Communications at Cleveland Clinic.

The Group’s mission is to champion the importance of strategic communications in Non-Profit organizations and to encourage higher standards of accountability through using effective measurement, research and insights programs.