FIRST THINGS FIRST
Why Impact Reporting Matters Now More Than Ever
The Charity Commission’s chief executive, David Holdsworth, has clarified that demonstrating impact isn’t just about ticking boxes anymore; it’s about building and maintaining public trust. In an article published in late 2024 he shares that research consistently shows that people care deeply about how charities spend money and achieve their purposes.
SO WHAT"S THE PROBLEM?
The Hidden Challenge in Impact Reporting for Charities
Here’s what I’ve learned from both perspectives: charities often struggle not because they lack impact but because they’re too close to their own story, often working with limited resources, and for many, they just haven’t considered impact reporting before.
When you’re deeply embedded in the day-to-day running of a charity, it’s surprisingly easy to overlook the significance of what might seem like routine achievements and how they might provoke support, endorsement and donations.
Common Roadblocks in Impact Reporting:
- Overwhelming amounts of data without a clear narrative thread
- Difficulty in quantifying qualitative impact
- Limited resources for professional reporting
- Uncertainty about what stakeholders want to know
FIRST THINGS FIRST
Turning Data into Stories That Matter
The sweet spot for impact reporting lies in storytelling. Through our work with purpose-driven organisations, we’ve discovered that the most compelling impact reports don’t just present data – they weave together a narrative that connects numbers with real-world change.
Best Practices for Impactful Reporting:
ONE:
Start with Your Core Mission
TWO:
Embrace Both Quantitative and Qualitative Impact
THREE:
Document the Journey, Not Just the Destination
Numbers matter, but so do stories. The most effective impact reports for charities balance statistical evidence with compelling narratives about real people and real change.
FOUR
Tell people about it
Remember this crucial insight: for every hour spent creating your impact report, set aside the same time for distribution. With studies showing that both B2B and B2C decision-makers increasingly focus on sustainable and ethical practices, getting eyes on your report should be a priority.
Remember, a single LinkedIn post won’t suffice. Your impact report represents significant work and insight—give it the distribution strategy it deserves.
Consider these distribution channels:
- Make your report prominently visible on your website, not hidden in a footer
- Share it with current stakeholders to strengthen existing relationships
- Use it to re-engage lost or lapsed supporters
- Create a sustained social media strategy with regular content pulls
- Include key findings in pitch decks and proposals
- Seek speaking opportunities at industry events and podcasts
- Connect with your local community through in-person events
Resource Alert!
Looking Ahead
The Future of Impact Reporting
The Charity Commission’s planned changes to reporting requirements present an opportunity rather than a burden. By making the impact more visible, charities can:
- Build stronger connections with supporters
- Attract new funding opportunities
- Inspire other organisations
- Strengthen public trust
Taking Action
Next Steps for Your Charity
Review your current impact measurement practices
Identify gaps in your documentation
Consider how to capture both planned and unexpected positive outcomes
Think about creative ways to present your impact story
FINAL THOUGHTS
Your Story Deserves To Be Told Effectively
As someone who straddles both the corporate and charitable sectors, I’ve seen how powerful well-crafted impact reporting can be. It’s not just about compliance – it’s about celebrating your achievements, learning from your experiences, and inspiring others to join your cause.
The time for being shy about your impact is indeed over. Your work matters, and your story deserves to be told effectively.
Need help crafting your impact story?
As a B Corp agency with extensive experience in impact reporting and a deep understanding of the charitable sector, we’re uniquely positioned to help you share your impact story effectively. Learn more about our impact reporting services below.
