Who’s Roi and why should a non-profit care about him?

Launching a social media campaign, or even forming a basic social media strategy, seems to be old news for most businesses in our globalized capitalist economy.  However, despite both general growth in the social media world and its ongoing implementation in the for-profit sector, nonprofit organizations still have lingering questions about how to use social media tools to spread their mission and benefit programming.  Especially when it comes to measuring return on investment (or ROI), and then reporting those stats to the board of directors.


Non-profits, because of their structural nature, already have a difficult time measuring general programming ROI (they don’t have profits to measure).  Without this overarching experience, measuring the ROI of a social media strategy might seem a bit overwhelming for some of these groups- especially the smaller ones like Central Rivers Farmshed in Stevens Point, Wisconsin.  However, NPs should find solace in the fact that there are some basic existing tools and avenues to pursue to track and measure both the hard (tangible) and soft (intangible) ROI of their social media pursuits. In the end, what keeps a non-profit running is the membership base; Farmshed’s ROI (hard and soft) measurement should focus on the membership…calculator

Slideshow link: http://www.slideshare.net/mtjensen2/farmshed-roi



  1. Madelin – I loved your title! It drew me in right away and I immediately wanted to read your blog. Since I have been using the running club, a non-profit organization, for my posts as well, it was very interesting to read your posting. I would definitely agree that members keep a non-profit organization alive and running. By make members feel included in decisions, processes, feedback, etc. and showing them you care, you can ultimately keeping them involved in the organization. Since the technology of social media is constantly growing and changing, you make a great point of utilizing it for the needs of your customers. Great post!


  2. Your presentation is so pretty! To say it in a less goofy way, it is eye-catching, well-organized, and presents information that is pertinent and easy to understand. I hope you’re able to share these things with Farmshed; I’m sure the work you’re doing would be much appreciated!


  3. Nice post! And very nice use of images/metaphors.

    You are right, in the end what keeps in non-profit running is their membership base. And this membership base is more versed in communicating their needs and desires using social media channels. They are also using these same social media channels and digital tools to reach out to organizations.

    Social media is here. The speed in which most non-profits thought it would crawl has past us by like a bolt of lighting and is still moving at the speed of light with new ideas, new digital and audio tools and more savvy networks that are now measuring how social media can be measured.

    Cause marketing ( the term used for marketing non-profit events and campaigns) is a big part of social media. Political campaigns as well as social campaigns are using social media to not only share their message about services, issues, causes and events, but also social media allows them to harness the collaborative power of the click and influence of the geographic market.

    Nice post and slide share.


  4. I really like your slide show. It is presented in a very professional way that grabs your attention with the different features you used.

    I am also focusing on a non-profit, the YMCA, and I feel that the same concept of “focusing on the membership” applies to us as well. In organizations like the YMCA and Farmshed, the only way to keep the doors open is to engage the community and convince people that we can satisfy their needs.

    With Social growing so rapidly, and spanning so wide, it would be foolish for any organization to resist it and stick to ONLY the old ways of marketing. The social media universe can be manipulated any way you want it to be, and we are the ones who need to form it into the shape we need to satisfy our customers and get more members.


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