From theory to practice: a collaborative approach to social impact measurement and communication

European Journal of Marketing

Purpose
This paper reports the collaborative achievements of transformative service researchers and nonprofit practitioners and their learning processes for refugee integration and social impact measurement. The purpose of the paper is to present the process of a cocreating a toolkit designed to help non-profit organizations (NPOs) measure and communicate the social impact of their initiatives. Collaboration with a UK-based NPO resulted in the development of a practical toolkit designed to identify and report social impacts that are typically challenging or difficult to measure.
Design/methodology/approach
Following a three-phase co-creative process model over two years, the project team began by co-defining impact metrics in partnership with an NPO specializing in personalized employment support, language and digital skills training and job search assistance for refugees. This led to the codesign of a social impact measurement strategy. The final phase involved coproducing a social impact reporting toolkit that offers comprehensive guidance to bridge existing gaps in measurement practices and empowers NPO employees to effectively measure and communicate social impact.
Findings
The study found that, although the NPO collected extensive data, its focus was primarily on individual-level economic outcomes, often overlooking broader social impact measurements. The cocreated toolkit addresses this oversight by providing resources for a holistic assessment.
Practical implications
The toolkit equips NPOs with a user-friendly resource for effectively measuring and communicating the social impact of their initiatives, supporting their operational and funding requirements.
Social implications
By improving how social impact is measured and communicated, the toolkit can positively influence funding decisions and enhance the support available to refugees, thereby facilitating their integration into host societies.
Originality/value
This paper highlights two key contributions: (1) the development of a co-produced social impact reporting toolkit consisting of five modules and (2) the co-creation process itself. Through collaboration between the academic team and the NPO, the toolkit was designed to meet both theoretical standards and practical needs, tailored specifically for small to medium-sized NPOs, particularly those working in refugee integration.