ROI Methodology

Our Goal:
Validate the nonprofit’s audience aligns with the brand’s target market

For each of our nonprofit partners we measure at least the following:

  • Demographics of audience (benefactors, sponsors, and the passive listeners)
  • Index of audience perception of the ngo network and their communications
  • Index of how the ngo’s audience perceives their corporate partners and their partner’s communications
  • Basic Nonprofit Reach
    • Newsletter circulate
    • Newsletter open rate
    • # of children served
    • # of schools participating by geography
    • # of unique website hits by source
    • # of events by type
    • # of face-to-face interactions
    • # of Facebook likes / Twitter followers

Our Goal:
Provide Detailed Monthly Reports on the Partnership’s Reach and Impact

Our proprietary database facilitates daily data input from all participating nonprofits and nonprofit affiliates. This creates a continuous feedback process that allows for mid-campaign refinements to increase reach and performance.

(Database screen shots coming soon)

 

We provide monthly reports to the client, recapping program execution in relation to campaign goals:

 

 

 

 

Our Goal:
To evaluate how our cause partnership is impacting consumer perception and purchase intent


The same purchase cycle we use to understand how consumers buy our product can be used to understand the impact and value of our social investments


For a consumer to make a purchase they need to progress through the purchase cycle:

 


SVM proposes that for a consumer to change their perception of a brand’s ethos, that consumer moves through a # of similar, measurable stages:

 


Measuring Long-Term Program Impact of Your CSR Strategy

Our Approach:
Phase 3: measures long-term impact on consumer perception and economic value to your brand. This third optional phase uses primary research of NGO members:

  1. SVM helps your brand team develop a custom online survey
  2. The NGOs field this survey to a sub-group of the network’s members to collect direct impact response data
  3. SVM provides a summary report of how consumers perceive your brand, and the brand’s value, in the related cause space
  4. SVMS helps build a cause engagement strategy informed by these insights
  5. Through periodic in-depth interviews we track how consumers are receiving your brand’s participation in the cause space and whether we are effectively moving them through the‘cause cycle’
  6. We also measure correlations between the cause cycle and their stage in the purchase cycle
  7. Informed by these findings, we develop a customized ROI methodology to evaluate the economic impact of your CSR activity