Community TechKnowledge

All nonprofits have been affected by “the new normal,” a post-great-recession term used to depict record levels of increasing need with decreasing levels of public and other support.  Now more than ever, nonprofits are pressed to show the results of their work.  However, without random assignment, the greatest “theory of change” and “logic model” in the universe cannot offer a causal link between program activities, outputs, and social change.  At best, nonprofits can only depict how their program moves along an expected path toward social change, depict how participants are responding in expected ways, and make a reasonable claim of success (or use lessons learned to improve).  In my opinion, to effectively communicate this claim, nonprofits must integrate storytelling with quantitative results.  Below are a few thoughts about ways to communicate results to donors, funders, advocates, and others with storytelling.

Use Data Visualization

As digital strategist and nonprofit executive Debra Askanase suggests, data visualization is a very useful form of storytelling for nonprofits. Every day “creative quantification” is on display across social media platforms to encourage us to contemplate the breadth or depth of a social issue. 

As born doodler, I am naturally drawn to visual expressions that emphasize a point or a point-of-view.  However, many will be happy to know that data visualization does not require exceptional artistic talent. To get started, I would recommend a review of the resources shared by Beth Kanter and others on the Data Visualization for Nonprofits Wiki, and her blog post, “Data Visualization Techniques for Those Who Can’t Draw.”

Develop a Network of Influencers

Many nonprofits are now using social media platforms in pursuit of a virtual crowd that “likes” and ultimately advocates and supports their cause.  Members of this group can easily and efficiently share stories with their personal network, however, “share-ability” is based on the nonprofit’s storytelling ability.  Moreover, the effectiveness of the sharing is tied to whether the group’s collective personal network includes key stakeholders (e.g., donors, funders, community leaders).  Not all “likes” are created equal.

Nonprofits should consider a deliberate invitation to a handful of key influencers to become advocates and share their social impact stories.  This builds awareness of what you do (for those who don’t know) and re-emphasizes your results to your key supporters.  Influencers can include foundation staff, hyper-local news writers, local civic groups, targeted youth groups, and others.  Cultivate, engage, and activate them on behalf of your social impact brand.

Real-time Distribution

Assessing and communicating results is no longer a post-program activity.  Use social media as a real-time news source for sharing results with funders, supporters, advocates, and influencers.  This means more than just posting a picture with a caption.  Include results-oriented statements, poignant images, or infographics that increases awareness for the cause, shares success, and/or points out lessons learned. Re-write the stories in the third-person and ask local and regional funders to broadcast it.  At the Community Foundation of South Jersey, our Facebook page is primarily dedicated to telling the stories of our grantees and other high impact nonprofits in the region.

Rethink the Annual Report

Finally, nonprofits should consider rethinking the annual report.  Can you get away with a digital annual report? One of my favorite examples of a new approach to annual reports was the 2011 Salvation Army Annual Report.  This report offers a perfect balance of data and stories.  Platforms like Prezi and Sliderocket can be used to make the annual report explode with compelling visuals and content, leaving constituents anxiously awaiting the next publication.

Spending precious time, resources, and capacity to collect data is not enough.  If done well, storytelling combined with quantitative results can lead to an expanded network of advocates while communicating a nonprofit’s value to funders and donors alike.  Ultimately, it is a nonprofit’s story that will sustain it.