In 2014, Chalkbeat developed and started using a WordPress plugin for tracking impact. We called it MORI — Measures of Our Reporting’s Influence. As we wrote then, MORI grew out of one of our key beliefs: Journalists can make a difference, but the ability to measure the difference we make can multiply our impact over time. If we can document how, why, when, and where we made a difference, we are more likely to repeat our success.
The quantitative data we track in MORI lets us see the big picture of how our work affects the world, beyond raw readership analytics; the qualitative narrative we record helps us tell the story. Our editorial teams can put important impacts in the hands of our fundraising team and others to turn around and share with the broader education community.