Guest Post: Ryan Reynolds
Indexes are handy ways to track and report progress. You can’t beat the Dow Jones Industrial Index to follow the ups and downs of stock prices. Ditto the Consumer Price Index, which compares the cost of goods and services from year to year.
But what if you want to track progress on important social issues? Thanks to troves of data available these days, nonprofits are increasingly using indexes to communicate about their work and their underlying causes.
If You Don’t Know, Test
Do you know which email subject lines work best? How about what will make the home page of your website more likely to get your target audiences to engage?
The reason: “People don’t always do what we think they’re going to do.” That’s why, he adds, “testing is crucial in every business, including communications.”
Guest Post: Brett Davidson
Online video is becoming increasingly important as a communications medium, and video is predicted to make up the vast majority of internet traffic in the next few years. Many foundations fund advocacy videos produced by their grantees, or produce videos themselves — but all too often good and even powerful videos languish on YouTube and other platforms, with only a handful of views. And even if decent numbers of people do watch the video, not enough of them go on to take action or get involved.