Cross-Sector Insights: When Data Isn’t the Answer
Just because it’s on a dashboard doesn’t mean it’s driving the mission.
Saturday Extra. I initially said I would only publish on most weekdays, but this topic has been talking to me, so I wanted to share. Feel free to add your thoughts in the comments.
Like media organizations, high-functioning nonprofits are—or at least should be—obsessed with data. Over my seven years at Lehigh Valley Public Media, I sat through more meetings than I can count where we reviewed KPIs, dashboards, benchmarks, and charts.
We talked to colleagues at other stations.
We brought in outside experts.
We tried paid platforms.
We tried free ones.
We debated colors, fonts, and refresh rates.
And often, we spent more time collecting and formatting the data than we did using it.
I’ve seen the same thing happen in media: monitors everywhere spitting out real-time engagement stats, but no consistent connection to decision-making. The data looks impressive. It feels important. But if it isn’t informing strategy—or better yet, tied directly to mission—it’s noise.
The hard truth: A beautifully designed dashboard doesn’t guarantee clarity.
Data isn’t self-executing.
And metrics alone don’t lead.
What I’ve learned—across both newsrooms and nonprofit teams—is that the most powerful use of data happens when we ask:
👉 What does this mean for our mission?
👉 What action does this demand from us?
👉 How can we make this relevant to the people doing the work?
Otherwise, your data isn’t telling a story—it’s just decoration.
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