Visualizing and Communicating Your Statistics
Data by itself doesn’t do your organization justice in terms of showing your successes. There is so much more behind the numbers you track. There are stories of change that drive what your metrics tell you. Storytelling amplifies your impact in a way that a spreadsheet never will.
Positive change is intrinsically compelling. It’s your job to show what you accomplished and your path to success. There are ways to grab your audience’s attention in a visual, visceral way that can also usher in more support for your brand. This often means translating the information into something tangible. Your metrics already hold the pieces of the story. It’s up to you to put it all together.
If your stats aren’t easily understood, they’re not going to make much of an impact. And these days, visual content is king. Think about it: Grasping how many tons of carbon have been neutralized is a lot easier to understand when you present it as equal to taking X amount of cars off the road.
Being able to distill your information, analyze it, and present it in an easily digestible way (read: visual) will make your stats stand out.
Visuals shared directly from your audience can be a big lift in proving your social enterprise has people and the planet at heart, not just profits. Encouraging your customers to share their own metrics compel others to see what is possible. All of this can be used as regular content in your marketing strategy.
The nature of your business may mean there are sensitivities to keep in mind. A big ‘don’t,’ for example, is using an impromptu picture of a person experiencing homelessness that was impacted by the good your organization did. There’s effective storytelling and then there’s exploitation. Don’t succumb to the latter.
Emotion drives people to dive deeper into your brand. Infuse a case study on your website with emotion and relatable, compelling storytelling. Another good way to share outcomes is through pictures, videos, testimonials, or ongoing updates.
Tell your story creatively and tactfully. Not at the expense of those you are impacting.