Don’t Just Serve Bacon: Creating Stories of Impact That Actually Inspire
Don’t Just Serve Bacon: Creating Stories of Impact That Actually Inspire
At FourPoints, we love a good impact report. We really do. We love clean metrics, strong outcomes, and yes, even spreadsheets (anyone who has ever worked with me can vouch for this).
But what we love even more is when those numbers are paired with stories that make people feel something.
Too often, we see impact pieces that lean too far in one direction. All emotion and no substance. Or, in many cases, all data and no heart. One without the other can fall flat.
Recently, a client sent us a draft to review. They were excited to share this impact piece with their donors. But as I read, something was missing. There was no story. No moment. No reason to care beyond the stats. So, guess what I stopped doing? Reading. The same thing will happen with your donors too.
If we, as fundraising professionals, aren’t moved by what we’re reading, you can bet donors won’t be either.
So, you may be asking yourself: How do you create a story of impact that shows results and still connects emotionally?
It’s ultimately about balancing the numbers with the narrative.
As a recovering event planner, let me illustrate my point, by sharing a simple, yet relatable example.
Think Like a Host, Not a Guest
When you throw a party, do you plan the menu around only what you like? Probably not. You think about who’s coming. You wonder if someone’s vegetarian. You add an option for the person who doesn’t eat gluten. You make sure there’s something for everyone, even if you are deeply committed to bacon.
The same logic applies to writing stories of impact.
Instead of focusing only on what you find meaningful, think about your donors. What makes them feel something? What type of story makes them stop scrolling, open the envelope, forward the email to a friend, or even better, cry? Not tears of sadness, but tears of joy. Joy because they’re seeing and hearing the true impact they’re helping make. Back in my event planning days– we called ourselves the sob squad. If we made donors cry, we knew we were winning.
Your job is to report back to your donors in the way they will feel most seen. And they will feel it deeply. When you do that well, you affirm why they gave in the first place. And when people feel seen and affirmed, they stay. Often, they give more.
So how do you make sure your story of impact speaks to a variety of people?
Try including something for each of these four donor personality types:
1. The Heart
These donors are emotional givers. They want the story. They light up when they hear about the child who finished treatment or the family who found housing. They want to feel the difference they made.
2. The Innovator
These donors are curious. They want to know what’s new, what’s bold, and what’s changing. They want to feel like their gift helped launch something forward. Show them what they made possible and where you are going next.
3. The Data Nerd
Yes, we could call this the Analytical Thinker (we see you spreadsheet lovers!). These donors want the numbers. They want to know that 312 people were impacted. They want to see how a $1,000 gift translated to measurable change.
4. The Organizer
These donors want order. They want clarity. They want to know what happened in 2024 by February of 2025, not buried in a 20-page report sent in August. They appreciate clean formatting, straight answers, and respect for their time.
Of course, many donors fall into more than one group. For example, I am emotional and analytical. Give me a good story with the numbers, and I am all in.
The takeaway is simple.
Don’t just write for yourself. Write for everyone in the room.
Next time you create a story of impact, try to include something for each of these four types. When you do, you will inspire more of your donors, not just the ones who think like you.
You will fill more buckets. You will deepen relationships. And you won’t be the person who only serves bacon.