contract). So deadweight is 100%. This will result in no impact on our impact map for
this row. However, we will still show the row as it is a part of the story of change.
In this example, displacement has not been considered.
Over to you: Deadweight and displacement
You can now complete the section on the Impact Map relating to deadweight and
displacement. Although there is no space to record the rationale and the sources,
you need to keep a record of these so that they can be included in your report.
4.2 Attribution
Attribution is an assessment of how much of the outcome was caused by the
contribution of other organisations or people. Attribution is calculated as a percentage
(ie the proportion of the outcome that is attributable to your organisation). It shows the
part of deadweight for which you have better information and where you can attribute
outcome to other people or organisations.
For example, alongside a new cycling initiative there is a decrease in carbon emissions
in a borough. However, at the same time, a congestion charge and an environmental
awareness programme began. While the cycling initiative knows that it has contributed
because of the number of motorists that have switched to cycling, it will need to
determine what share of the reduced emissions it can claim and how much is down to
the other initiatives.
Stag Stag
It will never be possible to get a completely accurate assessment of attribution.
e
This stage is more about being aware that your activity may not be the only one
e
 
contributing to the change observed than getting an exact calculation. It is about
checking that you have included all the relevant stakeholders.
Reassess your stakeholders
The first question is whether there are any organisations or people that
contribute to the outcomes that you haven’t included – these are
missing stakeholders.
It is also possible that the contributions made by organisations and people in the
past should be taken into account. For example, a person seeking work may gain
that job because of your support in training as well as another organisation’s
support with preparing CVs and helping with interview techniques.
Where different stakeholders had other support in the past it may be useful to
consider them as different groups of stakeholders. For example, children in care
may have different journeys through the system depending on their experiences
prior to coming into care.
A guide to Social Return on Investment 
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