Engaging Our Audiences: ROI vs ROE

Reading Idealware's latest newsletter, which I use as a resource to keep myself informed on technology in the nonprofit sector (check out their product reviews for great tips on free and low cost solutions for nonprofits), I came across a great article submitted by Community Organizer 2.0 about Return On Engagement, or what Brandon Murphy originally noted as the true value of social media in a case study published just a few days ago.

Murphy posits that many of the digital media experiences we create--be they apps, videos, blogs, and so on--create dead end experiences for many of the users whose interest we want to convert into action may not be accurately measured by the standard ROI metric. Instead, he suggests, we should examine return on investment as returns on interaction and influence--ultimately, creating a greater return on engagement. Implied in this new approach is that is through engaging our audiences, and empowering them to share and engage their networks in a ripple effect, we can more accurately measure how effective our efforts can be.

Now, if we take this concept and look at it through the lens of a nonprofit organization, the question becomes: "How can we increase a return on engagement for both our community supporters and the communities we directly serve?"

Murphy and Debra Askanase both bring up concepts familiar to everyone in our community: advocacy and ownership. Whether we realize it or not, the efforts and support of the talented staff, volunteers, contributors, and community members who get involved with our nonprofits have embodied the advocacy mission by taking ownership in our organizations.

In looking at the tangible deliverables we're often tasked with, i.e. the creation of a new capital campaign, launching of a mobile community app, etc., it becomes more important to look beyond the fulfillment of that goal as an objective in an of itself. The process of feedback and collaboration in turn produce goals that are "owned" by the very audiences they seek to serve. It is in this Return on Engagement, then, that we find true value in the work we do.

Board Member Spotlight: Cynthia Skogerboe

What are your roles within the nonprofit community (staff, volunteer, philanthropist, etc.)?

My passion lies in raising people out of poverty. I’ve tried to shape my various roles in the community to reflect this passion at different levels by involvement with local and international relief efforts, literacy and education, and the infrastructure support organizations that assist the sector.

I am currently on staff as the Senior Staff Manager and a Consultant with NP Strategies and in addition to financially supporting NP Strategies and YNPN San Diego, my husband and I tithe to our church, provide a monthly sponsorship for a boy living in Malawi through Children of the Nations.

Tell us about how you’re currently involved with YNPN San Diego.

Since joining YNPN San Diego, I’ve been a Co-Chair for the Board Development Committee, an internal Advisory Board Committee that drives the Board recruitment, assessment and strategic planning for the organization. Most recently, I serve as Advisory Board Treasurer, working with Volunteer San Diego and our Executive Team to manage financial reporting and oversight.

What advice would you give emerging leaders who are interested in the nonprofit sector?

Focus on your interests. So often the advice is to just ‘dive in,’ but oftentimes, whether looking for a new job, volunteer position or even in giving, it’s easy to get pulled in a million different directions and spread yourself (and your resources) thin. Just as it’s important for organizations to clarify vision, mission and values to ensure successful growth, so too should you have a personal (or family) vision, mission and values you refer to in decision-making. Then, it’s easier to focus your time, treasure and talent on those things you care most about. It’s bound to prove a more successful engagement in the long run, provide deeper levels of satisfaction and prevent burn-out!

Just for fun – what’s the best joke you’ve ever heard?

Best joke? Too tough. How about most recent joke compliments to my sister:
Q: Where does the King keep his armies?
A: Up his sleevies.

Ba-dum-bum.

PHEW! Cynthia is DEFINITELY out in the community. If that's not enough, she also donates her time and/or treasures to:

• Her alma maters (Drake University and University of California, San Diego’s IR/PS Graduate School (Donor)
• Médecins Sans Frontières (Doctors Without Borders) (Donor)
• The International Rescue Committee (Donor)
• The American Red Cross and San Diego Blood Bank (Blood Donor)
• The Flood (Volunteer)
• San Diego Public Library’s READ program (Volunteer)

YNPNSD's New Volunteer Management Style

In the last few months, we've been trying an approach that Mariel Berry (Board Co-Chair) and I learned about from YNPN San Francisco Bay Area at the YNPN National Leaders Conference in April. What approach is this, you ask? Formal volunteer management--after all, we are an ALL-VOLUNTEER-RUN organization. I'd say it's a rather important element, wouldn't you?

We meet with all new prospective volunteers to offer a kind of orientation about the organization and to assess what position would be the best fit for the volunteer. We've even recruited a new volunteer to help with this management process. Jocelyn Garcia of Volunteer San Diego brings a fabulous set of volunteer recruitment/management skills.

Here's how it works: A new member joins YNPN San Diego and expresses interest on his or her application in joining a committee. If there are open opportunities on that committee, then Jocelyn and I arrange a meeting at which we get to talk about all the fabulous things YNPN San Diego is up to now that we've had an AWESOME strategic planning session with NP Strategies (your org really MUST do this). Then, we talk about the new member's expectations and wishes for a volunteer opportunity, and, based on his or her availabilty and needs, we find the right position on the right committee. The next step is an "E-Introduction" (this is coming to be quite popular for networking) to to the Committee Chair who then invites the volunteer to a committee meeting.

After the new volunteer fills out a quick email survey a few weeks later (very few questions, but...just enough I'd say), we figure out exactly what needs to happen to ensure a satisfying volunteer experience. I'm not gonna lie...people almost always want more :) That's why we have board recruitment twice a year--hint hint...we are currently in the middle of recruitment now, so the time has never been better to send in your application if you're interested in some excellent hands-on professional development as a 2010-11 YNPN San Diego Board Member. Learn more about applying to the Board by clicking here.

What do you think about this process? How can we change or improve?

Blog post by Jessica Rodgers. Interested in contributing to this blog? Email us at ynpnsandiego@gmail.com.