Theory of Change

The Alex, Momentum, Calgary Reads

Visualizing nonprofit impact: how Atom reimagines Theory of Change frameworks

What is a Theory of Change?

The Theory of Change (ToC) is a strategic framework that nonprofits use to articulate their mission. By mapping out the causal pathways between actions and results, a ToC provides a clear, visual representation of how an organization drives impact, making it easier to communicate complex processes. A ToC not only helps nonprofits align internal teams but also builds credibility with external stakeholders, such as funders and donors, by demonstrating strategic intent. When done well, a ToC becomes a foundational asset that guides decision-making, informs program development and strengthens storytelling.

The value of working with Atom is in how deeply they invest in understanding the meaning we’re trying to convey. Together, we found a solution that honours the complexity of our work and is still easy on the eye. The final visual idea was so strong that we used the concept as a jumping off point for our next strategic retreat. We found parallels from western and Indigenous ways of knowing, explored two and three dimensional construction, and observed our strategic decisions from different points of view. All of this happened because the team at Atom listen at such a high level. I go to Atom when we need a design partner in the truest sense of the word.
Carolyn Davis
Director of Community Engagement, Momentum

The Alex

The Alex, a Calgary-based nonprofit, provides a wide range of services aimed at supporting vulnerable populations. Initially, their Theory of Change was represented by a pyramid diagram, which failed to capture the cyclical nature of their work and the multiple pathways their clients might take on their journeys towards independence. Atom redesigned The Alex’s ToC as a diagram that showcases how clients might re-enter programs or engage multiple services over time. The visual also incorporated partnerships with other organizations, reflecting the organization’s collaborations with local partners. Ultimately, Atom reimagined a complicated model as an intuitive representation that’s easily understandable at-a-glance.

Before and after

Powerpoint version

Momentum

Momentum focuses on increasing financial empowerment and sustainable livelihoods for individuals in Calgary living on lower incomes. Their original Theory of Change was complex and layered, making it challenging to convey the organization’s mission and impact. Atom redesigned the framework to better visually connect the organization’s work on individual growth with its efforts to increase systemic economic inclusion through policy change and advocacy. Atom’s looping structure elegantly illustrates how these two areas interact. Atom also developed supplementary assets, such as a strategic map for internal alignment, ensuring that staff and partners could easily understand and communicate Momentum’s priorities.

Before and after

Theory of Change – horizontal version

Theory of Change – vertical version

Strategic map

Strategic direction

Calgary Reads

Calgary Reads’ Theory of Change, appropriately titled ‘The Story of Change’, outlines a clear, linear path to fostering literacy and confidence in children. Atom transformed the organization’s messaging into a visually engaging narrative, mapping Calgary Reads’ ability to help address barriers to literacy and create meaningful, literacy-rich environments. The diagram highlights key initiatives like the Little Red Reading House, book banks and community reading spaces – while emphasizing the broader vision of a future where every child experiences the transformative power (and joy!) of reading. By translating their mission into a story-driven visual highly attuned to the organization’s brand, Atom enabled Calgary Reads to effectively communicate impact to funders, families and the wider community.