Who Needs to Hear What and Why?
Telling an impact story is about making sense of what has happened, valuing diverse forms of change, and sharing that learning with others in ways that respect context and complexity. Different audiences need different kinds of information. Many creative projects generate outcomes that are personal and often linked to emotion. These may not be easy to quantify but can be powerfully communicated through images, metaphors, or first-person accounts.
The starting point for telling an impact story is identifying purpose and audience:
- Who will use this story, and for what reason?
- What tone, format, and level of detail will best meet their needs?
- What story does the group want to tell about itself?
Being audience-aware means selecting and presenting information in ways that are relevant and meaningful. Engaging formats include:
- Illustrated storyboards or journey maps
- Short videos or audio clips of participant reflections
- Written case studies combining evidence and narrative
- Interactive maps or visual reports
- Curated exhibitions or blog posts featuring quotes, artwork, or photos
- Visualising EViD - which can help you visualise the impact story
An impact story should also reflect the reality of the work. This includes complexity, tension, learning, and surprise. Stories that overclaim or erase difficulty risk undermining trust and reducing the credibility of the work. To avoid this, consider:
- Including multiple perspectives where possible
- Acknowledging what did not work or what changed along the way
- Valuing small outcomes as well as larger ones
Impact stories should be shared in ways that are ethical, inclusive, and transparent. This includes careful attention to voice, consent, and representation. When preparing to share a story, consider:
- Have participants been informed and given a choice about how their input is used?
- Are images, words, or data presented with context and care?
- Does the story avoid tokenism, and reflect the diversity of contributions?
- Has credit been fairly given to those who contributed to the work?
Transparency also matters. Where impact data has gaps, where change was limited, or where the process shifted course, this should be acknowledged openly. Doing so builds trust and strengthens relationships with partners and stakeholders.
