Non-profit organisations face increasing pressure to demonstrate accountability, impact, and alignment with funder priorities in today’s competitive funding climate. The days of good intentions are long past, and while non-profits have traditionally reported on outputs, government funders are increasingly requesting reporting against outcomes. Outputs are usually quantitative, for example, the number of clients assisted or the number of workshops held. Outcomes often include outputs, but the emphasis is on the long-term impact of a program. Outcomes focus on the overall impact on participants or the community and report changes in behaviour, knowledge, or actions.

The emphasis on outcomes requires a shift in thinking from simply counting services to considering the planning, structure, impact and evidence of a program or service. This is where program logic becomes essential, as it is the tool that connects all four aspects and enables a non-profit organisation to report on the effectiveness of its services.

Many non-profit organisations, even large non-profits, do not fully understand the power of social media to help them reach their goals. Nor do they understand the power of integrating social media metrics into their program logic. As a consequence, they are missing out on reporting on the full impact and power of their service delivery.

This article explains what program logic is, why it matters, how social media fits into it, and how to utilise social media metrics to enhance non-profit efforts.

What is Program Logic?

Program logic is a planning and evaluation framework that maps how a program’s activities are expected to lead to desired outcomes. It’s often presented in a diagram or table, showing the logical sequence from inputs (resources) to activities, outputs, outcomes, and ultimately, impact.

The basic structure of a program logic model includes:

● Inputs: Resources such as staff, funding, tools, or partnerships.
● Activities: What the program does — for example, workshops, outreach, training sessions.
● Outputs: Direct products of these activities, such as the number of events held or the number of people trained.
● Outcomes: Short- and medium-term changes or benefits, including increased knowledge, behavioural changes, or improved access to services.
● Impact: Long-term changes or societal improvements — for instance, reduced poverty, improved community health, or greater civic engagement.

A strong logic model not only helps design and manage a program, but it also clarifies how to measure success. It keeps everyone focused on what matters: change.

Why Has Program Logic Become So Important?

In today’s funding environment, nonprofits must not only demonstrate what they do but also show how it makes a difference. Donors, governments, and stakeholders are increasingly demanding accountability, transparency, and measurable results. Program logic provides the structure to demonstrate this.

Some of the reasons why program logic has become so important are:

1. Clarity and Focus: It forces organisations to think critically about how their work leads to change.

2. Evaluation: It sets the foundation for monitoring and assessing outcomes.

3. Strategic Planning: It helps teams prioritise activities aligned with goals.

4. Communication: It allows organisations to explain their value to funders, boards, and the public.

5. Adaptability: It provides a framework for adjusting strategies when outcomes aren’t being met.

In short, program logic connects mission to method, and method to measurement. As non-profits operate in increasingly complex environments, having that structure isn’t a luxury — it’s a necessity.

How Does Social Media Fit into a Program Logic Model?

Social media has become a vital component of how nonprofits communicate, engage, and deliver their services. However, it’s often treated as a separate add-on, rather than being fully integrated into the organisation’s theory of change.

In a modern program logic model, social media can play multiple roles:

● Inputs: Social media tools (e.g., platforms, content teams, social media managers) are resources.
● Activities: Campaigns, posts, live events, and engagement efforts are program activities.
● Outputs: These might include the number of posts, impressions, likes, shares, or videos produced.
● Outcomes: This may involve increased awareness, behavioural change, or greater participation in programs resulting from online exposure.
● Impact: Over time, the social media-driven activities can contribute to broader goals, such as improved community knowledge, mobilisation, or policy change.

Rather than treating social media as a promotional tool alone, program logic helps integrate it as a meaningful component of service delivery and impact generation.

What social media metrics should be collected in a program logic model?

Collecting data on Reach, Engagement, Conversion, and Sentiment is essential for building a strong program logic model, as these metrics provide concrete, measurable evidence that supports each stage of your program’s theory of change. Here's how they align with and strengthen a logic model:

1. Reach

These metrics show how far your message is traveling:

● Followers/subscribers

● Impressions

● Unique reach

● Page visits

Why it matters: 

Reach metrics, such as followers and impressions, help demonstrate the scope and visibility of your efforts.

In the logic model: 

These data points demonstrate the effectiveness of your program in disseminating messages and content, key outputs that reflect the implementation of activities.

Example: If one of your strategies is awareness-raising, high reach indicates that your target audience is seeing your materials.