Mission Sending

Why nonprofits should utilize infographics

Data-driven, simple-to-digest and visually appealing infographics engage and inform donors. According to The Chronicle of Philanthropy, statistics don’t evoke an emotional response, numbers fail to stir compassion among supporters and graphs come off as too academic. Either through a chart or diagram, infographics breaks down complex, overwhelming data and presents it in a fun, appealing way. Infographics tell the story of data, Community Organizer 2.0 indicated.

They tend to be an effective way of explaining a complex topic to an unfamiliar audience, Wired Impact reported. Additionally, infographics can be used to demonstrate the organization’s impact on the community, as well as break down financials in an annual report. Wired Impact recommends using a pie chart to show total expenses and total support, for example.

“I think that information visualization is a necessity in this age of data overload and seeing the forest beyond the trees,” said Beth Kanter, an expert in the nonprofit sector.

Constituents enjoy simple and compelling graphics

Nonprofits shouldn’t underestimate the value of keeping it simple. Less is more when it comes to infographics. Organizations should avoid overwhelming images that fail to tell a story. What makes for a great infographic is quality. Urs Gattiker, chief technology officer of ComMetrics, says viewers should be able to quickly grasp and understand the importance of the data. It should integrate words and pictures in a seamless way, be self-explanatory and universally understandable.

To achieve this end product, it does take some time and skills. Organizations either need to outsource a designer or utilize a designer on staff. If nonprofits don’t have those resources, there are accessible tools and resources for the inexperienced.

Nonprofits benefit from the planning process

Before designing the image, organizations should come up with the core message based on the data, according to Media Cause. Using a simple color palette and a limited number of fonts is effective as well. It’s crucial for nonprofits to know their audience to ensure people engage with the infographic. Customize the language and imagery to attract loyal and prospective supporters, NP Engage suggested. This way, people will be more likely to connect and understand the message.

Deciding on a platform is crucial as well. If organizations want to reach as many supporters as possible, it’s helpful to make it accessible on both mobile and desktop screens. With this information in mind, the designer can ensure the image is compatible with all technological tools.

This innovative and fresh format merges anecdotes and solid evidence to convey a message, which appeals to donors’ emotional and intellectual sides. Ultimately, this medium leaves a lasting impact on constituents and gives them a reason to support the nonprofit.