Our approach

Impact should be shown.
Not assumed.

A shared framework for turning attention into useful work, and for being honest about what has and has not changed.

From an idea to evidence

A better question than
“how many views?”

Reach can tell us whether a message travelled. It cannot tell us whether someone gained access to a service, whether a tree survived, or whether a community found a proposal useful.

TCT's proposed approach connects listening, context, participation and learning. A responsible impact account should explain the starting situation, the action taken, who was involved and the limits of the evidence.

No impact totals are presented here. This is a proposed measurement framework, not a report of completed TCT activity.

The working model

Listen. Understand. Act. Learn.

01 / Listen with permission

Start with the issue a contributor identifies, not a prewritten campaign conclusion. Record consent, attribution preferences and risks before collecting a public story.

02 / Establish the context

Check relevant scientific and local sources. Distinguish the observation from the interpretation. Identify what the available evidence cannot explain.

03 / Define a realistic action

Name the next step, the resources it requires and who can make the relevant decision. Offer an accessible alternative when a task is not suitable.

04 / Return and learn

Ask what changed after the activity, including what did not work. Share the follow-up with contributors and avoid turning participation into an unsupported impact claim.

What future reporting should contain

Specific enough
to be questioned.

Context: location at an appropriate level of detail, dates, the problem and who defined it.
Participation: how people joined, what support they received and whether participation was accessible.
Activity: what actually happened, separate from what was planned.
Outcome: what changed, how it was assessed and when follow-up took place.
Limitations: missing information, unintended effects and what cannot be attributed to the activity.
Accountability: a responsible contact, correction route and contributors' publication preferences.

Impact should be shown.Not assumed.

A better question than“how many views?”

Listen. Understand. Act. Learn.

01 / Listen with permission

02 / Establish the context

03 / Define a realistic action

04 / Return and learn

Specific enoughto be questioned.

The next chapterstarts with your story.

Impact should be shown.
Not assumed.

A better question than
“how many views?”

Specific enough
to be questioned.

The next chapter
starts with your story.