The Evolution of Evaluating Nonprofit Work Through Data

We’re seeing a shift from monitoring and evaluation, to learning and quality improvement. This reflects greater appreciation for the need for more dynamic and sophisticated understanding of root issues we aim to solve. Share on X

Rethinking How We Measure Impact

How do we know if a nonprofit is worth supporting?

Today, impact monitoring and evaluation are key. But it hasn’t always been this way—and the field continues to evolve.

Each generation has shaped the way we define philanthropic value. The Silent Generation often gave based on trust, legacy, or reputation—things like brand visibility, celebrity endorsements, and broad service reach.

In recent decades, however, focus shifted toward hard data. Donors began demanding proof of outcomes, ROI, and low overhead. While that shift added accountability, it also diverted resources away from programming and toward reporting.

Now, another shift is underway: from monitoring to learning. In this episode, consultant and founder of Public Profit, Corey Newhouse, walks us through this critical evolution.

Today’s key question is no longer just, “What did we do?” but rather:
Are we solving root issues, and are we learning and improving along the way?

From Data Collection to Meaningful Progress

Corey’s firm, Public Profit, helps mission-driven organizations gather the right data—not just for compliance, but for insightful decision-making.

She collaborates with groups of all sizes, from national philanthropies to local arts nonprofits. Her mission: to support organizations in creating change backed by both evidence and experience.

While quantitative data shows reach and consistency, it rarely explains why outcomes occur. That’s why qualitative data—like interviews, case studies, and focus groups—is essential. It adds depth to the numbers and captures the real human impact behind the metrics.

Aligning Program Strategy with Learning

One common challenge? Program alignment—especially when new opportunities or major donors push for change.

Should an organization stick with existing programs, or pivot to follow new funding?

The answer requires discipline. Nonprofits must balance openness to innovation with a commitment to their mission, vision, and theory of change (see Episode 1 with Aila Malek for more).

This is where learning-based evaluation is powerful. It helps teams stay mission-aligned and gives donors confidence that their support fuels progress, not just activity. (See also Episode 20 with Ryan Oliver for tips on using a “Decision Tree” to guide those decisions.)

Listening as a Path to Improvement

Evaluation isn’t just about checking boxes—it’s about listening, learning, and improving. Tools like surveys, interviews, and observation offer rich insight into what’s working and where to grow.

Even if you can’t implement every suggestion, actively listening matters. It builds trust and accountability far more than data alone.

More than hitting targets, meaningful evaluation means asking: What can we do better next time?

Gathering a Strong Sample (Without Overwhelming Participants)

To get useful data, respect your participants’ time. Set clear expectations:

• How long will this take?

• What’s the purpose?

• What will participants receive in return?

Simple tokens—like gift cards, event access, or a follow-up summary—can make a difference. And always aim to collect actionable data. Don’t just reinforce what’s broken. Instead, focus on what can be improved.

Questions Every Nonprofit Should Ask

If you lead or support a nonprofit, reflect on these:

• Why are things different than we want them to be?

• What are we trying to shift—and why?

• What are we asking donors to invest in?

• What will success look like?

• How do we know we’re moving in the right direction?

• What lessons are we learning?

By shifting from a mindset of monitoring to one of learning and quality improvement, nonprofits can go beyond compliance—and toward transformational impact.

Final Thoughts

The way we evaluate nonprofit work is changing—and that’s a good thing. When we combine data with dialogue, and metrics with meaning, we tell richer stories, build deeper trust, and create space for real progress.

🎧 Listen to the full episode to hear more from Corey Newhouse on how your organization can evolve its evaluation practices—and use data to grow smarter, not just louder.