The Nonprofit Taxonomy of Outcomes: [608998]

The Nonprofit Taxonomy of Outcomes:
Creating a Common Lang uage for the Sector
December 2006

WHY A T AXONOMY OF OUTCOMES ?

Outcome indicators for various pr ograms often reflect similar program goals. For example,
often changes in knowledge, attitudes, behavior, and status or condition of clients/participants and the
assessment of various quality-of-service characteristic s are sought. If various types of outcomes used
across a wide variety of targeted program areas are collected, reviewed for quality, and then
categorized into general areas, then the results are likely to be useful to nonprofits providing a wide
range of programs not included in the targeted program areas.
Such a taxonomy of outcomes with associated indicators can become a standard framework
that provides guidance and context, helping users learn what they need to know. For example,
although much information on program outcomes is av ailable from a web-based key word search, the
results are likely to be overwhelming in volume and be very time consuming to review for relevance.
And the search results might vary significantly if different key terms were chosen for the search.
A taxonomy, however, can provide a systematic li sting enabling a user to select appropriate
outcomes and outcome indicators for a program cons iderably more efficien tly. A taxonomy of
outcomes can help nonprofits think in a more structur ed way about how to measure their contributions
to society. Over time, this can help them not only better document program effectiveness but also
efficiently manage their resources.

DEVELOPING THE NONPROFIT TAXONOMY OF OUTCOMES

The Urban Institute and the Center for What Works have created a draft taxonomy of nonprofit
outcomes to provide a resource of candidate quality indicators and assist nonprofits in developing
outcome indicators and collecting outcome data.

While there is no shortage of outcomes and thei r indicators in some program areas, there is no
centralized grouping of them or assessment of th eir quality that could serve as a resource for
organizations that wish to develop outcome measurem ent systems. And because of the vast range of
programs in the voluntary sector, major gaps exist in the coverage of indi cators that have been
developed. The attached taxonomy attempts to provi de a way to help reduce this gap – for those
programs for which indicators are not yet available
The first step used in developing this taxonom y was to choose a number of specific program
areas and then identify program outcomes and indicators already in use and/or recommended. It is
often difficult to measure outcomes directly; theref ore, many indicators are proxies. For example,

2while tracking the extent to which avoidance of a certain kind of behavior has occurred can be
difficult, a client can be tested about the client’s level of knowle dge about why someone should avoid
that behavior. However, the degree to which in creased knowledge leads to the desired change in
behavior needs to be known before this increased knowledge can be deemed a “good” indicator of the
desired change in behavior. Without documentati on that when knowledge increases, a behavioral
change follows, a proxy may not be a useful a nd appropriate indicator of the outcome.
We collected information from a wide range of sources, from nati onal nonprofit umbrella
groups in the US, national accredita tion agencies in specific fields , and from national nonprofits with
local affiliates. They were asse ssed with thought about which ones were useful, relevant, and feasible.
We also considered outcome indicators that were seldom currently used but appear to be very
appropriate for inclusion.
An additional basis for identifying outcomes and outcome indicators is the use of outcome
sequence charts (also called logic models) for th e program – indicating wh at results a program’s
activities leads to desired outcomes?

Basic criteria for quality indi cators included ones that are: specific – unique, unambiguous;
observable – achievable, practical, cost e ffective to collect, measurable; understandable –
comprehensible; relevant – measure important dimension, valid, appropriate, related to program, of
significance, predictive, timely; time bound ; and reliable – accurate, unbiased, c onsistent, verifiable.

The most useful taxonomies tend to reflect th e manner in which the s ector itself organizes,
collects and reports the information. Although essent ial taxonomic principles of comprehensiveness,
mutual exclusivity of elements, and logical consis tency must be followed, a grounding is needed in
what is actually in use by pract itioners and what has worked for the specific program areas. Thus,
testing by stakeholders (including no nprofit staff; funders, both public and private; clients, participants,
and service users; and even the public , where appropriate ) is essential.

Outcomes and indicators were collected for fourt een different program areas to help inform the
development of the taxonomy. Lists of quality outcomes and their indicators were selected for program areas ranging from emergency shelter to youth mentoring to health risk reduction programs.
The outcomes for the various programs were review ed for common elements, which then became part
of the taxonomy. The development and refinement of the taxonomy w ill continue to be an iterative process, as
outcomes and indicators are collected for even more programs.

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Nonprofit Taxonomy of Outcomes (NPTOO)

I. P ROGRAM -CENTERED OUTCOMES

1) Reach

a) Outreach
Common Indicators: Percent of target constituency enrolled
Percent of target constituency aware of service Participation rate
Number of service requests/month

b) Reputation
Common Indicators: Number of favorable reviews/awards
Number of community partnerships Percent constituents satisfied/renewing

c) Access
Common Indicators: Percent of target constituents turned away
Percent of target constituents reporting significant barriers to entry
Percent of services offered at no charge

2) Participation

a) Attendance/utilization
Common Indicators: Acceptance rate
Percent of capacity enrolled/registered
Percent who enroll for multiple services/offerings Attendance rate Average attendance rate at events Percent of capacity filled at event
Number of subscriptions
Renewal rate Percent of subscribers who are also donors

b) Commitment/Engagement
Common Indicators: Percent who continue with program past initial experience
Percent of participants considered active
Percent of constituents u tilizing multiple services/offerings
Referral rate

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c) Graduation/completion
Common Indicators: Percent who successfully complete program
Percent who report immediate needs met Recidivism rate (back into program) Average length of time in program Percent who continue to next level

3) Satisfaction

a) Quality
Common Indicators: Number of favorable reviews/awards
Percent reporting improved attitude/feeling Constituent satisfaction rate Referral rate
b) Fulfillment
Common Indicators: Percent reporting needs met
Percent of target constituents served
Completion rate

II. P
ARTICIPANT -CENTERED OUTCOMES

1) Knowledge/Learning/Attitude

a) Skills (knowledge, learning)
Common Indicators: Percent increase in scores after attending
Percent that believe skills we re increased after attending
Percent increase in knowledge (before/after program)

b) Attitude
Common Indicators: Percent improvement as reported by parent, teacher, co-worker, other
Percent improvement as reported by participant

c) Readiness (qualification)
Common Indicators: Percent feeling well-prepared for a particular task/undertaking
Percent meeting minimum qualificati ons for next level/undertaking

2) Behavior

a) Incidence of bad behavior
Common Indicators: Incidence rate
Relapse/recidivism rate
Percent reduction in reporte d behavior frequency
b) Incidence of desirable activity
Common Indicators: Success rate
Percent that achieve goal
Rate of improvement

c) Maintenance of new behavior
Common Indicators: Number weeks/months/years continued
Percent change over time Percent moving to next level/condition/status
Percent that do not reenter the program/system

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4) Condition/Status

a) Participant social status
Common Indicators: Percent with improved relationships
Percent who graduate
Percent who move to ne xt level/condition/status
Percent who maintain current level/condition/status
Percent who avoid undesirable course of action/behavior

b) Participant economic condition
Common Indicators: Percent who establish career/employment
Percent who move to long term housing
Percent who maintain safe and permanent housing Percent enrolled in education programs Percent who retain employment Percent with increased earnings

c) Participant health condition
Common Indicators: Percent with reduced incidence of health problem
Percent with immediate positive response
Percent that report positive response post-90 days

III. C
OMMUNITY -CENTERED OUTCOMES

1) Policy

a) Awareness/understanding of issue
Common Indicators: Percent of target constituents aware of issue
Number of people reached through communications Percent of target constituents taking desirable action

b) Stakeholder support of issue
Common Indicators: Number of stakeholders convened
Percent of key stakeholders as partners
c) Influence on legislative agenda
Common Indicators: Number of legislative contacts
Percent of supporting votes secured Percent of legislators aware of issue
3) Public Health/Safety

a) Risk of threat
Common Indicators: Percent of public aware of issue
Percent of public taking precautions Number of options/contingency plans Time spent planning

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4) Civic Participation (to be developed)
a) Increase participation
Common Indicators Number of people participating in event
Percent increase in turnout Number of people volunteering

5) Economic (to be developed)

a) Increased opportunities
b) Support for economic growth/development
c) Economic sustainability

6) Environmental (to be developed)

a) Cleanliness
b) Safety
c) Aesthetics
d) Preservation

7) Social (to be developed)
a) Awareness of an issue
b) Incidence of undesirable activity c) Incidence of desirable activity
IV. O
RGANIZATION -CENTERED OUTCOMES

1) Financial (to be developed)
2) Management (to be developed)
3) Governance (to be developed)

Last u pdate: 12/200 6