What are you going to do with all those measurements?

Okay let's say you really go in and measure all the stuff you can measure. How's that going to help you?

It won't, unless you look at the results of your measurements and pick out the areas that are right for improvement.

Did you measure how long it take staff to complete certain tasks, and which of those tasks are the most frequent? There's a good chance you can save a ton of staff hours every week or every month by cutting in half the time it takes to complete some of those most frequent tasks.

Did you measure the frequency with which users are opening but then failing to complete your various intake forms? You could probably get a whole lot more of those forms actually submitted — and therefore increase your contributions, membership renewals, and event registrations — if you could make time to figure out why they're giving up on those forms. And then improve the forms.

But without measuring, and without examining the results of your measurements, any improvements you make are not much better than a shot in the dark.

If you don't measure it, you can't improve it.

Or more precisely: If you don’t measure it, how can you even know if you’ve improved it?

All the best,
A.