How to stop accidental impact-washing in your charity: impact measurement made simple

No one sets out to impact-wash. It’s rarely about dishonesty; it’s usually a symptom of a system that has become too complex and disconnected from the frontline. You end up with vanity metrics, numbers that look impressive in a glossy brochure but fail to tell you if your service is actually changing lives.

Having been both a scientist and an operational leader, I’ve seen how easy it is for reporting to drift away from reality. This quick guide is about tidying your system to help keep your data grounded, human, and useful.

Want the deeper dive? Read the full guide: When Impact Measurement Misfires.

Five steps to a tidier, more robust impact system

If you suspect your data is becoming unclear noise, use these five shifts to get back on track.

1) Name your north star outcome

Be brave enough to name the one thing you actually exist to achieve. If a metric doesn't point directly to that goal, it’s worth questioning.

Try this: In your next leadership meeting, spend 15 minutes on one question: 'If we could only prove one thing to be true about our impact, what would it be?'

2) Co-create the evidence

Buy-in doesn’t happen at a board meeting; it happens on the frontline. Ask your staff and the people you support what better actually looks like to them.

Try this: Ask one consenting beneficiary this week: "What change has mattered most to you?" Their words often provide the why that your KPIs are missing.

3) Choose metrics that matter

List your current metrics. If you’re only tracking the things that always go well, you aren't learning. Track your early warning metrics.

Try this: Identify one surface metric you can swap for a more meaningful one this month.

4) Move training into the real world

Swap long slide decks and the data theory. Show your team how to use data to solve a problem they had yesterday.

Try this: In your next team meeting, look at one piece of data together and ask: "Does this help us make a better decision for next week?"

5) Be disciplined with ‘dead’ data

Every six months, look at what you’re collecting. If a metric hasn't sparked an action or a conversation in that time, and not required for a funder contract or your retention policy, its worth questioning.

Try this: Mark your calendar now for a data tidy in six months' time.

Next steps to improve your charity’s impact measures

You don’t need a fancy new platform to improve your impact measurement approach. You just need a tidy, agreed-upon set of measures and the habit of dropping the ones that no longer serve you.

• Want the deeper dive? Read the full guide: When Impact Measurement Misleads.

  
  

• Want to spot the gaps? Take my free 2-minute impact self-assessment.

  
  

• Stay Compliant: Always check your funder terms and your organisation’s GDPR/retention policies. In the UK, the Information Commissioner's Office is a useful starting point.

Change doesn’t start with a workshop; it starts with one honest conversation.

Let's Chat

Note: These insights are general guidance based on practitioner experience and are not legal or regulatory advice. Always review your specific funder contracts and data protection policies (e.g. GDPR) before making significant changes to data collection or retention schedules. Examples are for illustrative purposes only; no official affiliation with the organisations or tools mentioned is claimed.