The needs of non-profit organizations for accountability are no less than that of for-profit or public sector organizations, yet typically they allocate resources to front-line activities rather than organizational systems. A research and development project is being conducted that aims to develop a conceptual framework which would guide organizations in the non-profit sector in improving their decision-making and reporting performance through the adoption of business intelligence solutions. This paper uses and reflects on Action Design Research, a contemporary socio-technical approach that draws on action research and design research, as a means for framing the project's processes, products, and context. This paper contributes to the understanding of Action Design Research by reflecting on what it reveals about the case study and how related theories for ‘design and action’ such as small wins and user participation can be brought into the Action Design Research framework.