people would give more if they were better informed

Alexandra Hayes

Just read an interesting article about a recent study carried out by New Philanthropy Capital (NPC) on donor motivation. The study revealed that donors find it hard to understand where their money goes and whether the charities they support make a difference. It says that donors care about impact. Three in five pay close or extremely close attention to how their donation will be used. "If charities improved the way they communicate impact and explain how donations are used, they could potentially attract around £665m more in donations"  (Dan Corry, chief executive of NPC).

Pretty interesting huh? If donors want to see where their money goes, I say show them. But show them in a visual way that is immediate and easy to understand. Infographics are a great way of visualising numbers-based information such as how donations are spent and the impact that they have. Today more than ever it is essential that charities communicate with their supporters in a way that is current and compelling.

How can infographics be used to help charities communicate with their donors?
To demonstrate impact. Showing how the charity has made a difference.
To demonstrate spending. Helping supporters to understand exactly where their money goes.
To demonstrate key issues. Making it easier to visualise the scale and type of issues the charity tackles.

Where can infographics be used?
On blogs and websites. They tend to be shared widely via social media and therefore reach a huge audience.
In campaign literature. Delivering powerful statistics in bitesize chunks can have a strong impact.
In newsletters and reports. Visualising statistical data can make it easier to understand and more interesting.

Visualising and quantifying a charities impact, spending and key issues can show current supporters how important their donations are whilst showing potential supporters how they could help make a difference too.

If you're a charity or non-profit organisation and would like to use infographics to communicate with your donors and supporters, get in touch and let's have a chat.