In Part 1 of the series, we looked at which target groups we want to reach with our impact communication and the purposes we aim to achieve. But for your messages to truly make an impact, you need to analyze your data, find the right stories, and prepare them compellingly. How can we turn our data into stories that move people?
Step 1: Data Analysis – The Foundation for Compelling Impact Stories
Before you start crafting your stories, it’s essential to understand the impact your NGO has achieved and how it can be demonstrated. The following steps will help:
1. Select Data
Not all numbers and facts are equally relevant. Choose the data that best illustrates the core of your impact.
- Which results stand out?
- Are there surprises that could attract attention?
- Which figures can be linked to emotions, interview quotes, or stories?
2. Create Causal Chains
The impact logic — also known as the “Theory of Change” — is the causal chain that links activities, outputs, and outcomes. It clarifies how specific inputs lead to certain impacts. Here’s an example:
- Input: Providing school supplies through donations.
- Activity: Conducting educational programs.
- Output: 200 children participate in workshops.
- Outcome: 80% of the children improve their understanding of sustainable practices.
- Impact: Long-term promotion of resource-conscious behavior in the region.
The Theory of Change provides a logical, transparent, and comprehensible foundation to convince your target groups and make your organization’s impact measurable.
3. Define Target Groups
Analyze which data is particularly important for each target group. Donors may care more about the outcome, while internal stakeholders may want detailed insights into inputs and outputs.
Step 2: Storytelling – Creating an Emotional Connection
Data alone doesn’t convince people. Humans often act based on emotions, so if you want to motivate people to take action (e.g., to donate), emotional storytelling is essential. Storytelling connects facts with emotions and makes the impact tangible.
1. Use the Hero’s Journey for Impact Communication
The classic Hero’s Journey offers a proven structure for stories:
- Hero: A beneficiary or donor who receives or provides support through your organization.
- Problem: A challenge that forces the hero to take action.
- Solution: Your organization steps in as a “mentor” that helps with knowledge, resources, or support.
- Transformation: Show how the assistance has changed the hero’s life.
2. Combine Facts and Emotions
Facts are great. They support and prove what would otherwise just be a claim. But facts are dry. By adding a story and a hero, you bring the numbers to life.
Example: “80% of the youth in our program report having better future prospects. Like Aliya, who has now secured an apprenticeship as a carpenter — a dream she thought was out of reach two years ago.”
3. Be Specific
Avoid general statements and bring stories to life with details. Instead of saying, “We help many children,” say: “Last year, we helped 124 children return to school, including 9-year-old Lina, who now dreams of becoming a teacher.”
4. Show, Don’t Tell
One of the most important rules in storytelling is “Show, don’t tell.” This means you don’t have to describe everything directly; you can also show it. Instead of writing, “Marie is a single mother living in poverty,” show it: “Marie has to count every penny to provide three healthy meals a day for her two children.”
5. Appeal to Emotions
Use visual elements like images or videos to enhance stories. Show personal progress and create a “before-and-after” comparison to illustrate impact clearly.
Step 3: Presenting Stories and Data
The way you present your stories often determines whether your target groups connect with your message.
- Visualization:
Use infographics, charts, and images to present data clearly and engagingly. - Combining Data and Narrative:
An annual report can include a beneficiary story alongside an infographic that illustrates the impact with numbers. This appeals to both heart and mind. - Cross-Media Storytelling:
Adapt your stories to different channels:- Social Media: Short, impactful stories with strong visuals.
- Website or Newsletter: Longer narratives with quotes and supporting data.
- Annual Reports: In-depth insights and comprehensive analysis.
Impact Communication that Moves
Data is the starting point, but stories bring impact to life. A solid analysis combined with strong storytelling is the key to reaching both hearts and minds.
In Part 3 of the series, we’ll showcase numerous inspiring examples of successful and creative impact communication. Let these examples inspire your own communication efforts!
