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Report from the LLLI Board of Directors
Strategic Dashboard -- Measures of Strategic Success: July 2008

From: LEAVEN, Vol. 44, No. 3, 2008, pp. 18-19

Dashboards provide a quick overview and are useful summaries of trends over a period of time. Dashboards are intended to streamline information and make it easier to understand and to help focus on what's really important. This dashboard provides data on the strategic plan measurable target outcomes.

Since the dashboard condenses information, it is helpful to understand what the data represent; information below may be helpful when reviewing the graphs. The statistics are reported for the fiscal year (April 1 through March 31), not calendar year, unless indicated otherwise.

Increase the number of LLL Leaders 20% over two years - Leaders

In 2007 the database was cleaned of outdated and incorrect entries. Thank you to all who worked to update the Leader database. In 1986 there were 8500 Leaders; as of Feb 2008 there are 6100 Leaders. In 22 years the number of Leaders has decreased by 2400, a net loss of about 85 Leaders a year.

Increase the number of LLL members 25% over two years, to average of three members per Leader - Members

These are regular members only, not Leaders, Medical Associates, or Breastfeeding Resource Centers. These numbers reflect only memberships reported to LLLI and for which a portion of membership dues are sent to LLLI. Currently there are about 15,000 members.

The Leader-member ratio is: 1:2.5.

Help more mothers. Establish a mother-to-mother contact baseline, and then increase the number of mothers directly served (through Group and online meetings, telephone and email help) by 10% over two years.

The graphs with this article will show the baseline numbers with which future statistics will be compared.

Web site

Web traffic is usually determined by the number of visitors and the number of pages they visit. Sites monitor the incoming and outgoing traffic to see which parts or pages of their site are popular and if there are any apparent trends, such as one specific page being viewed mostly by people in a particular country. There are many ways to monitor this traffic and the gathered data is used to help structure sites. Web traffic is measured to see the popularity of Web sites and individual pages or sections within a site.

There are different ways to measure Web site traffic. This dashboard uses:

First-Time Visitors: Based purely on a "cookie"*, if this person has no "cookie" then this is considered her first visit to your Web site. These data were not collected before 2007. (*Cookies are simple pieces of data unable to perform any operation by themselves, that are created by a Web server to a web client [your browser] and then sent back unchanged by the client each time it accesses that server.)

Returning Visitors: Based purely on a "cookie," if this person is returning to your Web site for another visit an hour or more later. These data were not collected before 2007.

Total Visitors: Based purely on a "cookie," this is the total of the returning visitors and first-time visitors -- all the visitors. Total visitors were 3 million in 2003, 5.1 million in 2006, and 6.4 million in 2007.

A good indicator of our global reach is to track how many people outside the USA visit the Web site. The wording of one target outcome in the LLLI Strategic Plan needed some editing/polishing to express this indicator correctly. (Gosh it's tough to get it right the first time!)

The change is from:

"Non-English pages on Web site receive more than 40% of Web site traffic."

To:

"More than 40% of Web visitors are from outside the USA."

As of July 2008, 73.9% of Web visitors are from the USA and 26.1% are outside the USA.

Forums

"Inactive Members" represents the number of women who have ever logged in to the forums. On July 1, 2008 there were 16,206 inactive members.

Active Members are those who have logged into the forums in the past 30 days. On July 1, 2008 there were 1248 active members.

A total of 17,454 mothers have logged into the forums.

When reviewing the forum numbers, it is good to think about how a mother may use the forums. She may need help this month and in two months and would use the forums twice in that case. If she is on the forums constantly/continuously, does that mean she is not getting the help she needs or does it mean that she needs constant support and is finding it on the forums?

Phone Helplines

USA 1-877-4 LA LECHE

The Helpline started taking calls on June 1, 2007.

The Breastfeeding Helpline in the USA received about 29,000 calls from all across the USA, as well as some calls from as far away as China via VOIP (Voice Over Internet Protocol) technology, in the first year. The number of calls represents the number of calls made, not the number of mothers who received help. Even though an effort is being made to log all calls, at this time the number of mothers helped is guesstimated to be two-thirds the number of logged calls. About 21,000 mothers have received assistance.

The Phone Helpline graph includes number of mothers served by the Helpline in the USA. Hypothetical numbers have been included for other countries in order to show what future graphs could look like. Phone Helpline Coordinators of all LLL phone helplines can add the number of mothers directly helped via the various helplines to the Excel file in the Strategic Plan folder in the CN library. If you have questions about where or how to provide phone helpline data, please contact Marcia Lutostanski. The number of calls made to helplines which provide phone numbers of local Leaders, not direct help, are not reported as helpline calls.

Online Help Forums

Over 200 Help Form Volunteers work to reply to an average of 25-35 Help Forms every day -- 365 days a year and most are answered within 24 hours. Annually about 11,000 mothers are helped through Online Help Forms.

Additional information is needed to determine whether the user/mother is satisfied with all these services. Hopefully in the near future a simple evaluation form will be provided to mothers for each of these services to indicate their level of satisfaction.

Thank you to all the Leaders who keep the La Leche League International Web site updated, moderate and participate in the forums, answer Helpline calls, and respond to Help Form questions! Note that the contact numbers from individual Leaders are not included at this time.

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