Why Big Numbers Lose Donors (and Dollar Handles Bring Them In)
One of my pet peeves is when someone starts a sentence with, “the problem with that is…” And yet, here I am.
The problem with most figures we use – whether it’s impact reporting or fundraising asks – is they’re simply too much. Too many numbers. Too big. Too broad. We overwhelm donors with scale and complexity, and then we wonder why they don’t feel connected to the work.
Here’s the truth: donors cannot conceptualize the full scope of our work. And when people can’t visualize something, they struggle to see themselves in it. We often assume that bigger numbers will inspire confidence or awe, but more often they create distance and confusion instead.
Words create pictures. Every description we share forms an image in the donor's mind, and those images vary wildly from person to person. What feels clear to us may be abstract or incomplete for a donor. So, when we rely on large, sweeping data points and assume our audience will “get it,” we’re handing them a picture they may not be able to see.
Take the familiar example: “We served a million people this year.”
Can you picture a million people? I can’t. I live in Texas, land of massive football stadiums, and I can only visualize tens of thousands at best. A million is too big to grasp.
In this blog and the next, we’re sharing something we talk about a lot at FourPoints: dollar handles. Dollar handles take large, abstract goals and turn them into something tangible. They help donors “pick up” the work and understand the specific role their support plays in moving it forward. Most importantly, they help donors see the impact they can make as one person.
It’s okay to say you served a million people. But also, show the donor what one of those million looks like. For example: “We served a million people this year. Meet Josie. A small microloan helped her start a business that now supports her family.”
Now the number has a face. A picture. A handle.
Numbers alone aren’t enough. They never were. We need stories, context, and clarity. And when we do bring numbers into the conversation, we need to make them usable. (Kara wrote a post on showing impact using varied factors, and it pairs beautifully with this approach).
Big numbers describe need. Dollar handles invite participation. When donors can clearly see how their gift fits into the work, they stop feeling like spectators and start acting like partners.
Before trying to wow with size, think about the picture you want to create. Give donors something they can hold onto. Help them grasp their part in the story. That’s when impact reporting truly connects.