Transform data into stories that build trust and attract funding
Collecting data is only half the battle for organizations and companies looking to make an impact. The real challenge lies in transforming that data into compelling stories that resonate with stakeholders. Clients, donors, policymakers, grant funders and community leaders don’t just want numbers; they want to understand the human impact behind the metrics. That’s where data storytelling comes in.
The good news is, within this challenge lies a game-changing opportunity for organizations.
Data storytelling is more than just visualization or reporting–it is fundamentally about crafting narratives that make complex data accessible, relatable, and actionable. By combining high-quality data with a thoughtful narrative, your organization can go beyond basic reporting and use data storytelling to demonstrate the full impact of your work, foster deeper connections with your audiences, and even increase your funding.
In this article, we’re here to help you get started with data storytelling! From gathering and analyzing key metrics to creating visuals and crafting narratives, we’ll show you how to tell stories that not only inform but inspire. Along the way, we’ll highlight tools that make it easier than ever to collect, visualize, and share your data.
Why data storytelling matters
Data storytelling bridges the gap between information and impact. While numbers alone can demonstrate progress, they often fall short of capturing the full picture. By weaving those numbers into a narrative, your organization can engage stakeholders, secure funding, and drive meaningful change.
In a recent survey, we asked SurveyCTO users on community subscriptions, “What benefits have you seen in your own work from using data storytelling?”
Here are the results:
- Improved communication with stakeholders (64%)
- Better decision-making (55%)
- Clearer insights (52%)
- Increased funding (25%)
Over 650 SurveyCTO users in a November 2024 survey told us these were the top benefits they saw of data storytelling.
Top benefits of data storytelling
To fully understand data storytelling’s value, let’s explore how it bridges the gap between raw information and meaningful impact to benefit organizations:
1. Simplifies complex data
Data in its raw form can be overwhelming, especially for audiences like donors or community leaders who may not have a technical background. Even in a cleaned-up, organized report, data can often look highly complex to many. Data storytelling simplifies this complexity, distilling large datasets into key takeaways that are easy to understand.
For example, instead of simply listing survey results about community water access in a spreadsheet, a data story might focus on how a program increased access to medical care from 30% to 80%, and provide details from a few case studies that illustrate both the problem and the solution in relatable terms.
2. Engages stakeholders emotionally and intellectually
Data by itself can inform, but data stories can inspire. Emotional connections make data more memorable and impactful, helping stakeholders see beyond the numbers to the real lives they represent. By weaving real-world examples into data and using them as illustrations for important data points, organizations can create a narrative that resonates deeply with donors, policymakers, and communities.
For instance, imagine you need to provide data on improving clean water access to important stakeholders. Rather than simply presenting statistics on that clean water access, you could tell the story of a family whose health and livelihood improved after gaining access to clean water, and then highlight the data that proves this occurred to create a stronger emotional impact.
Nyaka, an NGO focused on education and community development, exemplifies this approach. Their 2023 annual report combined key metrics like attendance rates and improvements in student performance to demonstrate measurable outcomes. But what truly set their report apart, was the personal stories of individual students, illustrating how educational programs transformed their lives. By pairing data with these narratives, Nyaka created a report that engaged donors emotionally and expanded their impact.
This blend of data and storytelling proves that when organizations highlight the human impact behind their work, they can forge deeper connections with stakeholders and amplify their ability to drive meaningful change.
3. Builds trust and credibility
In the nonprofit sector, trust and transparency are paramount. Stakeholders and donors want to see not just what an organization has accomplished but how it measures success. Data storytelling plays a vital role in fostering this trust by turning metrics into a clear narrative of accountability and impact.
A prime example is the Human Trafficking Institute in Uganda, which transformed its reporting approach through real-time dashboards. By integrating these dashboards with SurveyCTO, the organization was able to track key indicators like case volume, demographics, and types of trafficking in real time. Making this data public and easily accessible enhanced their transparency, demonstrated their commitment to addressing human trafficking effectively, and did more than just inform stakeholders—it actively engaged policymakers and attracted donor support.
Listen to Paul talk about impact through data stories on the Survey & Beyond podcast.
4. Turns insights into action
Data storytelling answers the “so what” behind the data, showing the urgency of an issue, the effectiveness of a program, and the potential for further impact. Whether it’s convincing a donor to fund a new initiative or encouraging policymakers to adopt new strategies, a well-told data story provides the clarity and context stakeholders need to make informed decisions.
SurveyCTO’s grant program supporting researchers provides an example of this. One grant project collected baseline and follow-up data on farmer productivity, tracking metrics such as crop yields and household income. Through dashboards and clear KPIs, the researcher visualized the measurable success of its interventions, presenting the data in a way that resonated with stakeholders. By framing these metrics within stories of real farmers whose livelihoods improved, the organization demonstrated both the human and economic impact of its work.
Six steps to create compelling data stories
Crafting an effective data story is more than just presenting numbers—it’s about transforming raw data into a meaningful narrative that resonates with your audience. However, many organizations face obstacles that can make this process daunting. In our survey, users said the biggest challenges were:
- Lack of storytelling skills (37%)
- Lack of time (33%)
- Lack of data visualization (32%)
- Difficulty defining metrics (30%)
Despite these hurdles, creating compelling data stories is within reach. By following a clear and thoughtful approach, you can overcome these challenges and unlock the full potential of your data.
Here are six actionable steps to help you tackle these obstacles and create data stories that inspire action.
1. Gather and clean your data
The foundation of any good data story is reliable, high-quality data. Even basic tools like Google Sheets (used by 46% of our users), Excel (72%), or advanced platforms like SurveyCTO make it easier to organize and clean your data. These tools streamline the collection, minimize errors, and ensure consistency over time—even in challenging environments.
Pro tip: Validate your data early to avoid credibility issues later and reduce the amount of data cleaning your team needs to do! Platforms with real-time dashboards can flag inconsistencies, enabling teams to address them promptly.
2. Define the right KPIs
Your key performance indicators (KPIs) should align with your organization’s goals and resonate with your audience. Our survey findings show that only 21% of users currently rely on data analysis tools, which indicates untapped potential for identifying and refining KPIs through better analytics. Metrics like program outcomes, healthcare access improvements, or economic growth will help you tell a clear, data-driven story of impact.
3. Craft a narrative
Once you’ve gathered your data, it’s time to weave it into a story. According to our survey, respondents frequently use written reports (61%) and charts or graphs (46%) to convey their findings. Combine these with before-and-after scenarios and personal testimonials to make your narrative relatable and memorable.
- Before: Highlight the problem, using baseline data to paint a clear picture of the challenges.
- After: Use program outcomes to show the impact of your interventions.
Include human stories and testimonials to add emotional weight to the narrative, making it relatable and memorable.
4. Contextualize the data
Placing your data in context by comparing it to benchmarks or external standards adds depth to your story.
For example, Geographic Information System (GIS) tools (used by 23% of respondents) can help visualize geographic trends, while historical comparisons can demonstrate progress over time. This step helps stakeholders see how your organization’s achievements measure up and provides clarity on the broader impact of your work.
5. Create reports or presentations
Effective storytelling often extends beyond dashboards to comprehensive reports, infographics, or videos. According to our survey, 25% of respondents use custom visualizations (25%) to help with data storytelling.
Pro tip: Real-time dashboards powered by tools like Google Sheets or SurveyCTO’s Data Explorer can complement static reports by providing up-to-date insights for stakeholders at any time.
6. Include visuals
Visual elements are essential for capturing attention and simplifying complex information. Infographics (used by 22%), maps, and dashboards help stakeholders quickly grasp key insights.
Example: Nyaka’s dashboards combined metrics like attendance rates and healthcare access with visuals, making their reports not only informative but also actionable. Tools like Tableau or Looker Studio can help you create similar impactful visuals, or you can use in-platform tools like SurveyCTO’s Data Explorer for seamless integration.
Enhance your impact with data storytelling
Data storytelling isn’t just a technique—it’s a vital skill for development organizations looking to amplify their impact. By transforming raw data into narratives that resonate with stakeholders, you can build trust, secure funding, and drive meaningful change.
While challenges like data silos and limited technical expertise can make storytelling seem daunting, the right tools and strategies can make all the difference. Tools like SurveyCTO, paired with visualization platforms like PowerBI or Google Sheets, help streamline data collection, ensure quality, and make it easier to craft compelling stories.
Effective data storytelling isn’t just about the numbers—it’s about connecting those numbers to the real-world outcomes they represent. From improving access to education to reducing disease prevalence, your data has the power to tell stories that inspire action and demonstrate the value of your work.
Start turning your data into powerful stories today. Explore how tools like SurveyCTO can help you gather, visualize, and share your impact effectively.
