As a nonprofit, it’s crucial to know whether your programs are making a real difference. To do that, you need to measure impact—but it’s not enough to just look at the numbers. You also need to understand the personal impact your organization is creating. That’s where combining quantitative and qualitative data comes in. By using both approaches, you get a fuller picture of how your organization is changing lives and creating lasting impact.
There are several ways organizations can start building out core metrics and evaluation processes. A great place to start is by defining a Theory of Change (ToC) for your organization and for each program. ToC is a tool that lays out how your nonprofit’s activities lead to your intended long-term outcomes. It’s like a blueprint that shows the connection between what you do and the outcomes you want to achieve. For example, if your ToC is designed to reduce homelessness, you can show how your shelter and ongoing support services are helping people find employment, permanent housing, and ultimately, financial stability.
When measuring impact, it’s important to track both the “hard data” (quantitative) and the “personal stories” (qualitative) that help you understand the full scope of your impact.
Measuring Quantitative Impact
Quantitative data is all about numbers — the outcomes you can measure and track over time that demonstrate your ToC. These are useful for showing the scale of your work and for reporting to funders, stakeholders, and the communities you serve. For example, if your nonprofit is focused on education or workforce development, your quantitative data can include:
Education Programs
Participant Demographics: Track the number of unique individuals served and their demographics (e.g., race, ethnicity, gender identity, free/reduced lunch status).
Participant Outcomes: These can include pre- and post-program gains in ELA/math, GPA, standardized test scores, and high school graduation/college enrollment rates.
Workforce Development Programs
Participant Demographics: Track the number of unique individuals served and their demographics (e.g., race, ethnicity, gender identity, age, disability status, income status).
Participant Outcomes: These can include outcomes like the number of FTE/PTE job placements, year-over-year job retention rates, number of employers, and employer industries.
Measuring Qualitative Impact
Qualitative data goes beyond the numbers to demonstrate the personal impact of your organization’s work. Below are some ways you can collective qualitative data.
Interviews and Focus Groups
Talking to people directly — whether through interviews or focus groups — gives you insights into the personal experiences and transformations that numbers can’t capture. For example, if your nonprofit is education-focused you can interview teachers to get insights on your program’s impact on individual student learning or facilitate student focus groups to ask them how their confidence, grades, or goals have changed because of your program.
Surveys
Surveys are great for gathering feedback. We recommend using a mix of measurable and open-ended qualitative questions. For measurable qualitative outcomes, you can use a Likert scale to gain insights on your program’s impact:
The program increased my confidence in my ability to excel academically.
Selection options: Strongly Agree, Disagree, Neutral, Agree, Strongly Agree
The interview skills I developed in the program helped prepare me for job interviews.
Selection options: Strongly Agree, Disagree, Neutral, Agree, Strongly Agree
On a scale of 1-10, how likely are you to recommend this program to others?
Selection options: 1 (very unlikely) – 10 (very likely)
For open-ended survey questions, you want to make sure your questions generate answers that capture and demonstrate the personal impact of your organization’s programs. These can include a wide range of questions, including:
How has the program helped you achieve your goals?
What positive changes have you experienced through the program?
What was the most valuable part of the program?
What can we improve on to make the program better?
Case Studies
If you have the time and capacity, creating detailed case studies for individuals who have gone through your program can also demonstrate your short- and long-term impact on the individuals you serve in a way that statistics alone can’t express. For example, a case study might follow one of your participants through their journey from their first day in your program to graduating high school or securing a job.
Combining Quantitative and Qualitative Data: The Best of Both Worlds
The real power comes when you combine quantitative and qualitative data. Numbers tell you the “what” of your impact, and qualitative data reveals the “how” and “why.” For example, if your workforce development program helps 80% of participants find work, qualitative data might show that participants feel more confident, valued, and optimistic about their futures. Funders and stakeholders will appreciate the hard data, but personal stories will help them connect emotionally to your mission.
Tracking impact isn’t just about collecting data – it’s about understanding how your work is making a real difference in people’s lives. By measuring both the numbers and the stories, you’ll get a much richer view of your program’s effectiveness. This balanced approach not only helps you prove your success but also guides you toward continuous improvement, making sure your organization is always learning and adapting to better serve your community.
Ostara specializes in helping nonprofits capture, track, and convey their key heart and head metrics. Contact us today to discuss your organization's unique needs!