How are we doing?

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Tris Lumley, New Philanthropy Capital
www.charitycomms.org.uk/events

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How are we doing?

  1. 1. Measuring and Communicating Your Impact Conference 29 June 2011CharityComms is the professional membership body for charity communicators. We believe charity communicationsare integral to each charity’s work for a better world.W: www.charitycomms.org.uk T: 020 7426 8877 1
  2. 2. Charity CommsMeasuring and communicating yourimpactHow are we doing?Tris LumleyHead of Development, NPC
  3. 3. What does impact reporting mean toyou? 3
  4. 4. What does impact reporting mean toyou? 4
  5. 5. What does impact reporting mean toyou? 5
  6. 6. Today is about helping you to drivechange• Why does impact reporting matter?• What does good impact reporting look like?• How are charities doing today?• Who is impact reporting for?• What do people want from charities’ reporting?• More importantly, what do they need?• How can we get there from here? 6
  7. 7. Why does impact reporting matter?• The new funding landscape Donors and funders want to know about impact• Public trust & accountability Beneficiaries & public need to know about impact• Managing for greatest impact 7
  8. 8. NPC’s research: Talking about results 8
  9. 9. Five key questions to communicateimpact• What is the problem we are trying to address?• What do we do to address it?• What are we achieving?• How do we know what we are achieving?• What are we learning, and how can we improve? 9
  10. 10. 100% How well are charities doing? 90% 80% 70%Average category score 60% 50% 40% 30% 20% 10% 0% Vision & strategy Overview & Outputs Problem & need Performance Outcomes activities 10
  11. 11. Common weaknesses• What’s the problem you’re trying to address? • Not saying how big the problem is • Not saying how much of it you’re addressing• What do you do to address it? • Talking about # ‘reached’ without any detail • Not breaking down activities and spending • Not showing how activities are coherent together • Not showing how activities contribute to mission • Focusing on internal activities 11
  12. 12. Common weaknesses• What are you achieving? • Not talking about outcomes at all • Only talking about outputs • Not connecting outputs to outcomes • Focusing on internal / non-mission achievements • Expecting a case study to communicate outcomes comprehensively 12
  13. 13. Common weaknesses• How do you know what you are achieving? • Not providing any evidence at all • Only providing evidence haphazardly • Relying solely on case studies • Not providing high quality evidence 13
  14. 14. Common weaknesses• What are you learning, and how can you improve? • Not providing any concrete objectives • Not acknowledging challenges or failure • Focusing on internal performance • Not relating performance to ultimate goals 14
  15. 15. But there’s hope… 15
  16. 16. WRVS• Outcomes 16
  17. 17. Children withLeukaemia• Evidence 17
  18. 18. Marie Curie• Performance 18
  19. 19. That’s all very well, but…• Who really cares about impact reporting?• What do they really want to know? 19
  20. 20. Who are impact reports for? Funders • Commissioners • Trusts & foundations • Major donors Organisation Stakeholders • Trustees • Beneficiaries • Management team • Volunteers • Staff • Media etc. • Regulators 20
  21. 21. What do audiences want and need? • WANT to know how you measure e.g. trusts & outcomes foundations • NEED to know what your outcomes are; how they compare to others e.g. board e.g. media • WANT to know about • WANT to know % admin cost finances • NEED to know your objectives, • NEED to know about achievements & failures results—achievements against objectives, progress against mission 21
  22. 22. What do the public want to know? 22
  23. 23. If we focused on what people want… 23
  24. 24. …focus on admin costs 24
  25. 25. …only tell (good news) stories 25
  26. 26. …not worry too much about thenumbers or the evidence 26
  27. 27. …show funders complicatedframeworks 27
  28. 28. …tell every donor exactly what theirdonation achieved 28
  29. 29. How can we discover more about whatstakeholders really need?• What do individual donors want/need?• What do trusts & foundations want/need?• What do public sector funders want/need? 29
  30. 30. What do individual donors want/need? 30
  31. 31. How can you understand and build ondonor motivations? 31
  32. 32. Institutional funders• Outcomes in funding applications, outcomes- based commissioning, payment by results• Some (too few) offer support for grantees to improve outcomes measurementBUT…• Unclear how this information is used• Funders rarely outcomes experts themselves• Unclear how charities supposed to make transition to outcomes-based funding 32
  33. 33. How can we get there from here?• Communications & fundraising need a bigger role in reporting• It shouldn’t be a transactional role• Try to start a dialogue with your funders 33
  34. 34. We need to use reporting to educate…• Grant funders about better reporting• Donors about sensible questions• Public funders about inputs vs outcomes• Our boards about outcomes-based vs financial decision-making• Peer organisations about our role 34
  35. 35. Is there hope for reporting?“I show new funders the stuff they ask for—the really boringdata. Then I say look at this really cool stuff, this is what welike to measure and report on.Look at what this tells us—these are the questions you’rereally interested in, right?” - Isaac Castillo, Director of Evaluation & Learning, Latin American Youth Centre 35
  36. 36. Introduction & contextCan we harmonise reporting? Funders • Commissioners • Trusts & foundations • Major donors Organisation Stakeholders • Trustees • Beneficiaries • Management team • Volunteers • Staff • Media etc. • Regulators 36
  37. 37. Introduction & contextWhat might we be aiming for? Funders • Reporting based on what organisation needs • Charge funders for additional reporting cost • Funding decisions can be made using comparable reported outcomes Organisation Stakeholders • Standard impact data • Transparent reporting of in management info challenges and successes • Regular impact review • Openness about at board level methodology and evidence • Impact reporting filters • Presumption of publishing all down to staff objectives evaluations & appraisals 37
  38. 38. How can you make progress?• Review your reporting today• Take a comms-led approach to improving it• Talk to your audiences about wants/needs• Test and learn • Donor segmentation based on behaviours • Start conversations with grant funders about reporting • Talk to similar charities about impact reporting 38
  39. 39. What help do you need? Board commitment & priority Leadership commitment to right culture? Sector commitment to donor education? Professional development on donor education 39
  40. 40. www.philanthropycapital.orgTris LumleyHead of Developmenttlumley@philanthropycapital.orgTel: 020 7620 4883 40
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