On the road to becoming data-driven, collecting useful data starts with understanding why you need it.

Some data helps organizations demonstrate accountability to funders, boards, leadership, participants, and other stakeholders. Other data supports learning by helping staff understand what’s working, where challenges are emerging, and how programs might improve.

Often, the same data can contribute to both purposes. The important part is determine the role the data is playing.

Understanding the purpose of a metric is a first step. Programs staff may need to consider what the information actually means and what conclusions it can reasonably support. Attendance may tell you how many people showed up yet offers limited information about what participants learned or experienced. Likewise, collecting meaningful information has limited value if no one uses it to make decisions.

The Purpose-Meaning-Action Data Framework brings these considerations together so your team can examine whether the data you’re collecting is helping you understand and strengthen your work.

Try this exercise with your staff and let me know if it’s useful for you.

Objective:

This exercise is designed to help teams examine the purpose, meaning, and potential action behind the data they routinely collect.

This Activity Is For:

• Nonprofit program, evaluation, communications, development, and leadership staff who collect, review, or use organizational data
• Philanthropy staff who develop reporting requirements, review grantee data, or work directly with funded organizations
• Data and evaluation staff who want to engage colleagues in conversations about how information supports learning and decision-making

What You’ll Need:

Plan for approximately 50 to 60 minutes for this exercise. If your organization collects a significant amount of data, focus on one program, reporting process, survey, dashboard, or other manageable set of measures rather than trying to review everything at once.

For an in-person session, you’ll need:

• A current report, survey, data dashboard, tracking form, or list of metrics your team regularly collects
• Sticky notes
• Pens or markers
• Three sheets of flip-chart paper labeled Purpose, Meaning, and Action
• A timer

For a virtual session, you’ll need:

• A digital copy of the data collection tool or report you’re reviewing
• A shared virtual whiteboard, spreadsheet, or collaborative document
• Three sections labeled Purpose, Meaning, and Action
• A timer

Before the session begins, select approximately three to five data points for the group to review. Choosing a smaller number allows the team to examine each one closely instead of rushing through a long list.