Human-Centered Approach to Data and Research

Read time: 3-5 min

👋🏾 Hey! I’m Sid and this is The Philanthropy Futurist, a weekly advice column preparing you for the future of the nonprofit sector. Each Friday, I tackle reader questions about measuring impact, driving growth, and managing your nonprofit.

This Week’s Newsletter at a glance:

• Human-Centered Approach to Data and Research

• Philanthropy News From This Week

• Sid’s Book Recommendation

Human-Centered Approach to Data and Research

Just a couple of months ago, I had the opportunity to meet Toni for the first time.

What brought us together was one of my favorite topics: Research and Impact Measurement

I asked a friend if he knew anyone doing meaningful work in data and impact across the Nonprofit sector— and Toni Cooper was the first name he sent my way!

Toni was kind enough to hop on an intro call with me, and that led to a deeper conversation about her insights and advice on the space, much of which I’m excited to share with you today:

Meet Toni…

Toni Cooper has worked in the homeless sector for over a decade, serving in both program and research roles. She began her career as a Case Manager supporting unhoused adults in Los Angeles, where she gained a deep understanding of the region’s continuum of care. That frontline experience combined with Toni’s passion is what led her into the world of data and impact.

Over the years, Toni has served as an Evaluator for programs supporting unhoused youth, children, and families that’ve been exposed to trauma. Her work has included roles at Children’s Hospital Los Angeles, Children’s Institute, Step Up, and currently, as Housing & Wellness Manager at My Friend’s Place. Toni’s motivation stems from her personal experience with a parent who struggles with addiction and housing instability. It’s her love for her parent and her faith that has grounded Toni in this great work to alleviate homelessness in Los Angeles.

What does a Data and Research person do?

Although Toni currently works in a program role, the bulk of our chat was about her past experiences in Data and Research. After talking with Toni, I walked away with a whole new appreciation for the space.

Surprisingly, the role is not just about crunching numbers. It’s about evaluating programs, refining internal processes, collecting data, analyzing trends, creating reports— and most importantly, helping people make sense of it all.

The role sits at the intersection of programs, research, and strategy. Yes, data and reporting are part of it— but that’s only one piece of the equation.

And when Toni did produce reports, her approach often shifted depending on the stakeholder. In her experience, the main audiences were the board, program teams, development teams, and the public. Each group needed something different.

Ultimately… this work is about identifying what matters, why it matters, and how it ties back to your mission.

Understanding Your Programs (and Fixing Broken Processes)

Toni was the first person to ever hold a data role at My Friend’s Place years back. This meant she had to build everything from the ground up— including data systems, reporting structures, internal processes, etc.

But before she started doing any of those things, Toni prioritized one thing first: Understanding The Programs

“I took time to sit with program staff, build rapport, observe how they worked, and ask questions,” she said. “You can’t evaluate something you don’t understand.”

As Toni took the time to learn the ins and outs of the programs, she observed a handful of things. During our conversation, she shared one particular example that stuck with me.

At the start of a program activity she was evaluating, Toni noticed a team member telling a group of young people, “Fill out the form the best you can.”

On the surface, it probably sounds harmless. But Toni realized the language was unintentionally giving the group permission to skip questions on the form. Particularly because of the words, “...the best you can.” So when the time was right, Toni later spoke with the team member and suggested a simple adjustment in wording: “Please complete the form.”

It was a simple change, but for data and research teams, these kinds of details can make or break data quality. In this example, if the form is incomplete, then the data is incomplete and therefore inefficient.

Don’t Ignore the Outside World

As our conversation went deeper into programs and process, Toni emphasized the importance of staying aware of external factors that can sometimes shape program data.

Her exact words: “You can’t be siloed.”

Even if you're knee-deep in spreadsheets, it’s critical to pay attention to what's happening in the world. Community dynamics, local events, and broader societal trends all influence program outcomes. Toni then went on to share a specific example:

“If we notice a lull in young people coming into My Friend’s Place… and there happens to be something going on in Los Angeles, I should know that because it helps inform the data.”

My takeaway: If you’re evaluating a program, but not paying attention to what your community is experiencing outside your walls, your data won’t tell the full story.

Tech and the Future

As we talked about the future of impact and tech in Nonprofits, the topic of AI came up, and Toni shared some thoughts.

“AI can help,” she said, “but it doesn’t replace human understanding.”

In her view, tools are only as good as the people using them. And even the best systems are meaningless without real empathy and connection to the communities being served.

Toni reminds us that impact work isn’t just about the systems we put in place— it’s about the mission you support and the communities you serve.

To follow more of Toni’s journey, you can connect with her on LinkedIn.

Until next time y’all ✌🏾

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Philanthropy News From This Week

• Data Visuals That Wow: 5 Easy Ways to Show Impact

• The State of Nonprofit Technology, Survey says

• American Federation of Teachers receives $23 million for AI initiative

• Save the Children receives $40 million for climate education project

Sid’s Book Recommendation

Each week, I recommend a book or film that has impacted my life in a positive way. My recommendation this week is:

Storytelling with Data by Cole Nussbaumer Knaflic

This book teaches readers how to communicate more effectively with data by transforming complex information into clear, compelling stories supported by thoughtful visual design. Storytelling with Data offers a systematic framework for crafting visual narratives that enable better understanding and drive meaningful action. Learn more.

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