Data to Donations: How Measurement & Evaluation Drives Fundraising Success

It’s no longer enough to say your program is making a difference. Today’s donors want to see the results. In an increasingly outcomes-focused funding landscape, measurement and evaluation are not just buzzwords. They are critical tools for building donor confidence and sustaining long-term support.

At Maribeth Canning Consulting (MCC), we encourage every nonprofit to integrate measurement and evaluation into their fundraising strategy. This work not only satisfies funders, it also helps clarify your organization’s impact, improve programming, and inform better decisions.

Donors Are Demanding Proof

Across the philanthropic sector, one trend is clear: donors want evidence that their dollars are making an impact. Whether it’s a major gift, a corporate partnership, or a grant proposal, funders increasingly expect nonprofits to share measurable outcomes tied to stories of impact.

Strong measurement and evaluation practices can help nonprofits:

• Demonstrate the efficacy of their work in a clear and credible way

• Build trust and transparency with funders, partners, and stakeholders

• Refine programming and make data-informed decisions that improve outcomes

• Stand out from the competition in a crowded fundraising landscape

One Size Doesn’t Fit All

Not every nonprofit program is designed to produce the same kind of data. Different services and missions require different approaches to measurement.

• Direct service programs may track metrics like number of clients served, meals delivered, or housing placements secured.

• Advocacy efforts might be evaluated through policy wins, coalition strength, or media reach.

• Educational or behavioral programs could assess knowledge gains, skill-building, or long-term outcomes for participants.

The most important step is to determine what success looks like for your organization. Then identify the best methods to track and express it. What matters is not how many numbers you report, but how meaningful those numbers are to your mission, your community, and your donors.

Make It a Team Effort: Form an Impact Committee

Often, the best way to take on this measurement challenge is by forming a measurement and evaluation or impact committee to make this work consistent and collaborative.

This group can:

• Develop or review your evaluation frameworks

• Determine what data needs to be collected and how

• Analyze and interpret results

• Translate findings into powerful donor communications

An impact committee doesn’t need to be large or highly technical. It simply needs to be committed to helping your organization measure what matters and tell your story with clarity and integrity.

Use Data to Tell a Compelling Story

Measurement and evaluation should enhance your fundraising materials, not overwhelm them with statistics. The key is to translate your impact into language that resonates with donors.

This might include:

• Pairing quantitative results with a strong client quote

• Showing cost-per-outcome for a specific service

• Using before-and-after data points to demonstrate progress

When data is used with purpose, it doesn’t just inform. It inspires.

Get Started with a Free Resource

Want to build a stronger culture of measurement and evaluation at your organization?

Check out the free download available on our Resources Page. Our Funding Priorities Template in particular is a great place to start. It includes a section for measurement and evaluation, designed to help you define how each program or funding opportunity will track and communicate its results.

Looking to strengthen your measurement and evaluation strategy as part of your fundraising efforts? We’d love to help. Sign up for a free troubleshooting session to tackle this challenge today.