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December 3, 2012
Show Me The Value: Committing to Impact Measurement
Farron Levy President & Founder
True Impact
Lauren Keeler Director of Community Engagement
Apollo Group
How To Ask Questions
• Type questions into the box on the right side of the your screen
• We will pose questions at the end of the presentation
• A copy of the sides will be circulated after the event
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Show Me the Value:
Committing to Impact Measurement
© True Impact LLC - 4
Farron Levy
President True Impact
Lauren Keeler
Director of Community Engagement Apollo Group
Presenters
© True Impact LLC - 5
a. Hours volunteered or number of sponsored events
b. Monetary value of volunteerism
c. Percent of employees volunteering
d. Satisfaction surveys of volunteers
e. Effects on sales, skill development, or recruitment
Use GoToWebinar to respond to poll live!
How do you measure your EVP’s performance?
Audience Question
© True Impact LLC - 6
CSR can offer substantial social and business ROI
© True Impact LLC - 7
CSR can offer substantial social and business ROI
Brand
Sales
Recruiting
Engagement
Skills
Retention
Regulation
Risk
© True Impact LLC - 8
# hours # volunteers $ value of donations
# beneficiaries served # impressions/ PR coverage
Corporate Citizenship Programs
Volunteerism Grants
Sponsorships In-kind donations
Sustainability Work/life initiatives
INPUTS
OUTPUTS
OUTCOMES (VALUE)
% participant satisfaction
Measuring outcomes often remains a challenge
© True Impact LLC - 9
Increase Revenues
– Attract, retain customers
– Increase their expenditures (buy or pay more)
Reduce Costs – Skill Development – Productivity – Recruiting – Turnover – Regulation – Risk, Fines
Promote Mission – Improve social
condition (outcomes) ⋅ Economic value to
society ⋅ Economic value to the
NGO/cause
# hours # volunteers $ value of donations
# beneficiaries served # impressions/ PR coverage
Corporate Citizenship Programs
Volunteerism Grants
Sponsorships In-kind donations
Sustainability Work/life initiatives
INPUTS
OUTPUTS
OUTCOMES (VALUE)
% participant satisfaction
Measuring outcomes often remains a challenge
© True Impact LLC - 10
Why measure bottom-line outcomes?
© True Impact LLC - 11
#1: Prove Value
→ Build/retain support among internal/external stakeholders
→ Protect programs, budgets
→ If they’re not asking now – they will be soon
Why measure bottom-line outcomes?
© True Impact LLC - 12
#2: Improve Value
→ Identify what’s working (replicate) and what’s not (intervene)
→ Steer investment to highest social/business ROI projects
Why measure bottom-line outcomes?
© True Impact LLC - 13
Typical obstacles
• Guidance
‒ Lack of standardization and accepted frameworks
• Perceptions
‒ High cost
‒ Overwhelming time and technical demands
‒ Ultimate lack of usefulness or credibility
© True Impact LLC - 14
Solution
Principles
Altria Boeing Coca-Cola GE Lilly Pfizer Starbucks
Apollo Group Cape Fear Deloitte Harvard Pilgrim Nationwide PNC Timberland
Beach Cities Cbeyond Freddie Mac Kilpatrick Stockton NPower Salesforce.com UPS
1. Practically useful
2. Compatible
3. Turnkey
4. Inexpensive
© True Impact LLC - 15
Solution
Principles
Altria Boeing Coca-Cola GE Lilly Pfizer Starbucks
Apollo Group Cape Fear Deloitte Harvard Pilgrim Nationwide PNC Timberland
Beach Cities Cbeyond Freddie Mac Kilpatrick Stockton NPower Salesforce.com UPS
1. Practically useful
2. Platform neutral
3. Turnkey
4. Inexpensive
Standardized, Outcome-Based Surveys
© True Impact LLC - 16
Case Study: Apollo Group (University of Phoenix)
Survey Samples 2010 2011
Total volunteer respondents 867 418
Total hours 9,289 4,739
Response rate 51% 49%
Revenue $961 million
Employees 18,368
Volunteer hours 72,255 hours (2011)
Platform VolunteerMatch
Focus Areas • School, workforce readiness ‒ Great Graduate
(with Boys & Girls Clubs) ‒ Power Lunch Mentorship
• Sustainability
Category Your Rank (out of 28)
Your Avg. Rate
Peer Avg. Rate
You v. Peer
Social Value ($ saved) 13 $22.79 $22.52 +1.2%
Satisfaction (event) 14 88% 88% 0%
Satisfaction (job) 7 71% 65% +9%
Skill Development 7 30% 24% +27.7%
Sales 3 7% 4% +75%
Recruiting 6 6% 5.4% +19.6%
Stakeholders 7 16% 11.6% +34.1%
Brand 4 27% 21.4% +27.4%
© True Impact LLC - 17
Social Impact – Background
Money Saved Capacity Gained
Number of nonprofit beneficiaries that:
Increased efficiency or effectiveness – Require fewer resources – Achieve success more frequently
Increased Reach – Serve more beneficiaries
© True Impact LLC - 18
Social Impact – Proving Value
Highlights
• Total monetary value → $1.64MM ($22.78 * 72.2K hrs) → 21% gain in value/hr. vs. 2010
• Impact on nonprofits → 17% increased efficiency/
effectiveness → 18% increased reach
Impact 2010 2011
Money Saved $18.77 $22.78
Capacity Gained (Efficiency/Effectiveness) -- 32%
Capacity Gained (Reach) -- 28%
© True Impact LLC - 19
Social Impact – Proving Value
“Using online learning formats and updated teaching techniques, we were able to cut down on the amount of staff needed [and] better track our progress.” “Through streamlining the education and developmental process for the adult learners, we are able to have a higher outcome rate and serve more adults in the community.” “Came up with innovative online publicity techniques to help raise more funds for the organization, to recruit more runners and volunteers.”
© True Impact LLC - 20
Social Impact – Improving Value
Promote activities with rates greater than your current average value/hour of $22.79
© True Impact LLC - 21
Satisfaction – Proving Value
Highlights
• Satisfaction with event → 88% (equal to peer average) → 4% gain from last year
• Importance to overall job satisfaction → 71% (top quartile vs. peers) → 11% gain from last year
Impact 2010 2011
High event satisfaction 85% 88%
High job satisfaction 64% 71%
“High” Satisfaction Event: extremely/very satisfied Job: positive, core component
© True Impact LLC - 22
Satisfaction – Proving Value
“I love that we have so many wonderful volunteer opportunities that are organized for us. We just have to choose one, sign up and off we go to do a good deed … It is a win/win situation.”
“It is really convenient when the campus arranges the volunteer events and all the staff has to do is show up and make an impact!”
“I believe volunteerism not only shines a positive light on the University of Phoenix, but improves the life of the employee.”
© True Impact LLC - 23
Satisfaction – Improving Value
Promote activities with “high satisfaction” rates greater than your current average of 88%
Which of the following characteristics were notable benefits of your volunteers’ activities?
© True Impact LLC - 24
Skill Gains – Proving Value
Impact 2010 2011
Volunteers gaining job-related skills 25% 30% Highlights
• Job-related skills (vs. personal or existing skills) → 30% (top quartile vs. peers) → 20% gain from last year
• Team development → Stronger relationships: 19% → New relationships: 11%
© True Impact LLC - 25
Skill Gains – Proving Value
“Allowed me to look at research and statistics from a whole different perspective… [to] really benefit an organization.”
“Polished computer skills, coaching and teaching capabilities”
“Reached a new level of rapport with team members.”
“I was new to the team and developed relationships with coworkers quickly. Great way to bond.”
“Working in a telecommuting environment and don't see many of the members of our department and this gave me a chance to meet many of them.”
© True Impact LLC - 26
Sales/Recruiting/Stakeholders – Proving Value
Highlights
• Sales leads, relationships → 7% (Ranked 3rd - top 10%)
• Recruiting leads, relationships → 6% (Ranked 6th - top 25%) → 9x gain vs. 2010
• Stakeholder relationships → 14% (Ranked 7th - top 25%)
Impact 2010* 2011
Sales gains (generated or influenced) 17% 7%
Recruiting gains (generated or influenced) 0.6% 6%
Stakeholder gains (generated or influenced) 14% 14%
* 2010 included brand effects
© True Impact LLC - 27
Sales/Recruiting/Stakeholders – Proving Value
“We are able to introduce ourselves and let people know who we are and what we do and exactly what UOP is all about.”
“Representatives from… non-profit organizations interacted with those of us from UOP to develop community brand awareness. Our positivity and assistance left a positive impression on leaders of the community/education.”
Details:
• [Name of contact]
• [Value of contract]
• [Describe impact on our business]
• [Description of new opportunity]
© True Impact LLC - 28
Sales/Recruiting/Stakeholders – Improving Value
Promote activities with sales rates greater than your current average of 7%
What activities most frequently generated the following sales gains?
© True Impact LLC - 29
Apollo Group – Next Steps / Recommended Practices
• Have a volunteer management system in place
• Choose a measurement tool that
you can continually use • Use first year as baseline
• Focus improvements on a few key
areas that align to business goals • Present to company leaders –
demonstrate bottom line impact
© True Impact LLC - 30
Thank you!
Farron Levy
President True Impact
Lauren Keeler
Director of Community Engagement Apollo Group
Q&A
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• Type questions into the box on the right side of the your screen
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Save the Date – Jan 22nd
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Trends In Corporate Giving & Volunteering Research and insights from CECP and VolunteerMatch Tuesday January 22, 2013 10-11 a.m. PT (1-2 p.m. ET) Featuring: Margaret Coady, Director, CECP Registration details coming soon!