Communicating impact

How to share outcomes without sounding like a sales pitch or a grant report

You’re starting to see real change happen. Users are succeeding. Outcomes are shifting. The impact is real.

Now comes the next leap: telling the story well.

Whether you're talking to investors, customers, funders, or your own team, how you communicate impact can make or break their belief in your company.

This article unpacks three key elements:

1. Crafting an authentic, compelling impact story

2. Using social proof to bring that story to life

3. Being transparent about progress, even the messy parts

Let’s help you share what’s working, why it matters, and why others should care.

1️. Telling your impact story to investors, partners, and users

Great impact stories don’t start with what you did. They start with why it matters.

Start with the problem, not the product

The most powerful impact stories follow a simple arc:

• Here’s the problem (real, urgent, underserved)

• Here’s what we did (brief, human-centred, actionable)

• Here’s what changed (specific outcomes, real lives)

• Here’s what’s next (the scale of what’s possible)

Sample structure for an impact slide or pitch narrative

“Before our platform, teachers spent 6+ hours/week on manual grading. This led to burnout and less time for feedback. We built a lightweight AI assistant integrated into their existing LMS. Now, 78% of our users report saving at least 3 hours per week, and student feedback turnaround has improved by 40%.”

Short, clear, outcome-oriented. No buzzwords. Just the shift you enabled.

Tailor your message to the audience

• Investors want to know: Is this scalable? Defensible? Valuable?

• Partners want to know: Can we trust you? Will this help our people?

• Customers want to know: Does this work for people like me?

• Users want to know: Will this improve my life right now?

Same story, different emphasis.

2️. Social proof: case studies, testimonials, and user stories

Nothing says “this works” like someone else saying, “This worked for me.”

Why social proof matters

• Adds emotional credibility to your data

• Helps new users see themselves in your product

• Makes outcomes personal and relatable

• Builds trust in your brand and team

Formats to consider

• User testimonials (video or written, ideally with real photo + name/role)

• Mini case studies (a few slides or blog post showing context → action → result)

• Before/after snapshots (visuals of change over time)

• Quotes pulled from user feedback (include meaningful metrics where possible)

The anatomy of a great impact case study

1. Context: Who is this person or organisation? What challenge were they facing?2. Action: What did they do with your product or service?3. Result: What changed, and how do they describe it?4. Quote: One powerful pull-quote that sums it up

“Before [product], I was overwhelmed and falling behind. After just a month, I finally feel like I have control over my schedule, and my students are more engaged than ever.”—Secondary school teacher, Annie Levaux, Paris

Don’t fake it

Polished is great. Overhyped is not. Social proof only works when it is honest, grounded and specific.

3️. Transparency and trust: sharing the good, the bad, and the in-progress

Early-stage impact is rarely perfect. And that’s OK.

What matters most isn’t a flawless track record; it’s your credibility.

Authenticity (being real!) builds trust

Being open about:

• What’s working (and why)

• What’s unclear (and how you’re learning)

• What didn’t go as planned (and what you’re doing to address it)

…shows that you’re a startup worth betting on. Especially in the education and workforce space, where stakeholders have seen a lot of bold promises and disappointing results.

How to share imperfect impact transparently

• Include a “What we’re still learning” section in impact reports or pitch decks

• Create a public changelog or roadmap with user-focused outcomes

• Share both wins and lessons in blog posts or newsletters

• Invite users and partners into the learning process

Brighteye mentor and co-founder at Newsela, Jenny Coogan, shared her thoughts: 

"Make users and customers feel valued by sharing a preview of the public roadmap before you publish it. Show them where and how user feedback influenced the upcoming enhancements. This will build goodwill and confidence that your team will get it right even if you haven't quite yet."

“We’re seeing promising early signs in user engagement, but we haven’t yet confirmed whether that’s translating into long-term outcomes. Here’s how we’re testing it...”

That kind of language is powerful. It tells your audience: We’re serious about this.

We’re learning fast. And we’re committed to getting it right.

Consider making an impact webpage. For inspiration, check out the examples of some great impact websites in this list:

https://www.edtechdigest.com/2023/09/29/the-ten-top-evidence-based-edtechs/ 

Bonus: internal impact reporting

Don’t forget to communicate impact internally, too.Even if you’re a team of three.

• Celebrate outcomes, not just releases

• Share user stories during stand-ups or all-hands

• Visualise progress toward your impact goals alongside product metrics

• Let every team member see the difference they’re making

• Consider investing in an impact dashboard to make reporting easier for you and your funders

Impact is rocket fuel for motivation; use it to keep your team energized and aligned