Ten questions to score your last campaign against what is actually working in the not-for-profit sector right now. It takes about ten minutes, and it tells you where the next round of effort belongs.
How it works
- Pick the most recent campaign you ran end to end.
- Score ten statements 2 where it is clearly true, 1 where it is partly true and 0 where it is not. Be honest rather than generous: the gaps are the useful part.
- Add up your total out of 20 and find your band.
What your score tells you
- 0 to 8: the brief is the problem. The creative is doing your organisation’s job rather than the cause’s, and the fix is upstream.
- 9 to 14: the content works, the system does not. The gains are in production planning and in what happens after the click.
- 15 to 20: the fundamentals hold. The remaining upside is in proof formats and being ready before the moment arrives.
Each band comes with three things to do next, in the order we would do them. The health check is built on our session The changing rules of donor attention.