Demonstrating impact


This section of the Amplifying Maternal Voices Toolkit looks at how groups and organisations can demonstrate the impact of local initiatives. Ideas here may be useful for those seeking funding or to highlight gaps in current perinatal mental health services.


  1. Demonstrating the impact of what you do in relation to perinatal mental health care can help:  
  1. Continuous learning and evaluation can change and improve the way we do things.
  2. How you demonstrate impact will vary depending on your audience and local differences.
  3. This section offers some ideas about telling your local story in an impactful way.

What we’ve heard

The following themes came up in various conversations and sessions with MMHA lived experience champions, local contacts and members: 

  • The need for both personal stories, professional observations, lived experiences and statistics.
  • The importance of collecting meaningful data from seldom-heard groups.
  • Funding challenges, securing long-term investment and ensuring voluntary and community sector organisations are valued as equitable partners.


Read, watch, listen


If support isn't there

Chrissy's story

“I was filled with anxiety after the birth of my second child. I finally told my GP but my experience with them felt like a tick box exercise. I filled in one questionnaire and was prescribed antidepressants. No other support was offered."

Read more

Natalie's story

“I do worry for other women experiencing perinatal OCD. Awareness and understanding need to increase among healthcare professionals, because early intervention is vital to good outcomes.”

Read more

If support is there

Sapna's story

“Thankfully, where I lived I could access a lot of helpful services for my anxiety. I also received a lot of parenting support through my health visitor and children’s centre. I know I’m one of the luckier ones..."

Read more

Eleanor's story

“The scariest part of my PND was the intrusive thoughts I had about harming my baby. I told my great mental health midwife what had been happening and felt a huge amount of relief just having this conversation. I was referred to my local PMH team."

Read more

Kirsten’s story

"Throughout my first pregnancy I experienced OCD, anxiety and low mood. I spoke to 11 different professionals before I received help. When I finally met with a perinatal mental health nurse everything changed for the better."

Read more


  • Hearts and Minds Partnership - Sign up to the 'Smart Space' for free to access podcasts and training videos, which include a 'Funding and finance' learning module



MumsAid provides free, accessible, therapeutic support for pregnant women and new mothers in South East London who are experiencing emotional or mental health difficulties and also offers a specialist, holistic support service, YoungMumsAid.


Birth Companions - support in prison

Hear from a member of the Birth Companions Lived Experience Team, who was supported by Birth Companions when she was pregnant in prison.


Our story

This video charts the origins of the MMHA, celebrates improvements in perinatal mental healthcare achieved over the past decade, and Lived Experience Champions reflect on key moments of involvement.



Tips, templates and links

  1. Tips for demonstrating impact
    1. 1. Do your research
      • Who is your audience? E.g. funders/commissioners/public awareness 
      • Try to understand what work funders and commissioners have already undertaken to identify gaps or build on what has been started to meet specific need
      • What restrictions are there (e.g. some funding reports are very specific in what you need to provide)? 
      • What are the key messages you want to convey? 
    2. 2. Be inclusive

      For example, use lots of different languages or visuals

    3. 3. Use images, stories and quotes

      This will bring what you’re saying to life

    4. 4. Highlight cost savings/prevention

      For example, research commissioned by the MMHA shows that the economic cost to society of untreated perinatal mental health problems far outweighs the cost of providing appropriate services.

    5. 5. Use different formats

      This will help you meet different people's needs. For example, you could use attention grabbing short videos.

      Get creative where possible!

    6. 6. Build your team

      For example, does anyone you know have skills to create eye-catching visuals?

    7. 7. Consider co-creating your evaluation with beneficiaries

      This might help make evaluation more equal and less extractive. 

    8. 8. Demonstrate evidence of sustainability

      Funders may overlook good work if this isn’t built in


AMV Demonstrating Impact worksheet

MMHA Pdf, 266.8kb

Published: March 2024

A worksheet to help research, build your team and reflect when demonstrating the impact of your activities to improve perinatal mental health care.

The Perinatal Peer Support Principles

Mind and the McPin Foundation Pdf, 503.7kb

Published: December 2019

The Perinatal Peer Support Principles are a set of five values designed to give peer supporters the confidence to create and deliver peer support that meets the needs of women and families affected by mental health problems during pregnancy or the postnatal period.

AMV Funding Opportunities information

MMHA Pdf, 227.7kb

Published: March 2024

Funding suggestions for local groups, including places to find and research funders.

Theory of change example

Clear Impact Consulting Pdf, 240.4kb

Published: February 2024

A process for thinking about and describing strategies, programmes, projects or organisations.

Please note the MMHA is not responsible for the content of external sites.

See more of the toolkit

Explore the other sections, or head back to the Toolkit landing page.

Breaking barriers

This section is split into two, looking at examples of the barriers women and families may face to both accessing perinatal mental health services and to local involvement in groups and organisations.

Read more

Making connections

Explore ways to connect with local organisations and advocate for positive changes in perinatal mental health services. Find examples and ideas for local groups and individuals looking to collaborate and influence their local landscape.

Read more

Sharing stories

Learn how to share stories about perinatal mental health in a safe way. Ideas here may be useful to local groups engaging those with lived/living experience, as well as for people with lived/living experience wanting to tell their stories safely.

Read more

Back to Toolkit landing

This toolkit offers creative ideas and practical tools to empower individuals in shaping perinatal mental health care at the local level.

Read more