In this blog post, we’ll cover all the basics, including:
Ever heard of the phrase “show don’t tell?” Well, that phrase applies here. Instead of telling supporters how important your work is (and how important their donations are), show them with stories.
Unlike a lot of metrics or statistics, an impact story relies on storytelling tactics. If executed well, they evoke emotion and help readers connect to the heart of your mission. Unlike metrics and stats, which can sometimes overwhelm and confuse readers, stories allow supporters to feel tied to your mission emotionally.
Impact stories can take a variety of formats. They can be a long-form blog, a social media post, a video, and more. For the purpose of this blog, which is focused on impact stories for your nonprofit annual report, we suggest using written stories with photos, videos, and social media integration (more on that later!).
All impact stories, though, should follow a narrative sequence, much like a novel. In this case, your story should include a clear problem (the issue you’re solving) and clear characters (your stakeholders). And, of course, a clear progression or resolution (your impact).
Storytelling is one of the most effective marketing tools, across industries. In the nonprofit world, stories allow stakeholders to emotionally connect to your mission. When supporters feel this emotional connection, they’re more likely to contribute. Mainly, impact stories create connection and showcase proof of impact.
Connection. Think of it this way—what tv advertisements have stuck with you recently? Have they been ones about medications and their side effects? Or are they the commercials that show puppy shelters with sad music in the background? I’m sure almost anyone would say the latter. The puppy commercials evoke emotion in us—they make us sad, hopeful, and drawn to the message. Impact stories in your annual report are much the same.
Proof of impact. Likewise, impact stories are also essential for showing real proof of accomplishments. As we’ve previously explored, impact stories are often considered qualitative data. They show supporters that you’ve accomplished the work that you’ve set out to do—and they’ve contributed to.
Impact stories, not to be confused with testimonials, can involve a variety of stakeholders (or characters!). For your annual report consider including:
Impact stories from volunteers. People often volunteer for nonprofit organizations because they feel connected to the mission. Sometimes, the connection is personal. If you have some passionate volunteers who is tied to the mission, consider writing an impact story about their perspective. This might include a story about an event that they felt strongly about, or insight into why they support your mission.
Impact stories from beneficiaries. Beneficiaries are the perfect people to frame impact stories around. And, the most effective. This story should revolve around the beneficiary’s life before your organization’s help. And, their life after your help. This shows donors, rather than tells them, how important their contributions are.
Impact stories from donors. Like volunteer stories, consider involving a donor in one of your impact stories. Center the story around what their involvement in your mission means to them, and why they continue to contribute. This will encourage other donors to get involved.
Impact stories that show your solution to a problem. Any story that can highlight how your nonprofit made a difference and helped solve a problem is key. Whatever stakeholders they involve, the best impact stories highlight how your nonprofit made a difference.
Regardless of format and characters, it can be hard to know where to start when it comes to impact stories. Where do you even begin?
As we mentioned before, a story for your nonprofit should involve all the elements of a great novel—a problem, character(s), and a resolution. But how do you even begin to identify these elements?
These questions should help you pinpoints specific stakeholders and plots that you can include in an impact story.
Once you’ve identified the right people to talk to, and interviewed them, it’s time to put it all together. Whether your impact story is a video or a written narrative, be sure to keep these tips in mind:
Focus on the human element. While statics and measurements are important, impact stories are all about the human, emotional connection. Feel free to interject meaningful numbers, if appropriate, but be sure to really hone in on the human elements. A video, for example, is the perfect way to humanize the story.
Capitalize on the details. In order for impact stories to be effective, they need to engage the five senses. Details will allow your readers to feel like they know and understand the person in the impact story. Though can take any format, video is one of the best ways to handle this.
Make it interactive. Part of engaging the five senses, as mentioned above, is giving readers a chance to interact with the content. While there are many ways to do this, adding a custom donation link, or integrating an impactful social media post, are some of the best methods for interactivity.
Why we love this example:
Why we love this example:
Why we love this example:
For more tips on how to create you nonprofit annual report, check out our blog!