Measure What Matters: The simple impact measurement system
Be clear about your impact. Trust your data.
Capture evidence that funders expect – and that you can confidently stand behind.
You know you need to show funders the difference your charity makes – but why does it feel so hard?
If any of this resonates, you’re not alone:
You’re under pressure to secure funding, but you're not fully confident that your impact evidence is focused on what really matters.
Responsibility for impact reporting has landed on your desk by default – even though you don’t control delivery, data collection, or what colleagues prioritise day to day.
You’re collecting lots of data but still questioning whether it's credible, proportionate, or telling a clear story you can stand behind.
Measure What Matters gives you a clear, practical way to strengthen your impact reporting, so funding applications and reports are grounded in credible evidence, not a last-minute scramble for data.
What others have said …
This is a new programme, built around the same approach we use with our consultancy clients. Here’s what some of them have said about working with us.
A simple, 3-step system for stronger impact reporting
1
Define your intended impact
Get clear on the ultimate difference your work is meant to make – your long-term goal, the outcomes that matter most, and how your activities contribute towards change.
2
Plan proportionate,
meaningful measurement
Decide which outcomes you’ll measure, what good evidence looks like, and how to take a proportionate approach that gives you credible, useful data.
3
Create tools your colleagues
can use with confidence
Create simple tools and templates that measure your outcomes consistently and help colleagues feel confident, involved and on board.
Measure What Matters is right for you if you are…
A fundraiser working in a small or medium-sized charity, juggling funding targets alongside multiple competing priorities
A CEO, Head of Services, or manager responsible for shaping or overseeing your organisation’s approach to impact measurement
Someone who knows that stronger impact reporting would improve funding applications – but hasn’t yet found a clear way to make it happen
Willing to work closely with colleagues across service delivery, communications and leadership to develop a shared, proportionate approach to impact measurement
Ready to put a clear structure around impact measurement so it supports your role, rather than forever sitting on your to-do list
You don’t need to be an evaluation expert.
You don’t need to do this on your own.
You do need a clear, practical way to measure what matters –
and the confidence to guide that process across your organisation.
Why the simple impact system works – even if impact measurement has previously felt daunting
1
It starts with purpose – not surveys
Your journey begins by distinctly identifying the impact your organisation aims to achieve. This ensures that your measurement efforts align with your purpose, rather than defaulting to templates or generic surveys.
2
It focuses on what really matters
Say goodbye to collecting data “just in case.” You’ll decide what evidence is genuinely useful – for learning, for funders, and for your organisation.
3
It works across your organisation
Engage your colleagues through a collaborative process that fosters shared understanding and minimises resistance to impact measurement efforts across your organisation.
4
It takes a proportionate and realistic approach
It’s designed to fit the reality of small and medium-sized charities who have limited time, capacity and competing priorities.
5
It builds confidence in your evidence
Gain confidence in your data. Know its origins, understand its strengths and limitations, and learn how to communicate insights credibly to funders.
6
It strengthens funding conversations
You’ll submit clearer funding applications with credible plans for impact measurement, and report back to funders using evidence you trust – without the last-minute scramble for data.
What our clients value most about our
simple impact system
- Clarity that cuts through complexity
Clients often tell us this is the first time their impact has felt clear and coherent – not just to funders, but internally across their organisation.
- A simpler, more proportionate way of working
Instead of adding more, the process helps you focus on what matters most and let go of unnecessary data collection.
- Language that changes conversations
The frameworks and tools shape how clients talk about their work – influencing funding applications, reports, strategies and everyday conversations with confidence.
- Confidence rooted in evidence, not spin
Our clients value being able to talk honestly about their impact, with data they trust and a clear understanding of its strengths and limitations.
We’re delighted to be able to share the same practical approaches we use with our consultancy clients through this training, so more charities can benefit from clarity and confidence in their reporting and proportionate impact measurement.
“Emma’s training was accessible, enthusiastic and resulted in attendees feeling confident to begin telling their impact story.”
EMMA PEARSON
Senior Consultant, New Philanthropy Capital (NPC)
Enrol in Measure What Matters today and finally feel confident about the impact you’re reporting
Standard Programme
Perfect if you want a clear, practical system you can apply across your organisation, with structured support along the way.
Pay in full
£1,497 + VAT
Or
Pay in instalments
2 payments of £825 + VAT (February and April 2026)
VIP Experience
Includes a private workshop for your organisation
Ideal if you want to embed the Measure What Matters approach across your organisation, with space to work through your own context, questions and priorities together.
Pay in full
£3,497 + VAT
Or
Pay in instalments
2 payments of £1,925 + VAT (February and April 2026)
What’s included in Measure What Matters
When you join Measure What Matters, you’re not just getting a course. You’re getting a structured, supported way to put a clear and practical impact measurement system in place – without having to figure it out on your own.
Here’s what’s included:
A structured, step-by-step programme
Clear guidance that takes you from clarifying your intended impact through to having a practical toolkit you can use with confidence.
One organisational license – shared access for your team
Pay for one license and get access to the programme for up to five people in your organisation, helping you to build a shared understanding and joined-up approach to impact measurement.
Six live, interactive sessions
Six live calls where we explore the key ideas, work through common challenges, and answer your questions as they arise.
Practical templates and tools
Worksheets, frameworks and examples you can adapt for your own organisation – designed to save time and reduce guesswork.
Opportunities to apply learning as you go
The course is designed so you can work on your own organisation’s impact measurement alongside the sessions, rather than as an extra task afterwards.
Personal feedback on your work
One of the Insley Consulting team will review your draft Theory of Change, Impact Framework and Toolkit (if submitted), offering practical, constructive feedback to help you move forward with confidence.
Additional drop-in support sessions
Three optional sessions after the core programme ends, giving you space to ask questions, sense-check progress, and get support as you embed the approach.
Supportive space for questions and discussion
You’ll have opportunities to ask questions, sense-check your thinking, and learn from others working in similar roles and contexts.
Access to recordings and resources
All sessions are recorded, so you can revisit them in your own time and fit the course around your workload.
A clear focus on proportionate, realistic practice
Everything is grounded in the realities of small and medium-sized charities – no unnecessary complexity, no academic jargon.
This programme is designed to support you to make steady, meaningful progress – not to add pressure or create more work than necessary.
What’s inside each module:
Module 1
Laying the foundations
This opening module sets direction and confidence before you design anything.
- Understand what good impact measurement looks like – and what causes over-collection and panic
- Get clear on what matters, what doesn’t, and how to keep things proportionate
- Learn how (and when) to involve colleagues, reducing resistance from the outset
- Build confidence and clarity before moving into frameworks and tools
Includes:
– Your 6-Week Impact System Roadmap
– Worksheet to help you involve colleagues effectively
– Live call, with time for your questions
Module 2
Defining your impact
Everything else depends on this module – and it’s where many organisations get stuck.
- Clearly articulate the change your organisation is trying to create, and for whom
- Develop a simple and practical Theory of Change that reflects the reality of your work
- Define outcomes that genuinely matter, rather than vague or over-ambitious goals
- Create a strong foundation that prevents toolkits from sprawling or collapsing
Includes:
– Editable Theory of Change templates
– Worked examples across service delivery, advocacy and long-term change
– Optional deep-dives for those who want to go further
– Live call, with time for your questions
Module 3
Choosing what to measure
This is where simplification unlocks momentum.
- Translate outcomes into meaningful, measurable indicators
- Understand different types of indicators and when to use them
- Learn how to reduce indicator overload – including what not to measure
- Build confidence that your evidence is focused, relevant and funder-ready
Includes:
– A curated “menu” of indicators to choose from
– Live call, with time for your questions
Module 4
Designing your Impact Framework
This module bridges the gap between theory and action.
- Turn your indicators into a clear, workable measurement framework
- Decide when to measure, who is responsible, and what’s realistic
- Understand when validated measures help – and when they don’t
- Stress-test the feasibility so your framework actually works in practice
Includes:
– M&E Framework template with worked example
– Live call, with time for your questions
– Get It Done Day – Your Implementation Milestone
The Get it Done Day is a dedicated, structured day where you work through your own Theory of Change and Impact Framework, with guidance and support to help you move from “in progress” to “in place”.
Module 5
Building a toolkit people will actually use
The final step is making sure data collection works on the ground.
- Choose appropriate data collection tools that fit your services and capacity
- Design surveys and tools that are clear, accessible and proportionate
- Explore qualitative and creative methods where they add value
- Finalise tools with confidence and prepare for implementation
Includes:
– Sample survey and toolkit examples
– Live call, with time for your questions
– Certificate of completion
– Celebration (because you’ve earned it)!
You won’t be expected to do everything at once. Each module builds on the last, with time and support to apply the learning in your own context.
Bonus lesson: Telling your impact story with confidence
Learn how to turn your impact data into clear, credible messages that strengthen funding applications and reports.
Enrol in Measure What Matters today
You’ll be backed by a 14-day money-back guarantee
We want Measure What Matters to feel like a confident, well-judged decision for you and your organisation. That’s why you’re backed by a 14-day money-back guarantee.
During your first 14 days in the programme, you’ll have access to the opening modules and resources, giving you the opportunity to explore the approach, reflect on how it fits your organisation, and decide whether it’s right for you.
If, after engaging with the material, you decide the programme isn’t the right fit at this stage, you can request a full refund within 14 days of enrolment – no awkward conversations, no justification required.
We’d much rather Measure What Matters be a clear “yes” for you than something you feel unsure about.
Got questions? We’ve got answers
Is this right for my organisation?
This course has been designed for small and medium-sized fundraising organisations that deliver front-line services to people. If you are not sure whether the programme is right for you, book a call to discuss if it is a good fit.
Who in my organisation should be involved?
One organisational place gives you access for up to five people from your organisation. We recommend that you nominate a fundraiser or other colleague to lead the programme on behalf of your organisation. Colleagues from your services and communications team could usefully be involved at key stages.
When are the live sessions?
Live sessions take place on Wednesdays at 10am (UK time) between 25th February and 1st April 2026. The online Get It Done Day is scheduled for 25th March 2026.
All sessions are recorded, so you can catch up if you’re unable to attend live.
How much time will I need each week?
You can expect to spend around four hours per week, plus a full Get It Done day in week five – this will give you enough time to attend live sessions and apply the learning to your own organisation.
The course is designed to fit alongside a busy fundraising role. You don’t need to keep up with everything in real time – all sessions are recorded, and you can work through the material at a pace that works for you.
You may even find that the time spent on the course replaces time you would otherwise spend chasing data or second-guessing impact reporting.
What do we get in the VIP Experience?
The VIP Experience includes everything in the standard Measure What Matters programme, plus a private workshop for your organisation, facilitated by Emma Insley.
This workshop is designed to help you embed the approach across your team, working directly with your own context, services and priorities. It can be delivered in person (London or the South East) or online, whichever works best for you.
The VIP Experience is right for you if you want dedicated time and space to:
- Bring colleagues together around a shared approach to impact measurement
- Get Emma’s expertise in working through your specific services and challenges
- Build confidence and consistency in how impact is understood and communicated
The VIP Experience is ideal if you’re looking to accelerate implementation and strengthen internal alignment alongside the core programme.
What if our impact data isn’t very good yet?
That’s completely fine – and very common.
Measure What Matters is designed for organisations that are still finding their way with impact measurement. You’ll learn how to be honest and confident about the quality of your data, focus on what’s meaningful and proportionate, and build from where you are now.
Do I need to be an evaluation expert to take part?
No. This programme is designed for fundraisers, not evaluation specialists.
Everything is explained in plain language, with practical examples and templates you can adapt. The focus is on helping you make good decisions about impact measurement – not on turning you into a technical expert.
You’ll also have opportunities to ask questions and get feedback from the Insley Consulting team along the way.
What if colleagues aren’t on board with impact measurement?
You’re not alone in that – and the programme is designed with this in mind. Your colleagues are welcome to access the course and join live calls, and you will plan in module 1 how to involve them.
Measure What Matters helps you involve colleagues in a practical, proportionate way, focusing on shared understanding rather than extra burden. You’ll learn how to frame impact measurement so it supports services, rather than feeling like something imposed from the outside.
Many participants tell us that having a clear structure and shared language makes these conversations much easier.
We are a large charity providing complex services, what if we need more support than is provided through this course?
If you are a larger organisation delivering complex services, research or advocacy, you may be better suited to our consultancy services. Book a call to see if Measure What Matters is the right fit for your organisation.
Can we pay in instalments?
Absolutely, if it helps to split payments between two financial years, you can pay in two instalments – in February and April 2026.
I've got more questions. Can I talk to someone?
Absolutely. You can book a 15-minute call with Emma through the link below. Feel free to bring any decision-makers with you.
Book your call today
Why I created Measure What Matters
I know first-hand how much pressure fundraisers carry.
My career started in fundraising, and I’ve since been a charity CEO, a trustee and a grants assessor with BBC Children in Need. I’ve sat on all sides of the funding conversation – making the case for support, overseeing services, and deciding where funding should go.
What I’ve seen, again and again, is that charities are doing powerful, important work – but struggling to evidence it clearly and confidently. Not because they don’t care about impact, but because they’re measuring too much, measuring the wrong things, or trying to make sense of systems that were never designed for the reality of their work.
Since setting up Insley Consulting in 2010, I’ve worked with dozens of charities – from national organisations to small local charities – helping them clarify what they’re trying to achieve, decide what really matters, and communicate their impact with honesty and confidence.
And in almost every conversation with fundraisers, I hear the same thing:
“I know this matters – I just don’t know where to start.” Or, “We’re collecting so much data, but I’m still not confident using it with funders.”
There’s a limit to how many organisations I can support through one-to-one consultancy, and I’m often booked months in advance. More and more charities have asked for a way to access this work in a more affordable, practical and supported way.
That’s why I created Measure What Matters.
This programme brings together the same simple impact system I use with consultancy clients – shaped into a clear, structured learning experience you can apply in your own organisation, with support along the way.
My aim is that by the end of the programme, you’ll feel calmer, clearer and more confident about your impact data – and better equipped to guide your organisation through this work without carrying it all alone.
If you’re ready to stop second-guessing and start measuring what truly matters, I’d love to support you.