Beyond Vanity Metrics: Toward better measurement of member engagement
We all want to know if the work we do is making a difference. But while “vanity metrics” such as list size or pageviews sound big and impressive, they can be misleading. Ultimately, they can lead to flawed decisions that doom membership-driven organizations. What are the pitfalls of “vanity metrics”? Why do we rely on them? What are some alternatives? In short, are there better ways to measure how engaged members are with your organization? These are just a handful of the questions tackled in this new report, presented by Citizen Engagement Lab and the Mobilisation Lab at Greenpeace.