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2. About the research
But it is only by setting well-defined strategic aims -
constantly monitored, reviewed and reported - that
organisations can properly assess how successful
they've been.
With this in mind, we examined how charities in the UK
are setting their strategies and reporting on progress over
time. We measured how charities measure themselves, we
looked at:
the types of objectives pursued across the sector
how accurately progress has been reported
how many of these goals are reported as achieved
We mapped the strategies, aims and objectives set by a
diverse sample of 40 charities in both England & Wales and
Scotland and traced their reported progress against these
goals over a period of five years. We also analysed financial
data to assess the financial health of each charity. We think
that tracking strategic reporting in the charity sector over a
defined time period makes this research unique.
Strategies and plans for the future were mostly found within
trustees' annual reports. In some instances, they were
outlined in distinct strategic documents.
The sample included charities with different income levels
and areas of activity, that had outlined at least one aim
at the onset of the five-year period that was deemed
trackable, or measurable, in any form.
The effectiveness of charities is a hotly-debated subject. Measuring and demonstrating
the real impact they have is a significant, but vital, challenge for many.
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2
3
The full range of sources included:
strategic plans
annual or periodic reviews
formal impact reports
annual reports
online content, including any relevant
press releases
Charities we assessed
Arts, leisure
and nature
Education and
training
General charitable
purposes
Housing and
financial support
Medical, health
and sickness
BELOW £5M
£5M TO £25M
£25M +
TOTAL
TOTAL
2
3
3
8
3
2
3
8
2
3
3
8
3
2
3
8
2
3
3
8
12
13
15
40
ANNUAL
INCOME