ROI is the thing against which every business investment is measured. In the non-profit world, because we have so many other measures of our success (i.e. quality of reviews, number of grants received, and capital campaigns achieved) we don’t obsess over ROI as much as we ought to.
If you’re new to the term or want/need a refresher, this article from Arts Professional in the UK is all you need. The article references a study from one of our country’s leading business schools that shows that even “for-profit” marketers aren’t necessarily that savvy. Read the Article