Here's a great post from Jeff Bladt and Bob Filbin at DoSomething.org on the difference between data and metrics. Yep, they got 1.5 million YouTube views for their sports equipment donation video, but totally struck out when it came to donations. The moral of their story is: "...analyzing the data is the easy part. The hard part is deciding what data matters."
Bob Filbin's insights on the use of data by nonprofits are featured in Measuring the Networked Nonprofit, the book published last fall by Beth Kanter and Katie Paine, which devotes Chapter 3 to DoSomething.org. (Thanks for the image to The Musings of an Urban Christian) --WTP