Here's how you can convey the social impact of your work to potential donors or funders.

I think most people fail to understand where "impact" falls along the range of inputs, outputs, outcomes, and - lastly - impact. Inputs and outputs are the easiest define. Inputs are what you contributed to the effort (time or volunteer hours, money, donated goods, etc) and outputs are the direct results (we boxed 500 lbs of food, for example). Outcomes are the near- to mid-term results of those outcomes. For example, 30 families did not go hungry over the holidays. Lastly, impacts are the long-term ...impacts... of the work. Following the food security example, of those 30 families, perhaps you estimate that at least 3 children were able to attend college because the improved nutrition resulted in better learning outcomes.

Defining impact in a social setting can be challenging, but one effective approach is to translate it into monetary terms. Take, for example, providing tuition resources for underprivileged children. The outcomes of such an initiative can be modeled in terms of their future earning potential, resulting in increased tax contributions to society. Additionally, this can lead to reduced costs associated with social issues like incarceration, creating a comprehensive view of the long-term benefits of educational support programs.

The first step in defining impact is to create a theory of change. This exercise helps you articulate how your organization plans to create meaningful change for the people or cause you serve. Next, start measuring your impact. Begin simply by tracking your outputs on a quarterly and monthly basis, then work towards real-time tracking. This sets the stage for real-time data when you start tracking outcomes. Finally, track both short-term and long-term outcomes. This is where the magic happens—you'll see how your programs create change during and after your interventions. Use validated tools like research-backed surveys to ensure accurate measurements.

The two main motivators for donor generosity are the impact your organization creates and the stories of transformation you tell. Stories are fantastic, not only for your funders but also to inspire your team, volunteers, and board members. Just like tracking outputs and outcomes, you should build internal processes for tracking stories of transformation. Surveys, focus groups, and video testimonials can help your organization build a repository of excellent stories to share with stakeholders.

I'm a huge believer in storytelling, which has universal human appeal. The best stories ignite a listener's imagination - it puts them in the shoes of the story's characters and forces them to adopt their perspective. It's important for nonprofits to invest in storytelling, particularly in today's social media fueled world. That means engaging amazing digital storytellers - even paying for it if you have to. We prioritized this while we were scaling Team Rubicon, and it paid off in terms of our ability to recruit volunteers and approach major companies who saw value in aligning with our compelling narrative.

Investing in high-quality digital storytelling assets - photos, videos, audio, etc - is critical, and a nonprofit should not be afraid to pay for it. However, they also must ensure that they are not exploitive of those whose stories they are telling. Seek consent, be respectful, and never bring shame to the participants you're chronicling.

Data are important, and not all data are equally valid. To maximize your credibility, also speak to data quality and use data from reliable sources.

If a picture says a thousand words, volunteering conveys about a million. That's why the best way to convey your project's impact is to bring potential funders to it in person. While meaningful volunteering often requires training and commitment, even a tiny, ad-hoc experience can be powerful. Remember, the core purpose isn't to achieve a significant impact through the work but to immerse the would-be donor directly in the heart of the action. Let them see firsthand what trained volunteers do and how the project benefits the community. Encourage them to have organic conversations with volunteers and service users. This authentic experience can spark a deeper connection to your cause... and persuade them to pledge their financial support.