During the Association of Fundraising Professionals (AFP) International Conference last week in Baltimore, the outgoing Chair of AFP offered a new definition of ROI: Results, Outcomes and Impact. While the words themselves can mean different things to different people, the message was clear. Donors want more than just a relationship with an organization and moreover, they want more than a testimonial or a picture. They want to know that their gift, or investment, has produced a tangible and meaningful result for the organization and/or its beneficiaries. This is certainly the case for more and more institutional funders, including foundations and corporations, and it is increasingly true for individual donors. 

If you are someone deeply involved in the nonprofit sector, you most likely receive daily emails, newsletters, or updates with some permutation of the following words: how to, nonprofit, survive, fundraising, downturn, results, and impact. It’s probably not a surprise that in this resource-constrained climate, many funders and donors are more targeted in their grantmaking and donating. They are demanding more data-driven results from grantees and less anecdotal evidence. In a recent survey, a group of 30-49 year-olds were asked to rank the importance of certain topics when considering donating through social media.

This great post over at the Manage by Walking Around blog shows how a focus on activities can distract you from creating the impact you desire – and how asking "why" and using outcomes focused metrics can make all the difference.