Well done on completing this course. Here is a summary of the key ideas from the course. We encourage you to discuss what you have learnt with your team.
Communication & Organisation audits:
Audits are deep explorations and analyses of your organisation that reveal its strengths as well as areas in need of improvement.
These audits can be used to assess:
- Your brand architecture
- The consistency of your brand strategy and how it is reflected through your visuals and messaging
- Your target audience’s or donor’s experience
| Communications audit | Organisations audit |
|---|
| A detailed assessment of an organisation’s identity and communications that reveals strengths and opportunities for improvement | A detailed assessment of the identity and communications of several organisations from which another organisation can learn |
Gathering qualitative and quantitative data from your organisation’s audience is a great way to better understand their experience with and perceptions of your organisation.
- Qualitative research is a collection of non-numerical data that tells a story by gathering opinions and experiences. This is typically done by conducting interviews.
- Quantitative research is a collection of numerical data that is analysed and reported to test a hypothesis. This type of research is most often done through surveys.
Visitors: the number of unique users who visit a website
Views/Reach: the number of unique users who saw a social media post or website page
Impressions: the number of times a piece of content was shown to users (whether or not they looked at it)
Engagement: the number of likes, comments, shares, or saves a piece of content got
Clicks: the number of times a piece of content was clicked to take the user to a landing page or website
Open rate: how many users clicked to open an email
Followers/Subscribers: the number of people who sign up to view an organisation’s content
Paid digital advertisements also use the following metrics:
Cost-Per-Click (CPC): the average cost of one click on an ad
Cost-Per-Mille (CPM): the cost of 1,000 impressions of an ad
Cost-Per-Acquisition (CPA): the cost per conversion, or a user following through on a desired action after clicking on the ad
Click-Through-Rate (CTR): the number of users that clicked on an ad divided by the number of impressions the ad got
- What are your organisation’s overall goals that will help it reach its mission and grow its impact?
- Identify the KPIs (Key Performance Indicators) that will be used to measure success against each goal.
- Identify 1-3 strategies that will be used to reach each goal.
- If you completed an audit, what things do you need to stop, start or keep doing?
- If you have not completed an audit, what is hindering you from completing it? What information or tools do you need to help you complete it?