> For example, at my firm, Ensemble Capital Management we look at hard
> numbers like revenue growth, assets under management and assets per
> client. We also look at softer measures like visibility in the media
> and online, depth of relationships with referral sources, and client
> satisfaction. You can put good numbers on the first set, but not on
> the second.

> All I'm asking the Red Cross is how do you know if you are doing a
> good job? What do you track? And how do you compare yourself? For
> instance, what if I asked you why my money could do more good by
> donating it to you than donating it to another similar organization or
> even to FEMA? If an investor or prospective client asked me why I
> thought that Ensemble was a better investment or firm to hire than our
> competitors, I could speak to the issue for hours, citing both hard
> data and soft qualities. I'm just asking the Red Cross the same
> question.