Doing the Most Good, Digitally

"[With a paper annual report] you put it in the mail, you don't know if it's hitting anyone's desk or if it's going into the trashcan," Hood says. "But in this case we can determine what the traffic is and ... for someone to stay on a site for six minutes is pretty phenomenal — and yet that's the early indicator, that we're getting anywhere from five and a half to six minutes of review time."