Data in the social or nonprofit space isn’t a new concept by any means, but it’s one that begs to be explored much further. Most organizations know how to use the numbers to identify things like wealth disparity, food deserts, and other phenomena. The concept of social return on investment has existed for decades already. But the issue comes when figuring out exactly how impact is achieved – how we tell it’s working – which can be nebulous, indirect and tough to track.

Per our digital analyst, Sadie, “In paid advertising, it’s easy to know the impact of what my ads are doing based on the data, like my return on ad spend or sales. There are simple metrics that tell the analyst what is working. You have a funnel. You bring the audience down from awareness to conversion.” But the landscape is different for organizations with purpose-driven goals beyond sales. That same old funnel has value, but not necessarily the value these orgs need: meaningful, lasting community impact.

It doesn’t help that most social impact organizations have a little extra pressure. They must prove they are effective not just to stay afloat, but also to constantly maintain their credibility. That’s where measuring social impact comes into play. Every purpose-driven organization on Earth will have to prove their authenticity and follow through, sooner or later. These numbers are a concrete way for organizations to show they are doing the right thing. In this context, social impact data is how to show that change is truly happening.

Of course, defining social impact is a crucial piece of the puzzle, and it’s different for everyone. According to Sadie, “Impact takes place at home. I don’t know if it all takes place on the Internet. That’s where the real measuring problem comes into play. Impact happens when kids come home from school and talk to their parents and vice versa.” Being able to specify in advance the who, what, where and when of impact can lead you to the all-important why.

Speaking of “where”, how does the Internet play into this? To Sadie, social media and online platforms can be “the most amazing thing that can happen to social impact, and it can also really hurt. It can do both.” Tracking where people spend prolonged time and attention, rather than general awareness, may be “the first step to measuring impact” effectively in these spaces. As the pandemic pushed communities and activists online, knowing how these platforms contribute to progress and social movements will only become more important over time, even if it doesn’t account for the entire landscape of social movements.

This is a question we’ll be studying, solving and revisiting for years. But to make a difference, we must be willing to ask the tough questions that may result from this data, too. Did our outreach change anything? Did we really, directly support our communities? And if the answer is no, then how can these numbers point us in a better direction? 

In Sadie’s words, “The end goal is having something these companies and agencies can use to measure the impact they’re having. It’s something we can give to the world. I’m a believer that the more data we have, the better we can make decisions. We can make choices more efficiently and confidently. The more data we gather, the better we can serve these communities. It’s not just throwing darts at a board, but actually doing things with purpose.” 

If we want to empower nonprofits, government organizations, B Corps and anyone making a difference, then we need to cover more ground. We need to learn how to use data once we’ve got it, and we need be ready for all the change to come.

Vanity metrics are great, sure, but how can we measure real social change?

How to Measure A Movement

Tangible social impact data is like the holy grail for organizations aiming for real-world change. It can also be frustratingly elusive and hard to capture accurately. So, how do we fix that?

Regular

Overnight, the Texas House pushed forward SB7, a bill drafted in response to the record voter turnout in 2020. The bill, which you can read in full here, stands on the merits of maintaining “voter integrity” and insinuates that the recent changes in voting that helped accommodate more of the voting population left the election open to fraud. That claim has been debunked several times over, which means we have to ask why, really, this bill is being considered.

Here in Harris County, where most of our agency resides and votes, 2020 presented massive issues in an already polarized election. We were in some of the darkest days of the COVID-19 pandemic and voters were scared about casting a ballot when it meant risking getting sick. So measures were put in place that not only addressed the health concerns of the public but also opened up the voting booth to those who have otherwise been disenfranchised. 

24-hour polling locations meant that workers could leave a night shift and make their voice heard. Drive-through voting allowed those who are immunocompromised to limit their exposure while making sure their candidate got their vote. Expanded mail-in voting options and criteria meant that house-bound individuals were not left out of our voting process. 

All in all, it meant more people voting for the candidates and issues that matter to them. And that’s a good thing. It’s the premise of our voting system. It’s the foundation of our country. Losing an election and then hiding your concerns behind fabricated ideas of voter integrity is not only done in bad faith but it seeks to weaken our democracy. And we’re not going to sit here and let that pass by unnoticed. 

We, as the Black Sheep Agency, stand in opposition to the passage of SB7. The voting options that were expanded in the 2020 election meant more of our employees could vote in ways that felt safe and accessible to them. And we support any measures taken that bring more of our community, especially the Houstonians who have largely not been accommodated at the ballot box, to the polls. 

 We also encourage other businesses who call Texas home to speak up and speak out about this measure by directly contacting their elected officials. As County Judge Lina Hidalgo tweeted, this bill still has to cross many hurdles before it becomes law. Let your voice be that loud-as-hell hurdle that demands we preserve expanded voting access. 

The Black Sheep Agency Stands in Opposition to SB7

We as a Texas business would like to affirm—loud and clear—for all our State elected officials that we do not support the passage of SB7.

Speaking up and speaking out about the preservation of expanded, accessible voting rights 