Share your findings

Measurement efforts don't exist in a vacuum. We collect, refine, and analyze data for a reason - to share it. What good does having information if it's not used?

When we are sharing data, we are telling a story. And every story is told for a reason. Fairytales began as cautionary tales to prepare children for the world (and to scare them a bit too, if we're being honest). Movies and books often have the purpose of entertaining and connecting us to our emotions and imagination. Testimonials are meant to show people that they can trust and build a connection with a person or an organization. In sharing your findings, you also have a reason to do so, and being clear about that reason will support you in deciding how you want to tell that story.

That's why your presentation to the board of directors is not the same as the one for volunteers, for example. Those situations not only have different audiences, but they likely have different calls to action. It can even be that the data in itself, the numbers or the words, are the same, but how you talk about them is different.

One way to identify the reason behind sharing that data with that audience at that time is to answer this question: after receiving that information, what do you want people to do with it? Maybe it's making a programmatic decision, maybe it's donating to your organization, or maybe it's verifying if your organization is reaching its goals. This understanding will guide which information you share and how.

I want to be very clear here: we're not talking about manipulating information to tell a story that doesn't quite match reality. We are talking about using the data effectively. Each audience and each call to action requires a specific set of information that will support them in understanding and taking that action. A team that is considering starting a new program needs different information and context than a donor that is deciding between donating one time or monthly.

When you're preparing to share your findings, consider the following questions:

• Why is your audience engaging at this time?

• What are the key takeaways they should leave with?

• What questions they might have?

• What are their preferred methods of receiving information?

• What is the action you want them to take?

• How easy is it to take that action?