1. Action Learning Project: Leadership Learning Community
We are a national nonprofit
organization transforming the way
leadership development work is
conceived, conducted and evaluated,
primarily within the nonprofit sector.
We focus on leveraging leadership as a
means to create a more just
and equitable society.
We are going to focus our project on
our upcoming national meeting,
Creating Space.

2. Description KPI
Primary channel is
email. Testing calls to
Goal 1: Registration action from emails - Register 80 People
what works best to
convert to subscription
Promote subscription
Grow List to 4,000
Goal 2: Build Email List through social media,
(currently at 3,500)
blog, webinars
Give registration codes
to design group and
encourage them to
Goal 3: Influencer promote to their
Drive 20 Registrations
channels, track
conversions
Twitter chat before the 50% of registered
event, promote the attendees engage
Goal 4: Engagement hashtag during and before, during, and
after the event after

3. Action Learning Project: Leadership Learning Community
• Audience: Leadership development programs,
funders, evaluators, researchers and consultants
• Benchmarking: Registration target based on
previous conference. The other targets are
estimates based on similar promotional
campaigns (i.e. publication launch)
• Measurement methodology:
– Registrations: Brown Paper Tickets
– List Building: Constant Contact
– Influencer: Brown Paper Tickets, bit.ly, Rowfeeder
– Engagment: HootSuite, Rowfeeder