Coaching the Accidental Evaluator: Making Evaluation Accessible and Meaningful
By Nora F. Murphy Johnson, PhD
Nov 5
In my journey as an evaluation coach and practitioner, I often meet professionals who have unexpectedly found themselves in the role of “evaluator.” Perhaps they began as social workers, community organizers, or educators, focused on supporting individuals and strengthening communities. Evaluation may not have been a part of their original job description, yet, over time, it became essential to assess the impact of their work and make data-driven decisions. These are what I lovingly call “accidental evaluators.”
The accidental evaluator is driven by a deep commitment to making a difference, not by a fascination with metrics, methods, or formal research frameworks. Their primary motivation is their work and the people they serve. Many are reluctant evaluators, unfamiliar with traditional evaluation processes, and sometimes skeptical of them. But they are also keenly curious about whether their efforts are effective — and that curiosity is a powerful foundation for impactful evaluation.
Why Accidental Evaluators Are So Important
Accidental evaluators bring something to the evaluation field that cannot be taught: a sense of purpose. They are not necessarily looking to become “evaluators” in the formal sense. Instead, they want to know how their work contributes to positive change. This perspective can be a catalyst for transformation in the field. Evaluators who are connected to the people, stories, and impact of their work bring a humanity that is sometimes lost in more rigid, method-heavy approaches.
Accidental evaluators often raise questions that go beyond numbers. They want to understand how programs feel to the people involved, what it means to create meaningful, lasting change, and how learning can be an ongoing, adaptive part of their daily work. They remind us that evaluation is not just about counting outcomes but about deepening our understanding of what truly matters to communities and individuals.
My Approach: Coaching for Confidence and Clarity
In coaching accidental evaluators, my aim is to meet them where they are. I want to build their confidence in the skills they already have, and help them develop a clear, actionable approach to evaluation that feels aligned with their values. Here’s what I focus on in our work together:
1. Embracing Curiosity Over Compliance
Traditional evaluation can feel daunting when presented as a set of strict requirements or complex methods. My coaching approach is to ground evaluation in the accidental evaluator’s natural curiosity. Together, we start with questions like, “What do you want to learn?” or “What impact do you hope to see?” This helps reframe evaluation as an organic part of their work — something that is about discovering rather than proving.
2. Simplifying Complexity
Many accidental evaluators feel overwhelmed by the technical aspects of evaluation. I help them navigate these challenges by breaking down complex ideas into accessible concepts. We talk about using storytelling, small qualitative methods, and basic tracking tools to measure what’s important without getting bogged down in statistical methods that may not be relevant to their context. By keeping things simple, I help them see that evaluation can be manageable — and even enjoyable.
3. Focusing on Values-Driven Data
Accidental evaluators often feel conflicted about traditional data because it can feel too removed from the people they serve. In our coaching, I emphasize values-driven evaluation, helping them align their data collection with their mission and values. This means focusing on data that speaks to the heart of their work, such as participant testimonials, observed changes in community dynamics, or the quality of relationships built. This approach ensures they’re capturing information that feels meaningful and relevant, not just measurable.
4. Encouraging Learning and Adaptation
One of the core principles of my approach is that evaluation should be a tool for learning and adaptation. Accidental evaluators are often leading programs that must be agile and responsive. Together, we create evaluation processes that are just as flexible, designed to provide quick insights for adapting strategies. This way, evaluation becomes a dynamic resource that fuels ongoing improvement, not just a final report.
5. Building a Community of Practice
Coaching accidental evaluators is also about connecting them with others who share similar challenges and goals. In my sessions, we create spaces for mutual learning and support. Whether through group coaching, online communities, or peer connections, I believe that learning from each other is essential. Together, accidental evaluators can inspire each other, sharing ideas and tools to make evaluation a source of empowerment rather than obligation.
From “Accidental” to Purposeful Evaluators
For me, coaching accidental evaluators is about honoring their unique strengths. These are people who bring their whole selves to their work and are motivated by values and relationships. My job is to help them realize that evaluation can be an extension of this purpose — a process that supports the work they’re already doing and helps them communicate its impact to others.
I see accidental evaluators as purposeful evaluators in the making. When they approach evaluation with a sense of purpose, they can create systems of reflection and accountability that honor the people and communities at the center of their work. They are the future of evaluation — grounded, compassionate, and committed to understanding what really makes a difference.
So, to the accidental evaluators out there: know that you have everything it takes to do this work. You don’t need to be an expert; you only need a curiosity to learn and a willingness to grow. Together, we can build an evaluation practice that feels as human and meaningful as the work you do every day.
Coaching, Courses, and Evaluation for transformation through aligning, learning, adapting, and embodying (ALAE). Visit Inspire to Change’s website to learn more. Ready to explore how we can create meaningful impact together? Schedule your free 30-minute session here!
