Meaningful Measurement: A Playbook for Social Impact
The Skoll Centre and Old Fire Station release a new resource to reimagine how impact is measured in the social sector
The Challenge of Social Impact Measurement
Measuring impact has long been a complex challenge for social impact organisations. Social change is inherently multifaceted and rarely aligns with the linear frameworks of conventional evaluation methods. Frequently, organisations are compelled to prioritise funders' metrics, placing greater emphasis on outputs rather than outcomes, and on compliance instead of meaningful learning and improvement. This approach often leads to staff disengagement, missed opportunities for organisational development, and an overall system that falls short in capturing the elements of change that truly matter.
The Skoll Centre for Social Entrepreneurship and Old Fire Station (OFS), Oxford have come together to challenge this status quo with a new resource: The Meaningful Measurement Playbook.
Co-authored by Marya Besharov, Sarah McGill, and Jonas Weiss from the Skoll Centre, alongside Will Long, Jeremy Spafford, and Sarah Cassidy from OFS, the playbook introduces a more human-centred, learning-focused approach to impact measurement—one that values relationships, equity, and lived experience.
A Shift in Mindset: From Proving to Improving
‘Meaningful measurement’ extends beyond data collection for the sole purpose of accountability—it is fundamentally a process of learning. Instead of starting with the question, What can we measure?, this approach is grounded in asking, What do we need to learn? and Whose voices must we prioritise in that process?
The playbook identifies four guiding principles for organisations seeking to make their measurement more meaningful:
Treat learning as the primary goal
Centre those closest to the work
Engage a wide range of stakeholders through open dialogue
Embed learning into organisational culture
Case Study Spotlight: Old Fire Station’s Storytelling Method
A standout feature of the playbook is the in-depth case study of Old Fire Station and its development of the STORYTELLING Evaluation Method.
OFS developed this approach in response to the limitations of conventional measurement frameworks, which often felt disconnected from day-to-day realities and placed undue strain on staff. By shifting the focus to storytelling, they redefined the process—placing real-life experiences at the core to more effectively capture the impact of the organisation’s work.
This internal shift transformed not only how OFS understands and improves its impact; it also fostered a more reflective and purpose-driven culture. Externally, rising interest in the method led OFS to offer training and consultancy—creating a new income stream and boosting its national visibility and influence in the social impact sector.
What’s Inside the Playbook
Tailored for social impact organisations and funders alike, the playbook offers:
✳️ Core principles for reframing impact measurement
✳️ Practical, story-informed strategies rooted in lived experience
✳️ Guiding questions to adapt the approach to diverse contexts
✳️ A detailed case study on the STORYTELLING EVALUATION METHOD and how it’s driving transformation at OFS
At its heart, Meaningful Measurement is about rebalancing power in the evaluation process—ensuring those closest to the work are not only heard but also empowered to shape more responsive, impactful organisations.
📘 Meaningful Measurement: A Playbook for Social Impact is now available in the Skoll Centre’s Research Library.
Based at Saïd Business School, University of Oxford, the Skoll Centre equips entrepreneurial leaders to catalyse systemic change within and beyond business. For over 20 years, it has been a global hub for social entrepreneurship, innovation, and impact. The Centre brings researchers and practitioners together to generate insights on leadership, finance, measurement, and scaling—integrating them into learning programmes at Oxford and around the world. 🔗 skollcentre.org
About the Old Fire Station
Old Fire Station (OFS), Oxford, helps people from all backgrounds engage with the world through stories, creativity, and the arts. As a multi-form arts centre, OFS shares its space and mission with the homelessness charity Crisis, and leads the Marmalade festival in partnership with the Skoll World Forum. In recent years, OFS has become a national leader in developing human-centred approaches to impact—particularly through its pioneering work on Storytelling Evaluation. 🔗 oldfirestation.org.uk
