A colleague recently shared a slide presentation with me – it was of a study that suggested the measurement of non-financial transactions was being underutilised by not-forprofit organisations. I wholeheartedly agreed. But, one of the questions and the responses stood out to me. The question was: “What kind of non-financial activity about donors and supporters are you tracking?” The top responses were: “E-mail open rates”; “E-newsletter subscription”; “Activity on organisation Facebook page”; “Mention of organisation Twitter profile”; and “Virality or reach of social networks”. OTHER IMPACTFUL NON-FINANCIAL ACTIVITIES To me, these responses were okay, but I felt like something was missing. The slide show focused on one side of non-financial…

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