We all want to see PROOF that our work makes a difference, however small. Investors and donors want to see it. Volunteers want to see it. The public wants to see it. We all want to know that our work pays off.
That’s why it’s important to measure outcome.
Measuring outcome involves asking one main question:
What difference are you actually making to the beneficiary of your cause?
If you’re trying to help the environment, how is it different because of your work?
If you’re helping people, how are they better off?
Outcome ISN’T: the amount of money you raise for education.
Outcome IS: the number of students you put through school.
Outcome ISN’T: the number of recycling pamphlets you hand out.
Outcome IS: the number of people who become recyclers.
Some outcomes are easier to measure than others and some are quicker to realize than others.
Outcome measurement is especially challenging with advocacy, awareness, and prevention campaigns because the results are usually not immediate or even visible.
That doesn’t mean you shouldn’t launch such initiatives. But you might consider including activities within campaigns that have more immediate, measurable outcomes. After all, measurable success is key to building momentum and momentum is key to creating ideas that endure.