Return on investment is a commonly used, and misused, expression of the effectiveness of programs. So first, we need to be specific about the definition of ROI. In recent years there have been a number of pseudo-redefinitions of ROI, from “return on influence,” to “return on intimacy,” to “return on ignorance.” All of which are just silly. If you use the term ROI to refer to anything besides its strict business definition, then your CFO, your board, and any experienced senior business management are not going to take you seriously. So let’s be clear: ROI is the abbreviation for the business term “return on investment.” DuPont created it in the 1920s as a financial measure, and Alfred Sloan used it to make General Motors manageable. ROI […]
To access this content, you must purchase Measurement Maestro (Enterprise level), Measurement Ace (Solo practitioner), Measurement Club for Not-for Profit Organizations and Funders or Measurement Marquis (Agency level).