Data and stories is a better combination than fish and chips. And when used well can take your nonprofit storytelling to the next level. This week we spoke to Will Cordukes, Founder at Laundry Lane, and picked his brains on how he balances numbers with visuals to weave the perfect story
Q: Will, in the world of fundraising, video that combines storytelling with data has become very powerful. What do you think makes it so effective?
A: I think this approach works because it allows nonprofits to combine real stories with impactful numbers, creating a narrative that’s both emotionally resonant and factually credible. So we capture donors via the head as well as the heart. And we know this makes them more likely to contribute.
Q: People often talk about the importance of emotional connection in fundraising. Why do you think this is so crucial, and how can nonprofits create this connection?
A: Creating an emotional connection is absolutely key in fundraising because it makes the cause relevant to someone who might be geographically, financially or otherwise quite removed from that cause. Numbers and statistics can often feel cold and impersonal, but it’s the stories behind these numbers that actually bring them to life. Once someone is connected to a cause, the stats become relatable and engaging.
Q: Brené Brown famously said, “Stories are just data with souls”. How does this idea play into the work you do at Laundry Lane?
A: That’s a great quote and pretty much sums up what we aim to do at Laundry Lane. While data can really provide the rationale or underline the need, it’s the stories that deliver those specific examples that make the penny drop and people think, “Ok, I get it now.” But you need to work hard on both the emotional and rational elements of any campaign, to make sure you get the right balance. And if you do get that right, there are fantastic opportunities for long-term donor engagement.
Q: Why is data so effective at enhancing a story’s impact for fundraising?
A: The numbers can really add urgency and highlight the need. And it doesn’t always have to be data around the shortfall or the suffering. Numbers that show practical examples of how effective small donations can be, numbers around the percentage of donor funds that contribute to the end cause or data to show progress can also be really impactful. So using numbers to paint a good news story can also help make a cause more attractive for donors.
Q: A recent report from Blackbaud Institute found that nearly 70% of Gen Zers say that impact reporting motivates them to increase their giving. How do you see this trend affecting the future of fundraising?
A: We know there has been a significant shift happening in donor expectations, particularly among younger generations. Gen Z and millennials are looking for transparency and want to see tangible results in the causes they support. This means that nonprofits need to be mindful around how they present their impact. So backing up a campaign with data that brings these aspects of a NFP to life for donors is increasingly important. Q: What are some key steps nonprofits should follow when creating an impactful fundraising video?
A few key steps are:
Identify the story: Choose a story that embodies the mission and impact of the organisation. This could be a personal testimony from someone directly affected by the nonprofit’s work.
Gather supporting data: Collect relevant data that underscores the effectiveness of the organisation’s programs/services. This data should be specific, measurable, and directly related to the story being told.
Weave the story and data together: Seamlessly integrate the data into the narrative. This can be done through visual aids like animated text, graphs, infographics, and animations that complement the story.
Emphasise the human element: Ensure that the story remains the focal point. The data should support and enhance the narrative, not overshadow it.
Call to action: Conclude the video with a clear and compelling call to action. This could be a direct request for donations or an invitation to learn more about the organisation’s work.
Q: How do you ensure that the data and the storytelling is well balanced in the videos you produce?
A: Striking the right balance between story and data is crucial. Too much data can overwhelm and disengage viewers, while too little can leave them questioning the credibility of the story. We achieve this balance by narrowing down the data into impactful statements that complement the narrative. The story remains the focal point, while the data supports and enhances rather than overshadowing . It is really about finding the right moments in a campaign to move from a specific story to highlight the broader or more universal reality.
Q: Finally, what are your thoughts on the future of fundraising, especially with the growing importance of video storytelling?
A: Fundraisers need to communicate impact, but data alone won’t drive donations. Emotional connection is what will ultimately motivate someone to donate. People love stories, but they also want to understand the impact their donations will have. This can be communicated through the narrative and enhanced with data. By doing so, nonprofits can create powerful fundraising videos that not only capture attention but also inspire action.