Strayer University
MBA PROGRAM
Course Code: BUS 300
Public Relations
Measurement and ROI for Nonprofit PR
Measurement and Return on Investment (ROI) for nonprofit public relations (PR) efforts are
essential for demonstrating the impact of PR activities, ensuring accountability, and making
informed decisions about resource allocation. Here's an overview of how measurement and ROI
work in the context of nonprofit PR:
1. Goals and Objectives:
Before measuring anything, nonprofits must establish clear and specific PR goals and objectives.
These could include increasing awareness, raising funds, recruiting volunteers, or advocating for
a cause.
2. Key Performance Indicators (KPIs):
Identify relevant KPIs that align with your PR goals. KPIs are quantifiable metrics that help
measure the success of your efforts. Examples include website traffic, social media engagement,
media mentions, event attendance, and donor contributions.
3. Media Monitoring and Analysis:
Track media coverage related to your nonprofit's activities. Tools like media monitoring software
can help quantify the number of mentions, sentiment, and reach of your media coverage.
Analyze the tone of media coverage to determine if it is positive, negative, or neutral. Positive
coverage can be an indicator of PR success.
4. Website and Social Media Analytics:
Measure website traffic, including the number of visitors, page views, and conversion rates.
Monitor the sources of traffic to see how PR efforts impact website visits.
Analyze social media metrics such as followers, engagement (likes, shares, comments), and
click-through rates (CTR) on links shared in posts.
5. Surveys and Feedback:
Conduct surveys or collect feedback from stakeholders, donors, volunteers, and the community
to gauge their perceptions of your nonprofit's PR efforts and whether they align with your
mission.
6. Donation and Fundraising Tracking:
