<p>This paper explores the management of societal impact in the context of Horizon 2020 (H2020) Social Sciences and Humanities (SSH) collaborative projects. Given the increasing demand for societal relevance in European-funded research, this study aims to (a) understand how societal impact is managed and (b1) identify the driving forces and (b2) barriers that influence impact management. By conducting semi-structured interviews with ten project coordinators from different European SSH projects, selected through purposive sampling procedures, the collected qualitative data were analysed using Atlas.ti. The thematic analysis revealed six themes: effective framework, stakeholder involvement; appropriate dissemination, competence, diversity and experienced members, limited post-project impact resources; and ineffective planning. This paper contributes to the discourse on project management by proposing a refined evaluation framework for societal impact that recognises different management strategies and considers the need for strategic planning and resource allocation to achieve sustainable societal impact. Our findings advocate for policies that promote greater transparency and inclusiveness in project evaluation, ultimately aiming to better align research outcomes with European policy priorities and societal challenges.</p>