In our last blog we talked about the way we tell the stories about how our mission and the aspects we emphasize can significantly impact our effectiveness. We described a common pitfall being to focus too heavily on outputs – the tangible products of your work – rather than outcomes, the actual changes or benefits resulting from your efforts.
You can read this entry in its entirety HERE.
So, now let’s consider how we can SHIFT THE FOCUS FROM OUTPUTS to OUTCOMES.
- Measure What Matters. Start by identifying the key outcomes you aim to achieve and develop ways (metrics) to measure them. This might require new data collection methods or analytical tools but is crucial for demonstrating impact.
- Tell Transformative Stories. When communicating with your donors, share stories that highlight the change you are creating. Use case studies, testimonials, and real-life examples to illustrate how your mission has made a difference.
- Engage Stakeholders in Outcome Planning. You might say, I don’t have time for this…big mistake! Involve team/staff members, beneficiaries, and key donors in a discussion about desired outcomes. This inclusive approach not only helps refine your goals but also builds a sense of shared purpose and commitment. This is one of those times when two heads being better than one, really pays off.
- Report Impact Regularly. Don’t just wait for the time of an appeal or a special “ask”, use your website, social media, and reports to regularly update donors on the outcomes of your work. Visual aids like infographics, short clip videos, and strong pictures can be particularly effective in conveying your information.
- Align Activities with Outcomes. Ensure that all your organizational activities are aligned with your desired outcomes. This might mean reassessing current projects and making necessary adjustments to focus on what truly makes a difference.
In a world where donors are more discerning and impact-focused than ever, emphasizing outcomes over outputs can significantly enhance your organization’s appeal and effectiveness.
By demonstrating the real-world changes your work brings about, you build stronger connections with your supporters, enhance your credibility, and ultimately, further your mission.
Shift the focus from what you do to why it matters, and watch your organization’s impact grow!
John V. Clark, President/Partner
The James Company
(815) 353-8997
Email: jclark@jamescompany.com
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