Going Beyond Numbers to Tell Powerful Impact Stories
Collecting and analyzing data can help social impact organizations understand the magnitude of an issue and give insight into what’s needed to effectively respond to immediate challenges. That said, numbers can only tell us so much when we seek to address complex issues that are very much human-centered.
Going beyond numbers to illustrate impact takes a strategic approach from start to finish. Leaders invested in this work know that to effectively tell a powerful story that weaves in data, one must understand the limitations that come with solely focusing on statistics and percentages.
Here’s some advice that can guide you as you approach your next digital project or story that incorporates impact data.
Identify your reason for telling this story.
Are you seeking to bring new insight to a topic that is not often discussed? Or educate your audience further on a concept you’ve discussed in the past? Or are you hoping to elevate your achievements as an organization or team? While developing your story, be self-reflective about your intentions. Balance the desire to celebrate internal accomplishments by centering on the impact of ongoing support in relation to the individuals, families, and community members served.
Seek to achieve transparency throughout the process.
What is the methodology the organization used for data collection and interpretation? How did teams seek to identify and combat bias within the insights approach? Were there things learned along the way that were unexpected? Sharing this insight with your audience can help to reinforce organizational values and strengthen trust.
Be empathetic in your delivery of sensitive information.
Empathy is critical when interpreting data sets related to sensitive topics. Remember to put things in perspective and develop narrative and social media content that is strengths-based and makes space for nuance. Insights often reflect real-world lived experiences and should be treated with the utmost care.
Tell your audience about any data limitations.
Where are there clear gaps in information? Was data collection through digital methods, like online surveys difficult? Could the approach have benefitted from something like direct mail or phone calls to increase the sample size? Being open about these limitations can help your audience better understand how to contextualize the findings.
Use data visualization to help bring your story to life.
The more you can create secondary opportunities for your audience to experience the data through a visual journey, the greater your chance to keep them invested in your impact story. Don’t worry about things needing to be heavily designed, but try to incorporate at least 1-2 visuals per story to enhance written content.
This 2018 NY Times article on the far-reaching effects of racism in perpetuating the income gap is a good example of how a blend of imagery, interactive graphs, narrative quotes, and in-depth reporting can tell a robust story from multiple intersections.
Effective impact storytelling can bring renewed attention to social impact issues and add clarity to ongoing critical conversations in a way that is beneficial. By continuing to develop narratives that are focused on ethical principles of insights management, you are creating space for dialogue to grow.
WordSpark Digital Consulting is a social impact consultancy based on the East Coast. Ready to learn more about how you can use effective strategy to deepen your connection with relevant audiences? Let’s connect.