Creating impact materials can seem daunting, but it’s an essential way to communicate the value of your work. Whether you’re a nonprofit, a social enterprise, a research network or a funder, effective visual impact materials can showcase your work to the communities you serve, your stakeholders, investors and beneficiaries. These materials can range from infographics and visual summaries to long reports and interactive presentations.
With the right guidance, creating impact materials can become a straightforward and enjoyable process.
In this blog, we explore key considerations and share case studies on creating effective visual impact materials for your organisation.
What are effective visual impact materials and why does your organisation need them?
Simply put, visual impact materials are documents you can use to articulate the social, economic and other impact catalysed by your organisation. They can communicate your organisation’s purpose and objectives, activities, outputs and outcomes, as well as the economic and social value you deliver.
Traditionally, impact materials are created in the form of annual or quarterly reports showcasing an organisation’s achievements to stakeholders, maintaining trust, reporting on progress and sometimes seeking additional funding.
supporting and complementing detailed reports, and engaging people with appealing material which is less daunting to read than a full report – but generates interest in your work
highlighting your organisation’s unique services, values and long-term goals
showcasing achievements of your organisation or its programme(s)
lobbying for policy change
advocating for donor support
supporting bids for contracts and/or ‘market engagement’ activities with public service commissioners
These are just a few of the many reasons why organisations benefit from creating impact materials.
Let’s dive into some best practices for developing effective visual impact materials that showcase your organisation’s work.
Key considerations for creating effective and visually appealing impact materials
1. Know your audience and tailor your message
Clearly defining your audience is crucial when creating effective impact materials. Once you understand who your audiences are, along with their motivations for being interested in your organisation’s work, you can tailor your message to align with their interests.
Depending on whether you are creating impact materials for donors, government stakeholders or community members, you can adjust your tone and emphasise the aspects of your impact that resonate most with each group.
For example, we developed a two-page visual impact summary for Inn Churches, a charity based in Bradford, UK. The goal of this summary was to advocate for the inclusion of food security in Rotary International’s agenda. To achieve this, we tailored our message to highlight how food security aligns with and enhances Rotary’s existing manifesto and areas of focus.
Snippet of the impact summary for Inn Churches for Rotary International
2. Choose your format
Once you know your audience and have defined your key message to them, it’s essential to consider how to best present this information. Traditionally, long impact reports are prepared for funding organisations, but this doesn’t always have to be the case.
You can also create engaging and more accessible materials to accompany and complement the main report such as digestible summaries, animations, social media posts and presentations among others. Some organisations also create short-form materials on a monthly basis so they can communicate more frequently in between a lengthy, annual report.
For example, for the Game Connect programme of the Olympic Refuge Foundation we created a concise and engaging four-page infographic to accompany their comprehensive 50-page evaluation report.
This shorter visual document highlights the context, provides an overview of the programme and showcases the positive impact on the individuals reached through the programme.
Snippet of an effective and visual impact material for Olympic Refuge Foundation’s Game Connect programme
Moreover, key messages from the visual summary were selected and turned into an engaging social-media friendly format: a LinkedIn carousel. This further enhances the versatility of dissemination, depending on the audiences’ time to engage with the information.
Click on the image to see the LinkedIn carousel created for Olympic Refuge Foundation
3. Select an appropriate time
You don’t need to wait until the year’s end to launch your organisation’s impact materials. Instead, consider releasing them at key milestones, such as completing set goals or marking your organisation’s anniversary, to maximise their visibility and reach.
If, like most social enterprises and charities, your organisation’s entire purpose/raison d’être is to create impact then you will need to measure, manage and report on your impact on an ongoing basis – telling someone about your impact shouldn’t be an annual “scramble” for data.
Jamie Veitch, Communications specialist & Research Retold associate
Launching at relevant conferences is also a valuable strategy, as it provides direct access to your target audience. With a visually engaging impact material in hand, you can showcase your organisation’s achievements in person with more confidence. For example, the impact summary we produced for Inn Churches was showcased at a major Rotary conference, the District 1040 Conference in Scarborough.
Key content components to include in your impact materials
Creating effective and visually appealing impact materials means structuring your information thoughtfully and positioning each section for clarity and engagement. Since no one knows your audience or the impact of your work better than you and your team, consider these components as a guide for presenting your organisation’s goals and impact.
1. Context
Begin with an overview of the issue your organisation is tackling. Explain how it affects people locally, regionally, nationally or globally.
Use relevant statistics to convey the urgency needed to address the problem. If you’ve conducted a needs assessment or other evaluations, sharing those findings can help highlight the significance of the problem.
For example, in an impact report for Salad Money, we presented statistical data in a clear, accessible format aligned with their brand guidelines. The data on the page provides a compelling context for the issues Salad Money addresses through its programme.
Snippet of the impact report for Salad Money
Research Retold designed a short report based on our analysis of millions of open banking transactions, a double page spread about Salad’s social impact which needed to fit within our Ethex prospectus, and our 2024 social impact report. Their designer worked seamlessly with our editor, took great care to understand our requirements and injected design flair and creativity.”
Tim Rooney, chief executive of Salad Money
2. Organisational overview
Providing a concise overview of your organisation’s mission, values and focus areas helps all readers (new and familiar) better understand your work. Mentioning key funding partners adds credibility and acknowledges their support. A personal message from an executive can also convey gratitude, fostering a sense of connection with your supporters and participants.
For instance, in Better Connect’s impact report, we included a message from the CEO. This message highlights the charity’s core strengths and the critical role of partner organisations, team members, and participants in achieving their mission. Additionally, we incorporated quotes from team members and participants to humanise the report and convey authentic voices from within the organisation.
Snapshot from Better Connect’s 2023 impact report we collaborated on
3. Data visualisation and branding of your effective and visually appealing impact materials
Use your programme’s standout data from your programme outcomes and turn them into eye-catching graphics. When using graphs, ensure each has a clear title nearby to avoid misinterpretation.
Think beyond quantitative data. Testimonials from beneficiaries or target groups can add a personal touch, highlighting the real-world impact of your work. Moreover, if you have photos from programme visits or workshops (with permission to use them), these can help humanise your story, allowing readers to connect with your work on a personal level.
Consistency is key – if your organisation has brand-specific icons, colours or motifs, integrate them throughout for a cohesive look. These elements can help your impact materials stand out while authentically reflecting your organisation’s work and style.
To capture the full scope of a programme’s impact, it’s essential to look beyond standard KPIs and incorporate both quantitative and qualitative insights. Traditional KPIs such as participant numbers, timelines, or costs are valuable, but they often fall short in conveying the programme’s indirect effects. However, when highlighting indirect outcomes, ensure claims are realistic and backed by evidence to maintain credibility.
For instance, for Inn Churches’ impact report, we used icons and visuals to highlight outcomes that go beyond the quantitative insights. While traditional KPIs were covered, the report also showcased broader impacts, such as strengthened community networks and infrastructure. This approach demonstrated how the programme positively influenced not only participants but also the wider community, creating long term benefit.
Snapshot of the impact report we developed for Inn Churches
5. Future goals and a clear call to action
Ending your impact material with a forward-looking perspective is essentialfor inspiring continued engagement. By outlining your organisation’s future goals and providing clear and audience-specific calls to action, you can set the stage for readers to envision how they can play an active role in your organisation’s programmes. A well-defined call to action can turn your report from a summary of past achievements into a roadmap for future collaboration.
For example, the final page of the Olympic Refuge Foundation’s impact summary (pictured below) includes a dedicated section with recommendations, a clear call to action, and contact details to encourage further engagement.
Snippet of Olympic Refuge Foundation’s visual impact summary for their Game Connect programme in Uganda
Conclusion
Impact materials can be created for a variety of reasons and serve as a powerful tool for engaging diverse audiences, from funders and stakeholders to the communities you aim to serve. By combining visuals with quantitative metrics, storytelling and audience-focused messaging, these materials can help generate support for future programs and raise awareness about your organisation’s impact and initiatives.
If you have your own goals for creating effective visual impact materials and would like to discuss how we can support you, don’t hesitate to contact us.
