This guide supports grantmakers and CSR professionals in building a culture of learning and accountability by measuring what matters most. It encourages funders to move beyond checklists and metrics toward a deeper understanding of impact. With four guiding principles (Plan, Listen, Tell Stories and Contextualize), readers learn to design impact strategies rooted in their values and in partnership with communities. The guide emphasizes that impact is not a number, and calls for more human, narrative, and inclusive evaluation practices.