Communicating your nonprofit’s impact on its cause is crucial to winning over supporters. Although informative, your financials page isn’t the most compelling way to show what your organization has achieved. Nonprofit impact pages are another way to report on your accomplishments that make your mission come to life and inspire past, current and potential donors.
We’ve put together a quick list of four ways to make your impact shine with examples from real organizations. And because content should come first on a page like this, don’t miss the resources at the end of this post that can help you measure and communicate nonprofit impact.
1. Feature Measurable Results
Highlight statistics and facts about your work as visually as possible. If you don’t have in-house design talent, you can use short lists and headings to make your numbers stand out. And don’t forget to explain what your numbers mean! You could focus on how they’ve changed over time and what you expect going forward to give the data more context.
Example: Ecology Project International
I love the combination of numbers, graphics and photos on the Our Impact page of Ecology Project International’s website. They also managed to weave in some fun nature facts that help explain the importance of their mission.
Example: Aim High
We enjoyed building the Our Impact page on the Aim High website. Turning data into interactive elements helps demonstrate the momentum toward their mission, and the numbers are balanced with stories from students and teachers.
2. Get Real With Many Voices
Leverage stories, case studies, quotes and video clips of others talking about the impact of your mission and programs to show authenticity. This third-party validation offers content filled with emotion rather than just the facts. In addition, donors are motivated by the idea of helping one person versus the masses, so focus on quality rather than quantity.
Example: San Francisco-Marin Food Bank
The SF-Marin Food Bank has an entire section of their site devoted to impact! The primary Our Impact page is a perfect example of using different voices to communicate their mission and contributions to their community. Not only does the page feature photos and stories of the people they serve, but visitors also find an “Our Impact” video featuring program participants.
Example: Pat Tillman Foundation
Like the previous example, the Pat Tillman Foundation also uses video on their impact page. But the Foundation takes it a step farther and profiles participants by program area alongside additional information about their services and the community.
3. Show Gratitude
When writing for your nonprofit impact page, use the words “you” and “your” more than “we” and “our.” It demonstrates the impact of your supporters and partners, which can inspire additional giving as well as a warm and fuzzy sense of pride. You might even decide to call this page “Your Impact.”
Example: Red Nose Day
A program of Comic Relief, Inc., the Red Nose Day page describes impact with messaging like “how we put your donations to work” and stories that start with “You help kids like Zoey.” The page spells out what different amounts of donations can “buy” and puts donors in the driver’s seat when it comes to making a difference.
In addition to pulling in blog posts to show “your donation at work,” the Heart and Stroke Foundation of Canada sends a strong message about how they value donors with a bold statement: Your generosity funds medical breakthroughs. As an added bonus, the page builds on that message with a story-filled Report to Donors and offers a lot of awareness-building information.
4. Consider Donor Diversity
Not all donors care about the same things. Include content that covers a wide range of programs/services to help reach as many visitors as possible. Let them know that your work is an extension of their core values and interests.
The Our Impact page for the Michael J. Fox Foundation for Parkinson’s Research highlights the organization’s priority areas and offers stories and case studies filtered by the user’s interests. Visitors also find a video explanation of the impact, adding another great way to digest information.
Example: LA Family Housing
The impact page for LA Family Housing offers a simple look at the numbers for different areas of focus and their operations. Along with well-design graphics, the page does a great job offering a snapshot of many activities, allowing visitors to find the topics they care about the most. Each section also makes for great social media content! Pair a statistic with a simple photo to make your impact more visual, like in this Facebook example.
Resources for Tracking Your Nonprofit Impact
Putting together your impact page can be challenging if your organization doesn’t already consistently track program, volunteer and operations-related data and content. In addition to the examples above, here are some resources you can turn to for help:
- Measuring the Impact of Your Nonprofit Program
- How to Talk About Nonprofit Impact from Inputs to Outcomes
- Metrics For Success: Evaluating Your Volunteer Program
- Even More Benefits to Tracking Outcomes
Adding an impact page to your nonprofit’s website helps demonstrate how you’ve put donations to work, and it can inspire your supporters to stay involved and spread the word. While tracking and putting it together means a little extra work, there are lots of ways to re-purpose that content on your blog, in emails, on social media—and maybe even your annual report!
How else can organizations share their results online? What great examples have you seen? We’d love to hear from you in the comments.