What If We’re Not Really Making the Impact We Say We Are?
- Sheree Cannon
- Apr 8
- 3 min read
Updated: May 14
How to measure, message, and re-ground your mission in truth
Sheree Cannon | Nonprofit Strategist & Consultant | Author
© Sheree Cannon, author. All rights reserved.
Introduction
Every nonprofit talks about impact. We highlight it in grant reports, donor appeals, websites, and annual meetings. We describe how lives are being changed—because that’s the point, isn’t it?
But quietly, many nonprofit leaders ask themselves: Are we really making the difference we say we are?
It’s not always a crisis of honesty. Sometimes it’s a realization that output isn’t the same as outcome. Sometimes it’s a fear that data isn’t telling the full story. And sometimes, the mission has evolved—but the messaging hasn’t caught up.
This white paper helps you face those questions with clarity—not fear. You don’t need to prove perfection. You just need to lead from truth.
Why This Question Is More Common Than You Think
Founders and CEOs are often the last to say it out loud. But in closed-door meetings or late-night reflections, many wonder:
Are we tracking the right things?
Do our programs still meet the needs they were designed for?
Are we telling stories—or are we just repeating language we’ve used for years?
If we were audited tomorrow—by a donor, journalist, or community member—would our impact hold up?
These questions don’t mean your organization is failing. They mean your leadership is awake.
“Mission drift happens slowly—and so does misalignment between intention and impact.”
The Risk of Avoiding This Question
When impact is assumed—but not confirmed—nonprofits can drift into:
Fluffy storytelling with little substance
Grant cycles that prioritize volume over depth
Internal culture that loses sight of mission clarity
Donor relationships based more on emotion than evidence
Staff confusion about what success really means
The longer it goes unexamined, the harder it becomes to course-correct.
Five Ways to Re-Ground Your Organization in Real Impact
1. Revisit Your Theory of Change
Every organization needs a clear, current theory of change—how you believe your programs create outcomes, and why.
Ask:
Is our theory still accurate?
Are our strategies still designed to support this logic?
Do our staff and board understand and believe in it?
Even a one-page, simplified version can re-center your mission in truth.
2. Differentiate Between Output and Outcome
It’s easy to count how many people you served. It’s harder—but more important—to measure how they were changed.
Start with one core program:
What were the intended outcomes?
What changed as a result of your work?
What did you learn that you didn’t expect?
Even modest insight can sharpen how you evaluate and communicate impact.
3. Create a Culture of Learning, Not Just Reporting
Move away from reporting impact to look good, and toward gathering impact to grow stronger. That means:
Welcoming data that shows what’s not working
Using program evaluation to refine—not just justify—your work
Making learning part of board and staff conversations
Clarity doesn’t damage your brand—it builds your credibility.
4. Invite Feedback From the People You Serve
What would your clients or community say about your work—if asked honestly?
Use surveys, listening sessions, or small group conversations. Compensate participants for their time. Don’t just confirm what you believe—be open to what they need.
Let your impact narrative be shaped by those most impacted.
5. Rework Your Messaging to Reflect Real Progress
Impact doesn’t have to be dramatic to be valuable. Instead of grandiose claims, try:
Naming the specific transformation you’re seeing
Sharing one honest success paired with one honest challenge
Showing donors how impact is unfolding—not just what happened
Your message will feel more grounded, and your funders will trust it more deeply.
Conclusion: Your Mission Deserves Truth—Not Just Hype
You don’t have to have all the answers. But you do have to ask the right questions.
You’re allowed to pause and reexamine how you talk about impact—and how you measure it. Not because you’re off track, but because you want to stay aligned.
Because when you lead from truth, trust grows. And when trust grows, so does impact.
