Measuring impact in the cultural sector

In this article, we’ll explore how to measure the impact of projects, initiatives, and organizations within the cultural sector. It’s about demonstrating the influence and results you achieve through your work. When you organize or carry out an event, you do so—for example—to inspire people or to make culture more accessible. Those are excellent goals. Chances are you’re convinced that people actually enjoy it. That’s often true. However, how do you actually demonstrate that this is the case? Perhaps the effect is a bit less than you think, or even a lot more than you expected. Demonstrating this effect or impact offers many advantages, for example when it comes to funding.

What does it mean to measure impact?

If you want to measure the impact of your project, initiative, or your entire organization, you’re essentially examining what effect it has. If you approach this properly, positive findings will likely emerge. This confirms that you’re on the right track. You can demonstrate that what you’re doing is effective and that you add value. You can also substantiate this with the results. If you approach it objectively, less positive aspects may also come to light. It might be confronting to discover that certain activities you carry out are not having the desired effect. View it as an opportunity for personal growth. A project, initiative, or the work of an entire cultural organization can have an impact on individuals. In addition, it can also have an impact on an entire city or region, on a community, or on (part of) society. Consider, for example, economic developments, quality of life, tourism, and the identity of a place.

Why do you want to measure the impact?

First and foremost, you measure the impact of your actions on yourself and your internal environment. It’s an excellent way to gain validation for yourself or your organization. It can also lead to insights into areas for improvement and new opportunities for growth. It’s not uncommon for a project or initiative to have a much broader impact than what was originally outlined in the objectives. Sometimes it means more than just making money or spreading knowledge or something similar. It can also have an effect on society or on certain developments. Measuring the impact can therefore also influence support from the outside world. By demonstrating the effect of what you do, you can convince and inspire skeptical people. You can also use it to inform and mobilize partners. Finally, it is very valuable to funders. Municipalities, for example, are very keen to know what every euro they invest ultimately yields—both directly and indirectly—for the city or region and society. This also includes costs saved by your project, initiative, or organization. You can use this to substantiate why you deserve to be awarded a fund subsidy. It can then be used in the application process or in the subsequent accountability report. This is especially true when a grant program also requires so-called “social value.” Think, for example, of combating loneliness or promoting social interaction within a city. If you can demonstrate your impact on these values, it strengthens your application.

So what are the benefits of impact measurement?

All in all, measuring impact can yield much more than you might initially have imagined. Here are a few examples:

• Gaining insight into your purpose;
• Determine who stands to benefit financially, including indirectly;
• Gain insight into who actually has a stake in the matter and who are the stakeholders you hadn’t previously identified;
• Identifying the social value you provide;
• Ways to share your story with the world;
• Building broader support for your project, initiative, or organization.

How can you measure the impact?

Measuring impact actually involves two steps. First, you tell your story, and in the second step, you measure the results. These steps are designed, among other things, to provide insight into the following areas:

• Alternatives and competition for what you do.
• What happens when your project, initiative, or organization ceases to exist or is discontinued.
• The unique aspects of your project, initiative, or organization.
• How the impact can be increased in the future.

In another article on this website, we take a closer look at these two steps and describe the process for measuring the impact of your projects, initiatives, and organization.

Disclaimer

For this article, we drew on the expertise of Lisan Beune from the cultural consulting firm Culture2Business. She is also affiliated with Lysias Advies.

If, from your expertise, you yourself have knowledge that would fit this topic, or if you see opportunities to improve this text, we look forward to receiving your message at info@cultuuracademy.nl.