Your mission. Be able to articulate how PR and marketing efforts support the organization’s mission. How do your daily activities help accomplish the mission, be it raising money or finding volunteers?

Stakeholders. Nonprofits have many stakeholders, including volunteers, donors, sponsors, employees, and the people they service. It’s essential to concentrate measure results involving each category of stakeholder.

As we reach the midpoint of 2014, we are in the middle of a fundamental transformation in the way businesses view analytics. Analytics are now seen as core to a business’ growth strategy and means for measuring, implementing and sustaining success. I am extremely pleased to see this happen and that marketing analyst no longer have to fight for the value of analytics. The fact is, those who fail to invest in understanding what drives their business will find it hard to compete in a world that thrives on data. This is why analytics matters.