Chapter 9Measure Impact

IN THIS ERA OF HEIGHTENED AWARENESS about measurement and big data, it's easy to get wrapped up in—even obsessed with—statistics and accountability. Often, we compile and analyze without even knowing exactly why we are tracking this data.

Consultant John H. Lingle invites us to ask the right questions: “You get what you measure. Measure the wrong thing and you get the wrong behaviors.”1 Rather than viewing your fundraiser as a stand-alone event, concentrate instead on positioning it to create a culture of philanthropy for long-term donor support. Strategically engaging supporters after your fundraiser event has the greatest impact. (See Figure 9.1). Only then will the right questions and measurements emerge. Begin by ...

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