As part of the stewardship process donors expect many things from us. Chief among these things is demonstrating the impact of the generosity they have provided our organizations. Traditionally, there are two types of reporting on an individual donor’s gifts, financial and narrative.
One of the considerations we must make as professionals is which is more powerful? The numbers or the narratives? I would argue that it doesn’t have to be an either-or proposition. Ideally, it will be both numbers and words working together in harmony to help donors understand the impact of their generosity. Not all donors are the same. Some are fixated on financial impact, transparency, and accountability. While others want the minute details on how every cent is spent.
Consider this scenario, a stewardship narrative woven with storytelling and a deft narrative, and supported by the numbers that underline your case. This is truly the ideal.
Numbers alone do not tell a story, and a narrative needs credence and numbers to back it up. It’s not an “either or,” it’s a “yes, and.” One doesn’t just drop numbers on a donor without context, it would be too confusing and devoid of meaning. Yet, the most impactful donor communications occur where these two meet—when the numbers tell a story that creates a deeper connection for donors to their impact.
It’s not enough to say, “Your gift helped 500 children access clean water.” Instead, take those numbers and weave them into a narrative. Imagine saying, “Because of you, Maria, a mother in rural Guatemala, no longer spends four hours a day fetching water for her family. Your generosity gave her 500 extra hours this year to spend with her children.”
This isn’t just about pulling heartstrings—it’s about creating what behavioral economists call "emotional resonance," a critical factor in donor retention. By pairing data with vibrant, specific stories, nonprofits can move beyond transactional reporting to transformational stewardship. Use vivid details, tie outcomes to individual lives, and always circle back to the donor as the hero of the story.
Take for example this paragraph we often see:
In 2023, we provided scholarships and mentorship programs to 85 high school seniors from underrepresented backgrounds, supporting their transition to higher education. Of these students, 47% were the first in their families to attend college, and 62% pursued STEM-related fields, aiming to address critical workforce gaps. Our program provided $425,000 in scholarship funding, averaging $5,000 per student, alongside 1,020 total hours of mentoring sessions delivered by 15 volunteer professionals. These efforts contributed to a 92% college acceptance rate among participants, aligning with our mission to reduce educational disparities in underprivileged communities.
Now compare it to this narrative that includes data to support the story:
Meet Jalen, a high school senior who dreamed of being the first in his family to go to college but lacked the resources to make it happen. Thanks to your support, Jalen received a scholarship and mentorship that turned his dream into reality. He’s now part of a larger story—over 85 students you’ve helped this year who are breaking barriers and paving the way for a brighter future.
Here is another example:
In 2023, donor contributions allowed us to distribute 12,450 nutritional kits to children under the age of five across 14 rural communities, addressing critical malnutrition rates averaging 24% in these regions. Over the year, we conducted 3,200 health screenings, identifying and treating 780 cases of acute malnutrition, and administering 6,100 doses of essential vaccines, including measles, polio, and hepatitis B. Additionally, we installed 47 handwashing stations in schools, benefiting approximately 8,300 students and reducing the incidence of waterborne diseases by 18% compared to 2022. Donor funding also supported training for 125 community health workers, who collectively provided 9,600 hours of health education sessions to caregivers, ensuring sustainability and long-term impact. These initiatives are part of a multi-year strategy to improve child health metrics, with ongoing monitoring and evaluation to track progress.
And now an even better narrative:
When Aisha first came to the community health clinic, she was too weak to play with her friends or attend school. At just four years old, her bright smile had been dimmed by severe malnutrition. Her mother, Fatima, shared that their family had struggled to put food on the table, and Aisha’s condition had only worsened as clean water and basic healthcare were out of reach.
But then you stepped in.
Because of your generosity, Aisha received one of the 12,450 nutritional kits we distributed this year, tailored to provide her with the vitamins and calories her body desperately needed. With every bite, her energy returned. Soon, she was not just surviving but thriving. She also received her vaccines—part of the 6,100 doses your support funded—protecting her from diseases that once threatened her fragile health.
Your impact didn’t stop there. Aisha now washes her hands at one of the 47 handwashing stations installed at her local school, where she is finally able to learn and play like other children. Across her community, these stations have reduced waterborne illnesses by 18%, keeping kids like Aisha healthy and in class.
And the ripple effect of your kindness goes even further. Because of donors like you, 125 health workers were trained this year, including the one who visited Aisha’s family and taught her mother how to prepare balanced meals with the resources they have. This community now has the tools and knowledge to sustain the progress you helped make possible.
Aisha is just one of the many children whose lives you’ve transformed. You’re not just a donor—you’re a hero in her story and in the stories of thousands of children who now have a brighter, healthier future because of you. Thank you for being the difference.
The first example is what I call a “data dump communication.” It’s factually accurate, but emotionally disconnected. It tells donors what you’ve done without showing them why it matters. It’s informative, but it lacks the spark that connects donors to the lives they’re changing.
The rest of the examples use storytelling to make the donor the hero. They weave data into narratives that show impact, rather than just reporting it. Stories like Aisha’s help donors visualize their role in your mission. They see the results of their generosity, and feel a deeper emotional connection to your cause.
Here’s the thing: donors don’t give to spreadsheets. They give to people. And while numbers are critical for demonstrating accountability, they’re not enough to inspire action on their own. However, when you pair that data with storytelling, you create something transformative—a message that informs, moves, and motivates.
So, the next time you’re writing an appeal or an impact report, try this: lead with a story. Introduce a person whose life was changed because of your donor’s support. Then, back up that story with your stats that illustrate the broader impact. Together, they’ll create a powerful narrative that’ll resonate far beyond the numbers.
After all, your donors aren’t simply funding programs—they’re changing lives. Let’s make sure they feel it.
By Lynne Wester
