If you are a nonprofit executive, you are certainly familiar with the idea of a “strategic plan.” A group of board members get together, sometimes for a day or a weekend, to chart out a plan for the organization for the next few years.
While strategic planning has become a profession in itself, what comes after the strategic plan can be where things break down for an organization. And this can happen even if the organization is successful at executing all the strategy decided upon during strategic planning. This is because strategic planning tends to focus on what an organization hopes to accomplish. If an organization wants to know if their activities are actually bringing those outcomes to fruition, they need to get into the business of evaluation.
But how do we go about evaluating our success at executing a plan? Here is one four-step framework you can use for evaluating your organization’s success in light of their strategic plan.
Step 1: Translate strategic goals into measurable outcomes
Quantify, quantify, quantify. It is easy to walk away from strategic planning jazzed about the potential future outcomes, but if nothing can be measured from those efforts a few years later, then how do you know that you did anything in the first place?
I am going to use an example of a hypothetical nonprofit whose board has decided that “improving housing stability” will be the focus of its strategic plan. What are a few ways that this strategic goal can be translated into measurable outcomes?
The economist in me focuses on housing cost burden: take the population the nonprofit is serving and see how many people the organization can get to where their housing costs are less than 30% of their total income. You could also use outcomes like reducing rates of homelessness, reducing evictions, reducing nonpayment of rent, or increasing length of stay at a given home.
Sometimes these are laid out in a strategic plan. Often they are not. If they are not, it may take collaboration between board members, executives, and clients to decide exactly which quantitative measures best capture the goals and resources of the organization. An organization working to reduce housing cost burden could undertake very different activities than an organization working to reduce homelessness.
Step 2: Map activities, outputs, and outcomes
For those of you who are familiar with logic modeling, this is probably ringing a bell to you. A good way to then connect your organization’s work to your strategic plan’s goals is to map activities to outputs then eventually outcomes.
Activities are the specific programs that are carried out by an organization. Outputs are the direct results of those activities. Outcomes are the broader impacts that come about from outputs that are not directly controlled by the organization but that the organization wants to bring into being.
So for instance, our hypothetical nonprofit could have adopted the goal of promoting housing stability, then the executive director could have determined that “reduce the number of people experiencing homelessness” is a good measurable outcome that follows the goals of the board. The organization then undertakes an activity of providing permanent supportive housing to homeless residents of a target community. The output would be the number of people housed by the program. The outcome of interest would be the number of previously-homeless people who then do not experience homelessness over the upcoming year.
As you can see, the activities of the organization bring about outputs, which then bring about outcomes that tie into the organization’s strategic plan.
Step 3: Estimate impact
It would be a mistake at this point to say that we have now determined how successful the organization has been at carrying out the strategic plan. This is because no nonprofit provides services in a vacuum. Ultimately, the goal of a nonprofit organization is not to just be associated with outcomes, they want to make these outcomes happen.
Let’s make this a little more concrete. So say our hypothetical nonprofit program director was choosing people to stay in its permanent supportive housing program. She finds a group of people who have above-average income who recently lost their homes to a hurricane. They are living in fairly nice hotels right now, subsidized by support from their local government. You would imagine once these people get housing again, they will likely be housed continuously for the next year. If she brings those people into her permanent supportive housing, the outcome of homelessness will not show up, but it likely had little to do with their actions. These people would probably have overcome their homelessness anyway.
This is why approaches like randomized controlled trials and quasiexperimental methods are so vital to social programs. An effective nonprofit goes beyond outcomes to determine the real outcomes brought about by their work.
Step 4: Use evidence to improve decisions
If you have done step 3, you now have an incredible tool: knowledge of what does (or does not) advance the goals of your strategic plan. With this information, you can tune up programs to make them more effective, make the case to funders about programs that are already successful at a smaller scale and could use more resources to scale up, or reallocate funds from programs that do less to advance the goals in your strategic plans to goals that are working more.
Consider our hypothetical nonprofit. If they evaluate their permanent supportive housing program and find that it reduces homelessness by 25% against a control group of similarly-situated people, the executive director may want to put more resources into the permanent supportive housing program than on more treatment-focused programs that aren’t showing much success in reducing homelessness.
A good strategy for nonprofits is to put a lot of evaluation dollars into new programs, less into programs that are tested already on a smaller scale, and a minimum amount of evaluation on large programs that have been well established. This ensures that programs with strong evidence are scaled up and new approaches are tested for effectiveness against the goals of the organization.
Make evaluation a part of your strategic plan
Ultimately, a strategic plan without evaluation is a plan without teeth. What is measured is what matters, and if activities are living in a world divorced from their outputs, outcomes, and the reality on the ground, then the strategic plan is an aspirational document and a wasted Saturday for busy board members. On the other hand, an executive director can take a strategic plan, turn it into measurable outcomes, map activities onto outputs then onto those outcomes, find the real impact of those activities, then use them to advance the plan her board of directors set in motion. And that is what I would call an effective strategic plan.
