By Dionna Dash
Although so many nonprofit pros dread it, an impact report is a pivotal opportunity. A chance to enhance your organization’s donor retention and stewardship, leading to long-term sustainability and growth. Retaining existing donors is significantly more cost effective than acquiring new ones, and if you steward those donors by keeping them informed, appreciated and engaged, they’ll likely increase their contributions over time and become valuable advocates for your cause.
But how can you use your impact report to build those relationships? Storyraise co-founders Josh Kligman and Jeff Rum have compiled six key steps for impact report success, allowing your report to work for you.
Read below for a recap of each of these steps, and view the full guide by clicking here.
1. Identify Audience 🙋
Understanding who your supporters are, what motivates them, and how to communicate effectively with them will change and enhance the ways you market to them. Audience identification goes beyond standard demographics like age and gender. Knowing your donors’ values and interests and tailoring your messaging to align with them will promote a stronger connection between stakeholders and your organization’s mission.
Once you’ve identified your audience, you can segment your donors into distinct groups based on:
1. Demographics: age, gender, income, education level
2. Geographics: location, region, community type
3. Psychographics: values, interests, lifestyle
4. Behavioral information: donation history, event participation, volunteer activities
Each communication piece should appeal to an aspect of your donors’ lifestyles, sparking their interest beyond a standardized email, newsletter, or social media post. But how do you find this information? There are a few different methods you can use:
- Directly asking your supporters about their interests through surveys and questionnaires
- Reviewing website analytics and social media insights
- Analyzing data from your Customer Relationship Management (CRM) system
Preview this example of a Storyraise impact report as either Sarah or John Doe to see how segmented audiences can each be shown a different story within the same report, using variable data tags.
2. Measure Outcomes 📏
No good report is complete without statistics. Showing your audience the tangible outcomes of your efforts is crucial for building trust with your donors and ensuring continued support. But not just any data will do – you must highlight the numbers and stories that measure the outcomes of your projects and programs effectively. And you must present those findings in a way that resonates with your audience.
To successfully demonstrate impact, you’ll want to use a mix of quantitative outcomes (numerical results displayed in stats, charts and graphs) and qualitative outcomes (quotes, stories and testimonials from real people). Gather this information through surveys, interviews, focus groups and by reviewing administrative data you already have.
Once you’ve identified trends, measured progress and drawn conclusions about your impact, be sure to display those outcomes in a clear, concise and visually appealing way in your report. Remember to reanalyze your impact regularly in order to present the most accurate information to your donors.
Check out this annual report from the Springwood School that effectively features both qualitative and quantitative outcomes.
3. Personalize for Donors ✉️
Crafting personalized messages and stories that speak to donors on a deeper level makes your supporters feel valued and appreciated, showing them the specific impact of their contributions. This customized messaging promotes increased engagement, stronger connections to your mission and higher retention rates.
If you already identified your audience as discussed earlier, then you can segment your donor base into four main categories:
1. Major donors: contribute significant amounts
2. Recurring donors: give regularly
3. First-time donors: new supporters
4. Lapsed donors: have not contributed recently
Each of these groups will receive a distinct message acknowledging their past contributions and highlighting outcomes that are relevant to their giving histories.
And if you’re struggling to keep track of each segment and personalized message, let technology automate the process for you. Tools like email marketing platforms, CRM systems and data analytics software make customization a breeze. They can even help you track the efficacy of your segmentation by providing metric data on open and click-through rates and offering processes like A/B testing to experiment with which messages resonate best.
Check out these examples prepared for donors James and Linda to see how you can use data from your CRM, like first names, to automatically personalize the same report for each individual supporter.
4. Amplify Mission 📣
If you’re limiting your messaging to one communication channel, you’re limiting your organization’s impact. By leveraging various communication channels, crafting compelling messages and engaging your donors consistently, you can reach a wider audience and inspire further generosity. Social media, email newsletters, website and blog posts, press releases and media outreach are all tools that should be in your arsenal.
The power of storytelling in donor stewardship should not be downplayed – donors give first and foremost with their hearts. Be sure to tell stories of impact that evoke emotions and connect with your audience on a personal level. By pairing these testimonials with visual content, multimedia, and clear calls to action to donate, volunteer or share content, your message will soar.
And don’t forget to provide regular updates to this content. Interactive polls or posts, online webinars and in-person events and collaborations with partners and influencers all provide more visibility to your organization and offer donors an opportunity to engage further with your mission.
See this report from the Lick-Wilmerding High School that mentions their mission in an opening letter and then showcases that mission through moving photos and stories.
5. Communicate with Transparency and Emotion 🔎
Maintaining open, honest communication about your organization’s activities and outcomes is crucial to gaining the trust of the community and your donors. Paired with emotional storytelling, this transparency fosters a sense of honesty and integrity, while creating a deeper connection with your audience that is essential for long-term donor relationships.
Part of this transparency is ensuring that the data and financial information you’re sharing is presented in an understandable, accessible way. Charts, graphs, and interactive elements help donors digest this information and comprehend it as proof of your impact. Be sure to regularly update communication channels with progress reports about projects in order to display the most accurate, up-to-date data.
Another aspect of honest communication is to be real, both about your projects’ successes and through the voices you choose to amplify. When setbacks occur, acknowledge them openly and craft a plan to improve or pivot in the future. When featuring quotes or testimonials, make sure they come from real people sharing their real-life experiences.
Check out this social post from Hebrew at the Center that presents their report about a tough topic with transparency and emotion.
6. Thank and Recognize 💝
There’s no doubt that you’re immensely grateful to your donors and the impact they’ve allowed you to make on your community. Be sure to turn that gratitude into recognition by consistently thanking your supporters. This reinforces their value to your organization, creates a sense of community and appreciation, and motivates them to continue their generosity.
Personalized thank you notes are a meaningful gesture that goes a long way for lower-level donors. They can be handwritten or emailed depending on how many donors you’re sending them to and how much time your team has to prepare them, but either way, they’ll be appreciated. Exclusive updates, like reports or newsletters, are another great way to show these donors that they are valued.
For major donors, public recognition with social media shoutouts, donor walls and mentions at events or fundraisers is a gratitude strategy that is sure to impress. Offering these supporters access to special donor appreciation events or volunteer opportunities and recognizing them with annual awards, certificates or benefits will also encourage them to keep funding your mission.
Check out this template from Storyraise that lets you create a personalized, handwritten thank you note for any donor with the click of a button.