One in five young people in the UK are disadvantaged.
That’s one million lives shaped by limitation instead of possibility.
One million futures on hold.
And a £5bn loss to society every year.
Opportunity is the greatest gift we can give. But for many, it’s out of reach. Charities work tirelessly to bridge the gap, but without clear evidence of impact, investors cannot always see where their support will achieve the greatest good.
Anthony and Sophie Kingsley founded The Considered Ask to answer two urgent questions: where should resources go, and how can impact be scaled? Because without measurement, philanthropy cannot be targeted, scaled, or sustained.
Together with addmustard, a brand, marketing and technology agency, they built The Considered View: a first-of-its-kind, intelligent impact dashboard that translates complex data into simple, compelling insights. It shows philanthropists exactly how their donations transform into real-world impact, proving the fiscal and societal value of interventions in ways never seen before. It doesn’t just show what’s working - it compels investment where it matters most.
Our goals were simple but powerful:
In its first year, this approach transformed over 71,539 lives and unlocked £145m in fiscal societal value. Proof that when opportunity is measured, it multiplies. And when it multiplies, we create futures that would otherwise never have been possible.
Philanthropy has long struggled with a fundamental problem: how to know if good intentions are truly changing lives. Philanthropic investment is often guided by instinct, with little evidence to show what works, what doesn’t, or where resources should go next. The Considered View set out to change that - replacing assumption with clarity, and turning impact into something visible, measurable, and scalable.
Our strategy was ambitious: create the first system capable of proving, in hard numbers, the fiscal and societal value of charitable work across multiple disadvantaged communities. Over 12 months, The Considered Ask and addmustard worked with charity partners to build a robust, transparent methodology. Four key stages shaped the work: researching charity outcomes, building a theoretical framework, defining unknowns, and collecting and testing data.
Execution demanded both rigour and creativity. We modelled impact across refugees, prisoners, care leavers, young people not in education or employment, and those at risk of suicide. Each model combined charity outcomes with national statistics, quantifying real-world results in fiscal terms. For example: the reduced cost of reoffending, the benefit of refugees entering work, or the lifetime uplift from GCSE attainment. What was once anecdotal became irrefutable.
The dashboard makes these calculations accessible and compelling. For charities, it validates their work with hard evidence. For investors, it delivers something they have never had before: a clear line of sight on the return on every pound donated. They can see, in pounds and pence, how their contributions generate societal and fiscal value. Motivating philanthropists to give more, and to give smarter.
Challenges were significant. Data was fragmented and inconsistent, which we overcame by triangulating trusted sources, committing to six-monthly reviews, and pairing meticulous modelling with intuitive design. The outcome is unique: a system that empowers charities, inspires investors, and differentiates The Considered Ask in a crowded sector.
The first calculations surfaced through The Considered View revealed extraordinary results: 71,539 lives impacted and more than £145m in fiscal societal value created. These numbers are not an endpoint - they are the baseline for what comes next. By surfacing and communicating this evidence, the dashboard now ensures that future investment is guided with precision, driving more donations to the charities, and the people, where they will achieve the greatest return.
Philanthropists want to know every pound they donate is working as hard as possible. The Considered View delivers that assurance, transforming charitable giving from an act of faith into an informed, strategic investment in social good.
For the first time, donors can see the direct fiscal and societal return generated by their contributions. This visibility is already transformative: it is helping The Considered Ask build relationships with new supporters, inspire increased giving from existing donors, and strengthen long-term trust. By showing the measurable impact of every decision, the dashboard motivates philanthropists to give more, with confidence their resources achieve maximum value.
The system also guides The Considered Ask’s grant-making strategy, ensuring funds flow to charities delivering the strongest outcomes. At the same time, it empowers those charities with compelling, data-backed stories to attract support and grow their donor bases.
The first surfaced calculations have established a powerful baseline: 71,539 lives impacted and £145m in fiscal societal value created. These results don’t just validate past contributions – they act as proof points that will steer smarter, higher-return giving in years ahead.
As Rosie Hoare, CEO of The Considered Ask, notes:
“Our groundbreaking impact dashboard produced by addmustard tells us where to invest and helps The Considered Ask grow. It visualises data that could never have been seen before, in ways that compel people to invest for maximum impact.”
By quantifying return on giving, The Considered View is redefining philanthropy: every pound invested proven, every impact evidenced, every opportunity maximised.
