When the Numbers Don’t Tell the Whole Story

Collecting data with a clear purpose is an important first step. Once you know why you’re collecting it, you can now ask: What does this data actually tell us?
Nonprofits collect plenty of information about their work. Staff track participants served, events held, trainings delivered, community members reached, referrals made, resources distributed, and countless other activities. These numbers can provide useful information about what a program is doing and whether it’s reaching the people it intended to reach. However, problems arise when we expect those numbers to tell us something they can’t. A measure of activity isn’t automatically a measure of impact.
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