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This paper reviews the theory and practice of outcome measurement in the cultural sector. «Outcome» here means changes in the lives of beneficiaries, i.e. the meaning it is usually given in the social impact literature. The emphasis is on outcome measurements that are useful both to the cultural organisation, and to prospective «impact» investors, as well as donors. I review outcome maps and Italian best-practices, as well as average standard practice. I find the overall state of measurement and reporting rather backward, with exceptions, and put forth proposals to set up social impact funds, relevant and attending Web resources focusing on capacity building in the cultural sector, and the attending resulting measures and reports.