Driving growth with performance reviews
Client: IBSA Foundation
Industry: Non-Profit
The graphs shown are included for demonstration purposes.
IBSA Foundation is committed to making science accessible to all by carrying out outreach activities, supporting young talent and enhancing the community and territory through initiatives and projects.
Since 2021, Ander Group has been working alongside the Foundation on a path of constant growth, enhancing the impact of its initiatives, ensuring its evolution in step with the times, and taking care of every aspect of its presence, both digital and physical. This collaboration is based on a structured and effective monitoring and optimization process.
Goal and KPIs setting
Strategic analysis
Continuous monitoring
Optimization
The course to be taken
Every year, IBSA Foundation and Ander Group conduct several strategic Performance Reviews, with the goal of assessing and improving the effectiveness of ongoing activities and initiatives. These meetings allow for timely adjustments to correct any deviations from set goals and ensure that every action taken is aligned with the Foundation's mission and vision.
The first Performance Review of the year is a crucial meeting, as it sets the strategy for the upcoming year, introducing new ideas and initiatives to keep the Foundation’s offerings fresh and relevant. It is here that we look at what has been accomplished previously and analyze the successes and challenges faced.
Measurable KPIs: the compass of strategy
One of the key elements of our collaboration with IBSA Foundation is our meticulous attention to measurable Key Performance Indicators (KPIs). Each goal we set is accompanied by specific, quantifiable indicators that allow us to monitor progress accurately and adjust strategy when necessary. The KPIs we have identified are related to digital communication activities and include metrics such as website traffic, newsletter performance, content views, editorial engagement, new followers, event sign-ups, paid campaign performance, and so on.
Each KPI is carefully monitored through tools such as HubSpot and Google Analytics, and the results are analyzed during quarterly Performance Reviews. This approach allows us to stay aligned with set goals and take timely action to optimize performance.
Monitoring tools: HubSpot and custom dashboards
One of the key tools we use is HubSpot CRM platform, an inbound marketing, sales, and post-sales platform that allows us to manage all of the Foundation's communication and marketing activities in an integrated way. One of the most powerful features of HubSpot is data collection and organization. In fact, customized dashboards can be created to have immediate readings of the most important aspects for the customer.
These dashboards, tailored specifically to IBSA Foundation's needs, enable daily monitoring of progress toward goals and give us full control over the effectiveness of ongoing activities. This allows us to react quickly if something is not going according to plan.
A better user experience with Microsoft Clarity
Microsoft Clarity is a behavioral analysis tool that gives us in-depth insight into how users interact with the Foundation website. Clarity allows us to monitor real user sessions through features such as heat maps and session recording. Heat maps, for example, show where users click the most, how they scroll through pages, and which sections of the site attract their attention the most. This type of analysis is crucial for identifying usability issues or areas of the site that could be optimized.
When, for example, we notice that an important page is not receiving enough interactions, we take immediate action. We can improve the page design, revise the content, or optimize the navigation structure to make the user experience smoother and more intuitive. In addition, session recordings allow us to observe user behavior in real time, providing valuable insights on how to improve website effectiveness.
Simplify, streamline, improve
Now in the fourth year of collaboration, beyond focusing on continuous growth, we are also dedicated to maintaining and optimizing existing structures. This balance is achieved through meticulous database management, process and workflow efficiency improvements, and the simplification of operational complexities. While these activities may be less visible, they are essential for supporting sustainable growth and ensuring that the Foundation operates more agilely and effectively, all while preserving the results we have already achieved.
Database cleaning and the importance of data
Maintaining a clean and up-to-date database is essential to the success of client's initiatives. Throughout the year, we dedicate ourselves to scrupulous cleaning the database, removing outdated contacts, checking subscription types, correcting any errors and ensuring that all information is accurate and GDPR compliant. All of our activities have at their heart the contacts in the database, and the more accurate and up-to-date the information is, the more effective day-to-day operations will be.
This work, while hardly visible, is therefore crucial: a clean database allows us to target our communications more precisely and increase the effectiveness of marketing campaigns.
The importance of data goes beyond simply monitoring performance. Data is the foundation of our strategic decisions: it guides us in setting goals, choosing priorities, and allocating resources.
Results achieved
The collaboration between IBSA Foundation and Ander Group is an example of how constant monitoring, supported by advanced tools, and careful data management can lead to continuous and sustainable growth. Each Performance Review is an opportunity to reflect, learn and improve, ensuring that each initiative is effective and responsive to the needs of the community. Thanks to this approach, IBSA Foundation is able to continually evolve, strengthening its impact and its role in the dissemination of science.
"Performance reviews with Ander Group have become an important time for us. Thanks to these opportunities for discussion, we have a clear vision of our activities, we can take timely action, and we continue to grow with a solid and well-structured strategy."
Jacopo Crespi / Communication Specialist
