Why one person’s story is better than all the pie charts in the world
I’ve worked with a range of non-profits on projects, and it would seem they have the perfect material for the content-rich, engaging type of web presence that really works.
But all too often, they can’t see the wood for the trees. How they explain what they do and its impact often sounds more like a briefing to market analysts than anything that will grab an audience and make them want to get involved.
Too often, it’s ‘We fund this many projects in this many countries, and every year we raise this much money to do it. Our average grant is this much, and this percentage of our donations goes directly to projects on the ground.’
This might be how to outline a rational case for why I should donate (along with PowerPoint slides containing some pie charts), and I certainly want your organization to be run on a rational basis, but reason alone isn’t going to make me want to help.
So how should non-profits articulate their purpose and results powerfully? You need emotion – harder to control, not quite so businesslike, but so much more effective. We support those causes we connect with emotionally.