mastering the art of impact reporting
At The Conscious Travel Foundation, we’re committed to providing the resources our members need most. One topic we hear about time and again is impact reporting—how to do it well, how to make it meaningful, and how to ensure it resonates with stakeholders. To answer these questions, we turned to TCTF mentor and COO of Travalyst, Julie Cheetham.
In a collaborative session that brought together the expertise of our members, mentors, and friends, Julie shares invaluable insights on crafting compelling, credible, and effective impact reports. From defining key metrics to using storytelling techniques that engage and inspire, she also highlighted gold-standard examples of reporting done right.
Missed the session? Members can watch the full recording, complete with the presentation and real-world examples. But if you’re short on time, here are some of the most valuable takeaways to help you elevate your own impact reports.
Impact Reporting is More Than Just Data
When we talk about impact, it’s easy to focus on the numbers—percentages, growth, and targets. But it’s essential to go beyond just data. The real power lies in telling a compelling story. By weaving your evidence into a narrative, you can forge an emotional connection with your audience, whether they are travellers, investors, or stakeholders. Data alone can inform, but storytelling moves people. Incorporate visuals like infographics, videos, and real-life testimonials to bring your story to life in dynamic and impactful ways.
“Stories are just data with a soul.”
Know Your Audience
Whether your report is directed at clients, suppliers, philanthropic donors, or your internal team, tailoring your message to what matters most to them is key. Ask yourself: what will resonate most with this reader? By speaking to their unique interests and needs, you’re much more likely to engage and ensure your message is received as intended.
Make Your Reports Digestible
Make your impact report work hard for you. Distill your report down into a digestible landing page like Lemongrass Marketing, turn it into a video like Playa Viva or pull out key data bites to use across your social channels. Consider that reporting doesn’t always have to be in the form of an annual report, it could be a ‘milestone report’ or a report that is about a key area of impact in your business.
Lemongrass Marketing Impact Report 2024
Digging Deep into Your ‘Why’
A crucial insight from Julie was the importance of understanding your core purpose, the ‘why’ behind everything you do. Every impact report should be driven by your organisation’s mission. This clarity guides your decisions, actions, and the impact you ultimately want to achieve. It guarantees every project aligns with your larger vision, making each report a true reflection of your deeper sense of purpose.
Be Honest and Transparent
With growing regulation and concern over misleading claims, the risk of greenwashing is real. When communicating your impact, it’s essential to be both honest and transparent. Don’t make claims you can’t back up with solid evidence. Whether your audience is donors, customers, or travellers, they want to know their support is contributing to a genuine cause. By avoiding exaggeration and focusing on measurable, authentic results, you will build trust and credibility. Members can find more on Green Claims in Julie’s presentation.
Senderos Impact Report 2023-24
Why Join The Conscious Travel Foundation?
Our like-minded community of members shares a common goal: prioritising purpose alongside profit so that travel leaves a net-positive impact on cultures, communities, wildlife, and habitats around the world. We welcome members from all sectors of the travel industry, from hotels, lodges, and DMCs to agents, PR and marketing businesses, and journalists, wherever they are on their sustainability journey. Julie’s session is just one example of the collaborative learning sessions delivered for our community. If you’d like to join our community, and take part in sessions like this, whether you need advice, networking, or inspiration, we’d like to invite you to join us. Click here to enquire.
