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Nonprofit organizations have feminine goals. Yet policy and regulation are requiring inappropriate masculine accountability that emphatically entrenches measurement. Trust is an appropriate feminine substitute for the masculine measurement embedded in traditional accounting. The question is how this trust can be assessed and communicated to funding bodies and other constituents? Qualitative methods for assessment and communication are advocated to attain this trust-accountability.

Outcome measurement procedures have been advocated recently as a means of eliciting better accountability and more effective program evaluation by non‐profit organisations. The principal benefits of utilising these techniques have not been appreciated widely, thwarting more widespread application. This paper analyses those benefits with a view to encouraging non‐profit organisations to embrace the opportunity to promote organisational learning.