Communicating your nonprofit’s impact is crucial to winning over supporters. Although informative, your Financials and About Us pages aren’t the most compelling ways to show what your nonprofit has achieved. An Impact page is a chance to report on your accomplishments in a way that makes your mission come to life and inspires past, current and potential supporters.
Feature measurable results.
Highlight statistics and facts about your work as visually as possible. If you don’t have an in-house designer, 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.
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.
Demonstrate the impact of your work as being thanks to your supporters and partners, which can inspire additional giving as well as a warm and fuzzy sense of pride. When writing, use the words “you” and “your” more than “we” and “our.” You might even decide to call this page “Your Impact.”
Consider your donor diversity.
Not all donors care about the same things. Include content that covers a wide range of programs or services to help reach as many visitors as possible. Let them know that your work is an extension of their core values and interests.
See how real nonprofits have made their Impact pages and find resources about tracking your impact by checking out our post, Inspiring Examples of Nonprofit Impact Pages.