The IllumiLab helps nonprofit organizations increase their impact by articulating, aligning, and measuring the Why, What, and How of their work. Every organization has a what, a how, and a why: what an organization does, how it does it, and why it does it. Your “why” is your mission, vision, and intended outcomes. Your “what” are your efforts – your strategies, programs, services, and tactics. Your “how” is made up of your processes and characterized by your quality. To measure, manage, and improve an organization’s performance requires attention to all three as well as to the culture within which all three exist. Using tools from performance management, evaluation, quality improvement, strategic planning, and change management, The IllumiLab helps mission-driven organizations define and align their Why, What, and How and develop the tools and processes to assess and improve that alignment.