Stories first, data second: transforming your impact narrative with simpler and more meaningful evaluation

Storytelling is a vital tool for demonstrating your nonprofit’s impact and connecting with stakeholders. However, many organizations fall into the trap of focusing solely on outputs—the immediate, easily quantifiable results of their activities. While outputs are important, they often fail to convey the deeper, more meaningful changes that occur as a result of a nonprofit’s work. To truly tell the story of how an organization changes lives, it’s essential to focus on outcomes, leveraging your metrics to create powerful narratives. 

Outputs vs. Outcomes: Understanding the Difference 

Outputs are the direct results of activities or programs. For example, a housing nonprofit might report the number of affordable housing units made available in a year. These numbers are valuable for tracking productivity and operational success, and to show funders how their support was used.  

Outcomes, on the other hand, reflect the changes or benefits that result from these programs. For instance, beyond counting the housing units made available, a nonprofit might measure, through tools like surveys and interviews, how these units have improved residents’ quality of life, health, or financial stability.  

While outputs provide essential data, they lack the depth to tell the full story of your nonprofit’s impact. Focusing only on outputs can miss the broader picture and the human stories behind the numbers. Knowing that 50 affordable housing units were made available is impressive. Go beyond and tell us about the lives of the people who now live in those homes. 

By highlighting outcomes, organizations can share personal stories of transformation, making the impact more relatable and compelling. These stories evoke emotions and drive home the importance of your organization’s mission. 

Integrating evaluation metrics into Storytelling 

1. Diversify your data: Ensure that both outputs and outcomes are measured. For example, track not only the number of affordable housing units made available but also improvements in residents’ health and financial stability. This does not mean you need to collect many different types of data. Focus on three to five key metrics that tell the story you want to tell. As Compass Creative says, “Don’t measure everything, only what you treasure.” 

2. Use Mixed Methods: Combine quantitative data (outputs) with qualitative data (outcomes) for a richer narrative. For instance, present statistics on job placements alongside success stories of individuals finding meaningful employment. While quantitative measures for outcomes are ideal (e.g., increase in wages since obtaining stable housing, self-reported changes in feelings of self-reliance), qualitative impact stories and quotes also do an effective job of illustrating your story, especially as you develop capacity for tracking more complex metrics. In short, you don’t have to wait to have a robust Monitoring & Evaluation system to report outcomes.  

3. Share Longitudinal Stories: Follow up with beneficiaries over time to capture the lasting impact of your programs. This approach provides a more comprehensive view of how the nonprofit’s work has influenced lives. Check in with prior clients or participants one, three, and five years out. This will show the short to mid-term changes your work helps produce (aka, outcomes).  

A quick example 

Consider a housing nonprofit that traditionally reports, "This year, we made 50 affordable housing units available." While this is an impressive output, it doesn’t capture the essence of the organization’s impact. Instead, the narrative could be, "This year, 50 families found a safe and stable place to call home, which has led to improved health, better educational outcomes for children, and increased financial stability." This outcome-focused story connects the program’s outputs to meaningful life changes, illustrating the true value of the nonprofit’s work. 

Practical Steps  

1. Define Clear Outcomes: Identify the changes or benefits the organization aims to achieve. Again, three to five key indicators is enough, and only measure those that you treasure.  

2. Regular Evaluation: Conduct regular evaluation activities to track both outputs and outcomes. Simple surveys and check-ins with participants at key stages of your program are enough to start.  

3. Equip Staff: Ensure staff understand the importance of outcomes and are equipped to collect this data. Sharing a “fundraising mindset” with staff helps make this more purposeful for busy programs team, as it shows the importance of tracking outcomes to keep programs sustainable.  

4. Communicate Impact: Use the data collected to craft compelling stories that demonstrate the nonprofit’s true impact. These stories, with the permission of participants, can also be shared via grants, but also newsletters, social media, and annual reports.  

In short... 

Leveraging evaluation as a storytelling tool transforms data into compelling narratives that highlight an organization’s true impact. By balancing clear outcomes and outputs, conducting regular evaluations, training staff, and communicating impact effectively, you can reflect both the quantitative and qualitative dimensions of your success. Ultimately, this approach helps illustrate the real-world benefits of programs, fostering greater connection, trust, and support from communities and funders.