In this blog post, we’ll cover all the basics, including:

• What an impact story is
• Why they are important
• What kind of impact stories to include in your annual report
• How to find and create great impact stories
• Killer examples of  impact stories in action

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).

Why are impact stories important for a nonprofit annual report?

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.

What kind of impact stories should you include?

How to find a great impact story

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?

1. Characters: Identify your most compelling stakeholders. Which have the most interesting stories? 
2. Problem/plot: Consider what your biggest issues were this year. What problems were you trying to solve? 
3. Resolution: What were some of the biggest accomplishments of the year? Which initiatives stand out?

These questions should help you pinpoints specific stakeholders and plots that you can include in an impact story.

Putting it all together

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:

• Transparency: shows readers exactly how they helped to improve someone’s life
• Focuses on the details: this helps stakeholders connect to both Ronnie and the mission
• Humanizes the impact: this story shows that anyone can struggle, even those reading this annual report. This makes the call to action more urgent.

• It places readers right into the action: a story that’s immersive will lead to more donations and better retention
• It shows a variety of key stakeholders: the diversity in characters—beneficiaries, leaders, etc.—allows for more context and authority
• Showcases clear impact: upbeat and inspiring, the video highlights just how important contributions are