The standards suggested to continue by listing the characteristics of effective measurement including reference to the SROI standards. “For measurement to be effective it must be (GECES 2014): – relevant: related to, and arise from the outcomes it is measuring; – helpful: in meeting the needs of stakeholders’, both internal and external; – simple: both in how the measurement is made, and in how it is presented; – natural: arising from the normal flow of activity to outcome; – certain: both in how it is derived, and in how it is presented; – understood and accepted: by all relevant stakeholders; – transparent and well-explained: so that the method by which the measurement is made, and how that relates to the services and outcomes concerned are clear; – founded on evidence: so that it can be tested, validated, and from the grounds for continuous improvement”.