# The basics of impact measurement

> What impact measurement is, why it matters, and where it often goes wrong.

Source: https://narrate.works/resources-and-insights/impact-measurement-basics
Language: English (Nederlands: https://narrate.works/tools-en-inzichten/basis-van-impactmeting)
Publisher: Narrate (Narrate B.V.), https://narrate.works

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Guide

1 min read15 September 2025

What impact measurement is, why it matters, and where it often goes wrong.

For charities and non-profits, social enterprises and 1 moreImprovementAccountabilityBelongs to

For

[Charities and non-profits](https://narrate.works/with/nonprofit-leaders), [Social enterprises](https://narrate.works/with/social-enterprises), [Founders](https://narrate.works/with/founders)

Perspective

[Improvement](https://narrate.works/impact-management#improve), [Accountability](https://narrate.works/impact-management#account)

Phase

[Intelligence design](https://narrate.works/resources-and-insights?phase=intelligenceDesign), [Intelligence operations](https://narrate.works/resources-and-insights?phase=intelligenceOperations)

Keywords

[Indicator set](https://narrate.works/keywords#indicatoren), [Baseline study](https://narrate.works/keywords#nulmeting)

Impact measurement is about what your work changes, and for whom. That is different from counting what you do. Forty workshops are an activity. Participants finding work afterwards is an outcome.

## What it can give you

You can show what you did with money from a funder or investor. Your board decides on more than gut feeling. And the story about your mission gets something to stand on. Above all, you learn what works.

## Where it often goes wrong

1. You measure what is easy to count, not what matters.
2. Participants, volunteers and customers get too many surveys.
3. You only look at what went well.
4. The people it is about have no say in what counts.
5. A neat framework appears that nobody uses.

We see that last one a lot. A charity or startup writes a plan for the application or the pitch. Then it disappears into a folder. Measuring becomes something for the report, not for the work itself.

## How to start

Choose two or three outcomes you really want to follow. Set out in a theory of change how your work leads there. Pick one indicator per outcome, and use data you already have. Discuss the results in your team, not only in your annual report.

Your data won’t be perfect. It does get better when you use it to decide.

Photo: [Marc-Olivier Paquin](https://unsplash.com/@marco_paquin?utm_source=narrate&utm_medium=referral) via [Unsplash](https://unsplash.com/?utm_source=narrate&utm_medium=referral)

## Need specific guidance?

Get in touch for personalised support with your impact management question.