Top 3 Outcome Measurement Tips - Critical to Nonprofit Survival, Now More Than Ever

By Laurel Molloy

Now more than ever the phrase ‘now more than ever’ is being overused…and yet here I am, about to use it myself.  Because honestly, now more than ever, the outcome measurement best practices I’ve been recommending for years are critical to nonprofit survival.  Here are my Top 3 Tips to help your nonprofit weather our current storm, and hopefully emerge even stronger.

Tip #1) Now More Than Ever - Know Your Core Audience

Having clarity about who your program or organization is aiming to serve is a critical first step in any outcome measurement effort. After all, if you don’t know who you are seeking to change or benefit through your efforts, how can you begin to assess whether that change has happened? Or even be in a position to engage them in your services in a meaningful way?  

In today’s climate, there is no room for extraneous offerings that take you off your mission path.  So to position your nonprofit for success, start by clarifying your core audience – who you aim to change or benefit through your work. And don’t just name them. Distinguish whether you directly engage with them (“primary audience”), or whether you expect those with whom you directly engage to change or benefit them (“secondary audience”). Describe their needs that you’re seeking to address, as well as any unique characteristics that might affect their likelihood of engaging with you (where they’re located, what language they speak, etc.) so you can factor those ideas into your plan.

Taking this step not only provides clarity to you and your team about where and how you should be focusing your energy (and where you shouldn’t be), but will also put you in a better position to measure your impact and tell your story.

Tip #2) Now More Than Ever - Measure Only the Most Important Things

Nonprofits have long been plagued by the idea that more is better when it comes to tracking data. Unfortunately, that often means they have way more data than they can use – which leads to wasted time and resources, frustrated and confused staff, and/or data (including useful data) that sits untouched. To avoid this scenario, focus on tracking only the most important data.  

For organizations that have yet to begin tracking, this step is a bit easier because you can build your data collection tools and plans around your priorities upfront. It’s trickier for organizations that already have more data than they need, because streamlining means letting go of habits and data they’ve been holding onto for a long time. In those instances, it can be helpful to think about it like cleaning out your closet – you’re getting rid of what you don’t use so it’s easier to access the things you want and need.   

Nonprofits are often short on time and resources, so prioritizing what to track has always been important.  But in today’s reality, it’s even more critical for you to focus on what matters most and let go of what isn’t helpful. 

Tip #3) Now More Than Ever - Use Your Data

If you’re going to collect data, you should use it, right? It seems obvious, but many nonprofits don’t use the data they’ve collected. Sure, they might send it out to funders as required, but they don’t use it to inform internal discussions and decision-making or tell their story publicly. And that’s the whole point, isn’t it? Not data collection, but rather data use.

Your data might not be perfect, but that shouldn’t stop you from reviewing it. In fact, making a habit of reviewing it is one way to reinforce collection practices, because it underscores WHY you are collecting it. It also allows staff to make connections between the data and their mission work, which will hopefully lead to strategic adjustments in your approach. 

Knowing what’s working and what’s not has never been more important. And telling your story in a compelling way that underscores your contributions to the community is key. So be sure you’re making a regular practice of reviewing and sharing your data – both internally and externally. Doing so will position you for success, today and hopefully in the years to come.

Laurel Molloy is founder and Lead Trainer & Consultant of Innovations Quantified, a firm that has been helping nonprofits and foundations increase their impact through outcome-focused planning, measurement and reporting since 1999.