Summary Marketing and communications offices within university advancement units often track various output metrics without an effective method to display the data. This project examines the features of dashboards that demonstrate marketing and communications output to senior leadership within university advancement units. In particular, it addresses dashboard structure, content, design, and production process. Key observations from our research: 1. Marketing and communications offices collect website usage, social media, advertising, and publication output metrics to evaluate the effectiveness. 2. Dashboard target audience includes foundations staff, development senior leadership, and the marketing and communications team. 3. Graphs, charts, and different colors represent key metrics on double-sided PDFs to draw readers’ attention to specific sections. 4. Analytic software programs te enable marketing and communications directors to customize data collection and analysis. 5. Most contacts informally solicit feedback on the dashboard’s effectiveness and incorporate any changes into the next dashboard iteration.
Research Report
Dashboards of Marketing and Communications Output within University Advancement Units
This project examines the features of dashboards that demonstrate marketing and communications output to senior leadership within university advancement units. In particular, it addresses dashboard structure, content, design, and production process.
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