5 key steps for developing and distributing your nonprofit’s compelling impact story

An impact story is an authentic melding of data, emotional anecdotes and impact on lives, providing audiences access to facts, trends and your nonprofit organization’s story. Essentially, they explain how donors’ gifts are making a difference both with numbers and through meaningful real-life examples. There are five key steps for designing and delivering an impact story. Let’s go!

1) CONDUCT RESEARCH

When it comes to drafting your impact story, start with research to gain a strong sense of what your nonprofit has accomplished and what impacts those accomplishments have had. Sample applications:

• Reflect on how individuals have been positively impacted

• Reflect on how communities have been positively impacted

• Have employees bring forth trending applications befitting your mission

• Procure data from your annual report  

• Procure data from your donor management system  

Genius Point: Run a report within your donor management software to understand trends relative to gift amounts, gift sizes, gift frequencies and relative impacts [draw a connection between donors’ generosity and correlate that to fulfilled vision, mission and values].  

2) CONSIDER YOUR STORY WITH DONORS IN MIND

Focus on donors (one, a few or many…) and how their gifts/pledges a) fulfill organizational mission; b) impact lives; c) sustain the future. Drop in microcosms of how their gifts have impacted beneficiaries; share a story with unexpected (but very positive) outcome; recite a tale of how a donor’s gift changed a life, a family and even a community. Consider:

• The Donor’s perspective

• The Donor’s expectations

• The Donor’s motivation/inspiration

• The Donor’s charitable plans/strategy

• The Donor’s actions (giving)

• How the Donor will be thanked and recognized

Use this as an opportunity to connect donors (and importantly, undecided and future donors) to your organizational mission and how you are executing strategic plans, projects and programs. Connect readers and let the donor(s) shine as an integral part to your systems, programs and impactful outcomes.

3) CONSIDER YOUR STORY WITH NON-DONORS IN MIND

Sure, donors are critically important.

But there are many other individuals, groups and

associations who may have compelling stories to share. Here are a few groups you can consider including in your impact story:

• Constituents

• Beneficiaries

• Stakeholders

• Corporate partners

• Volunteers/Docents

• Supporters

• Media

• Board/Committees

• Greater community

  
  

When deciding who to feature in your impact story, keep in mind that your story needs to spread awareness, goodwill, mission accomplishments and build an emotional connection with readers. Use this as an opportunity to establish a stronger relationship with readers, encouraging them to engage further with your nonprofit.

4) FRAME YOUR NARRATIVE

To keep your impact story interesting and your narrative compelling, try these six steps:

1. Understand story structure: While the general writing process involves prewriting, planning, drafting, revising, editing, and publishing, a specific storytelling structure can help engage your audience. Focus on elements like plot, character, and conflict to create a narrative that resonates with readers.

2. Focus on one character: Instead of trying to tell everyone's story, concentrate on a single individual or beneficiary. This allows your audience to form a personal connection and better understand your mission's impact.

3. Communicate the conflict, goals, and successes: Clearly outline the challenge the character faced (the conflict), the desired outcome (the goal), and how your nonprofit's involvement led to a positive change (the success). This demonstrates your impact concretely.

4. Highlight the result: Emphasize the positive outcome and the difference your organization made in the character's life. This step is crucial for showcasing the value of your work and inspiring support.

5. Call readers to action: A good narrative should prompt the reader to do something. Whether it's to donate, volunteer, or simply share the story, include a clear and specific call to action.

6. Edit: Proofread and edit your narrative carefully. Ensure it is clear, concise, and free of errors. Reading it aloud can help catch awkward phrasing. Consider getting feedback from others to ensure it is impactful and effective
   

There are many storytelling structures to choose from. Pick a format ensuring your mission’s purpose is conveyed and your actions/accomplishments are celebrated. Tie this into an actionable items for prospective supporters.  

5) WAYS TO USE YOUR NONPROFIT'S IMPACT STORY KEY

After you’ve completed your impact story, consider vehicles to raise awareness, inspire contributors, procure funds and expand the donor base. Examples:

Marketing and fundraising materials

• Fundraising appeals: Use impact stories as the foundation of fundraising campaigns to show donors the real-world effect of their contributions.

• Annual reports: Go beyond data and include a compelling story to help stakeholders connect with your work.

• Brochures and other print materials: Use stories to make your organization's impact tangible and memorable. 
  

Digital communications

• Social media: Share bite-sized stories with compelling visuals, such as videos or photos, to increase engagement.

• Email newsletters: Embed personal stories in your emails to make your appeals more meaningful and to nurture donor relationships.

• Website: Create a dedicated "Stories of Impact" section with in-depth narratives and testimonials.

• Grant applications: Include impact stories as a way to provide qualitative data and support your quantitative results. 

Genius Point: Invite a key donor or Board Member to narrate your impact story via Blog, Podcast or e-Newsletter. Keep it light, simple and fun and let their positive energy complement the content and context of the story.    

External Outlets

• Trusted media: Share with news outlets, bloggers, collaborative partners who can extend and amplify your story

• Special Events: Embed personal stories into events through correlating photos, infographics, videos, vignettes

• Board Meetings: Leverage the opportunity to educate, inspire and engage Board of Directors through your impact stories. Consider having them write a personalized ‘elevator speech’ with this compelling information.

Your impact story is now an important and effective tool in your toolbox. Seek out creative opportunities; engage your internal teams and external resources to maximize exposure and put new (and old) eyeballs on your impactful mission and relative outcomes.

The Clemons-Associates team has a host of talented members. Heck, our team members helped design the plan, write the copy, develop the impact stories, and build the graphics for the state of Oklahoma's first successful ONE BILLION dollar campaign (kudos to visionary Burn Hargis!)

And if you are considering a major gift campaign in 2026, the Clemons-Associates team is happy to ‘talk turkey’ with you relative to your SWOT analysis, capital/endowment needs, impact stories, campaign's case for support and NEXT STEPS planning serving your mission and working with key Board, Committee Members and staff.

Pictured: Craig Clemons with his close friend; the late Philanthropist and President/Founder/Board Chairman of Express Employment Professionals, Bob Funk, Sr.

Seeking expert assistance from seasoned professionals?

Contact Craig Clemons at craig@clemons-associates.com or one of our rock star associates for more details. Clemons & Associates is on standby to help you with brand identity, strategic messaging, campaigns, digital assets and programs/projects. See more blog articles at clemons-associates.org.