In an increasingly data-driven world, nonprofits are feeling the pressure to quantitatively demonstrate their effectiveness, reach and impact. In tandem, donors are, more than ever, meticulously benchmarking and comparing nonprofits to see which align with their personal values and contribute in a way they feel is most impactful.
Many consider randomized control trials, or RCTs, to be the "gold standard" for evidence. Randomization provides a high degree of proof for a very narrow set of facts: a particular program, under a particular set of conditions, for a particular population of people, at a particular time, made a difference.
The increasing difficulty in differentiating a brand based on price, quality or convenience has actually created a new opportunity -- or dare I say a new imperative -- for all marketers to seek out new ways to make their products matter. One of the most promising new sets of benefits are intrinsic social benefits