Over the years I’ve worked with more than a hundred charities of all shapes and sizes. One thing that has always stood out to me is how hard people work – often with limited time, stretched resources, and competing demands – to try and make the biggest difference they can.
Along the way, I’ve noticed certain themes coming up again and again. Principles that, when applied, really help organisations focus, measure, and grow their impact. I started calling these Impact Maxims – short, memorable statements that capture a lesson worth holding onto.
To share them more widely, I’ve created a short video series. Each week I’ll be releasing a new two-minute video introducing one of the maxims. They’re deliberately short, sharp, and practical: something you can watch over a cup of tea and (hopefully) take straight into your own work.
The six maxims together form a toolkit for approaching impact in a way that is:
Practical – easy to put into action, even with limited time.
Memorable – expressed simply so they stick in your mind.
Flexible – relevant across different services, contexts, and challenges.
My hope is that these maxims leave you better prepared and resourced to make meaningful, effective changes — not only to the services you deliver, but also to how you capture and report on your impact.
Maxim #1: “Outputs tell us how busy we are, but outcomes tell us how effective we are.”
Focuses on the difference between activity and impact, urging charities to track real change—not just numbers.
Maxim #2: “Create a culture that asks: So what?”
Encourages honest reflection and curiosity, using powerful questions to uncover the true value of your work.
Maxim #3: “Insight is the seed, and impact is the fruit.”
Shows how meaningful insights—often hidden in data—can drive deeper understanding and more effective decisions.
Maxim #4: “Plan your evaluation upfront—or risk it biting your behind.”
Highlights the risks of last-minute evaluation and makes the case for early, intentional planning.
Maxim #5: “Make feedback forms your best friend—or they may become your worst enemy.”
Covers practical tips for designing accessible, outcome-focused feedback tools that actually help measure change.
Maxim #6: “Themed work makes the dream work.”
Explains how grouping outcomes into themes brings clarity, simplifies reporting, and makes impact easier to communicate.
