Donors Aren't Interested in Your Numbers
Nonprofits, donors aren’t interested in numbers...
Here’s the scenario: You’re finishing the annual impact report. Everything is laid out in a nice editorial spread. The most prominent data is placed at the beginning, stating how many programs were run and how many individuals were served. Towards the end of the report, a brief story about a program participant has also been added.
While numbers are important, and necessary, components of a report, placing them before participant stories prevents readers from immediately connecting with your nonprofit emotionally.
Most nonprofits prioritize numbers over stories, believing that the former is what will be most interesting to donors. The problem is that humans do not emotionally connect with numbers, nor do they often remember them. If your impact is not remembered, that becomes a significant fundraising problem.
So how do you communicate your impact to donors? Review the examples below:
“The annual gala raised $60,000 to support hippotherapy lessons at Joyful Farm.”
“Before attending lessons at Joyful Farm, eight-year-old Andy struggled to sit independently. Now, after attending hippotherapy sessions for the past year, Andy can support himself in his chair at dinnertime with his family. Because of your generosity at the annual gala, which raised $60,000, we’re able to ensure that more children like Andy receive the care they need.”
Which option will you remember?
Moving forward, begin collecting stories from your nonprofit. Talk to your staff, volunteers, and guests. Collect your data and identify where it intersects with your narratives. You’ll thank yourself later when it’s time to create the annual impact report.
