An impact report is a (typically) annual publication that showcases your organisation’s social and environmental actions. It tells the story behind the numbers, highlighting the progress made toward your goals, the real-world effects of your initiatives, and the lessons learned along the way.
Why write an impact report?
For some organisations, such as certified B Corps, impact reports are a requirement. But even when not mandatory, they’re a powerful way to share your purpose, build trust, and foster accountability. A well-crafted report can also guide future planning and help internal and external stakeholders understand your values and performance.
Here are some of the key ways you can use your report to benefit your business:
- Evaluate performance: assess what’s working and what needs improvement.
- Engage employees: boost morale and invite collaboration.
- Keep your team accountable: maintain focus and alignment.
- Plan strategically: inform your next steps.
- Build stakeholder confidence: increase credibility and strengthen relationships.
The true magic of an impact report lies in its power to drive action. Knowing you’ll be reporting annually can motivate your team to aim higher and stay transparent.
The challenges
Writing an impact report can be time-intensive and require significant resources. If not done thoughtfully, it risks being seen as greenwashing. That said, with good planning, the right data and approach, your report can become one of your most valuable communication tools.
15 tips for writing a great impact report
1. Be clear on your initial targets
Start with a clear baseline. Outline the goals you defined at the outset and the steps you intended to take. To do this, use specific, measurable targets with deadlines (e.g. “Reduce Scope 1 emissions by 10% in 12 months”).
2. Report how you performed against those targets
Be transparent. Did you achieve your goals? What actions did you take, and what were the outcomes? Support your claims with credible data and be consistent in your reporting. This allows readers to compare performance over time. Include graphs or tables that highlight key metrics from previous years.
Ticket Tailor nails this with their ‘What we said we’d do / what we did’ format in their 2023 report.
3. Provide context
Give meaning to your numbers. For example, if you reduced landfill waste by 12 tonnes, explain what that means as a percentage of your total waste or how it compares to industry benchmarks. Toast’s 2023 report is excellent for this – check out page 7.
4. Focus on impact, not just action
Go beyond listing initiatives. Emphasise the results. What changed? What were the positive outcomes, and were there any surprises?
Finisterre does this well by documenting the results of their take back and resale programme (page 32).
5. Don’t ignore setbacks or failures
Honesty builds trust. Share the challenges, setbacks, or targets you missed. Reflecting on your mistakes shows maturity and helps others learn too.
Vivobarefoot includes a ‘Fantastic Failures’ section (page 8) that does just that.
6. Bring your report to life with stories
Humanise your impact. Include real voices from your team, community, or customers. Stories make your achievements real, relatable and memorable.
Ecologi includes team stories that add depth and emotion (page 9 of their 2023 report).
7. Make your impact report concise
Respect your readers’ time. Aim for clarity and brevity. Most organisations should aim to keep reports under 30 pages. Use headings, bullet points, and visuals to make skim-reading easy.
8. Share what’s next
Set out your future goals and how you plan to meet them. Be specific to avoid greenwashing.
Shambala Festival’s Green Road Map is a great model.
9. Use visuals to enhance clarity
Infographics, charts, timelines, and icons help communicate data clearly. They also break up dense content and make your report easier to digest.
10. Prioritise accessibility and inclusivity
Write in plain language, limit (or clearly explain) jargon, and consider producing versions for different audiences—such as audio formats, translations, or screen reader-friendly designs. Impact should be for everyone.
11. Include third-party verification
If your data has been independently verified, say so. This will add credibility and help counter greenwashing concerns. Reference respected frameworks you have adhered to (such as GHG Protocol or SBTi).
12. Create a summary version of your impact report
Not everyone will read the full report. A snappy, visual summary (like a one-pager or executive overview) makes your impact more shareable and accessible. Lots of companies include this summary at the beginning of their report.
13. Build a digital companion
A dedicated web page or microsite can elevate your report. It allows for interactive storytelling and richer multimedia elements like videos and animations.
14. Involve your stakeholders in shaping the report
Invite feedback from employees, customers, and partners during the process and highlight their input in the report. Co-creation adds authenticity.
15. Work with an expert impact report writing team
… like us! I collaborate with Keartland & Co to produce high quality, impactful impact reports. Together we:
- Provide the level of support you need (learn more about our five levels of support from proof-reading to a full end-to-end service including copy-writing).
- Help you map out your impact story and vision
- Provide expert support and feedback throughout the process
- Advise you on the data you need
- Ensure claims are evidence based and don’t contravene greenwashing guidelines and legislation.
To book a 30 minute no-obligation call, drop me a line at hello@smallfootprintagency.com.