How Nonprofits Can Tell Better Stories With Their Data

3 Mins Read

Nonprofits collect more data than ever before. From donor engagement metrics to program outcomes and community impact reports, information is everywhere.

But according to guidance from NTEN, having data is not the same as telling a story. Numbers alone rarely inspire action. The challenge is turning metrics into narratives that resonate with funders, boards, and communities.

The message is clear: data storytelling is becoming a core digital skill for nonprofit organizations.

What Is Data Storytelling?

Data storytelling is the practice of combining:

  • Clear data
  • Context and interpretation
  • Visual presentation
  • Human impact narratives

Instead of presenting raw spreadsheets, organizations frame their data in ways that answer key questions:

  • What changed?
  • Why did it change?
  • Why does it matter?

This approach shifts reporting from compliance-driven summaries to mission-driven communication.

Start With the Purpose

NTEN emphasizes that effective data storytelling begins with clarity.

Before presenting numbers, nonprofits should define:

  • Who is the audience?
  • What decision or action is needed?
  • What key message should be remembered?

Without this foundation, data risks becoming noise rather than insight.

For example, reporting “a 15% increase in program participation” is less compelling than explaining how that increase reflects expanded access for underserved communities.

Focus on Outcomes, Not Just Activities

One common mistake nonprofits make is focusing on activity metrics:

  • Number of events held
  • Emails sent
  • Social media impressions

While useful, these figures don’t always communicate impact.

Data storytelling should highlight:

  • Outcomes achieved
  • Changes in behavior
  • Improvements in community conditions

Stakeholders care less about activity volume and more about meaningful results.

Add Context to Numbers

Data without context can be misleading.

NTEN suggests explaining:

  • How current results compare to previous periods
  • Benchmarks against similar organizations
  • External factors influencing results

For example, a decline in donations might seem negative — unless placed in the context of broader economic downturns.

Context turns raw numbers into informed interpretation.

Visual Clarity Matters

Effective storytelling also depends on presentation.

Simple charts, clear labels, and concise summaries help stakeholders quickly understand insights.

Common best practices include:

  • Avoiding overly complex dashboards
  • Using consistent measurement definitions
  • Highlighting key metrics rather than overwhelming viewers

Visual clarity supports credibility.

Integrating AI Into Data Storytelling

AI tools are increasingly helping nonprofits:

  • Summarize large datasets
  • Generate narrative drafts
  • Identify trends and anomalies
  • Suggest visualization formats

However, AI-generated insights still require human review to ensure accuracy, ethical framing, and mission alignment.

AI can assist storytelling — but should not replace strategic interpretation.

Governance and Data Ethics

As nonprofits use more data, governance becomes critical.

Organizations should ensure:

  • Data privacy compliance
  • Secure storage practices
  • Transparent data collection policies
  • Ethical use of AI-generated content

Trust is central to nonprofit relationships. Mishandling data can damage credibility.

What’s Next for Nonprofit Reporting?

The trend is moving toward:

  • Impact-driven dashboards
  • Real-time reporting
  • Data-informed board decision-making
  • Integrated CRM and analytics systems

Donors increasingly expect clarity and accountability. Data storytelling bridges operational data and public trust.

Conclusion: From Numbers to Narrative

Data alone does not inspire confidence or action.

Nonprofits that succeed in today’s environment combine metrics with meaning — showing not just what happened, but why it matters.

As digital tools and AI capabilities expand, the ability to tell compelling stories with data may become a defining skill for mission-driven organizations.

Key Takeaways

  • Data storytelling combines metrics, context, and narrative.
  • Purpose and audience clarity are essential before presenting data.
  • Focus on outcomes rather than activity counts.
  • Visual simplicity improves understanding and credibility.
  • AI can assist with analysis, but human oversight remains critical.
  • Ethical data governance protects trust.