Each year I challenge myself to write measurable goals for my work as a Red Cross communicator.
I like being held accountable to produce measurable results. Yet I struggle to build metrics that measure the things that really matter. Sometimes we default to measuring process rather than impact because process is often easier to quantify. Albert Einstein once said, “Not everything that can be counted counts, and not everything that counts can be counted.”
The success of the Red Cross depends upon effective communications. I am privileged be part of a national team of Red Cross communicators who believe that our work really matters. My colleagues and I believe that because of our work…
- More money is raised.
- More health and safety programs are sold.
- More blood is donated.
- More volunteers draw deep satisfaction from their engagement with the organization, and they are eager to recommend volunteering at the Red Cross to their friends.
- More partner organizations (both government and non-government) find value and synergy in their relationship with the Red Cross.
- Red Cross services are more available and readily accessible to those needing help.
Results can be measured in a variety of ways. I want my work as a communicator to make a measurable difference in the success of the organization. More importantly, I want to have a meaningful impact in the lives of the people we serve.