As the year winds down, many of us start to feel that familiar mix of excitement and reflection. For some, this season means gifts, gatherings, and a little holiday chaos. For others, it’s a time to slow down and think deeply about the past year.
In the nonprofit world, though, it often means one big thing: donor reports. Whether you’re wrapping up annual updates or preparing for end-of-year giving, this is the moment when your organization gets to share its impact.
So… what actually makes a great donor or annual report?
Yes—data, metrics, and charts matter. Donors want to see that their contributions are making a measurable difference. But numbers alone don’t stick with people.
Stories do.
Stories bring your work to life. They give donors a window into the lives you’re changing—your beneficiaries, your volunteers, your staff, your supporters. Stories help donors feel something, and that emotional connection is what inspires long-term support.
So how do you tell a powerful story?
Every good story needs a hero. And here’s the key: the hero is not your organization.
Imagine you’re a nonprofit providing economic empowerment programs for low-income women. Instead of saying, “We helped 500 women this year,” tell us about Jane.
Paint the picture:
Jane is a single mother. She’s been struggling to feed her kids. She’s been out of work. You let the reader feel her worry and her determination. Then show us how joining your program changed everything—how she learned new skills, found a job, regained her confidence, and now speaks with hope in her voice.
That transformation is the heart of your story—and the soul of your report.
Core Components of a Strong Story
• Characters
Who’s in your story? Who’s the protagonist? Is there an obstacle or opposing force? Readers connect more deeply when they can see and feel the characters.
• Conflict
Every story needs a challenge. What struggle or problem drives the story forward? It could be internal or external—but it must be meaningful.
• Plot
Your story should have a clear arc: the beginning (exposition), the buildup (rising action), the turning point (climax), the results (falling action), and the outcome (resolution).
• Setting
Give readers a sense of time and place. Help them visualize where your work happens and why it matters.
Supporting Components
• Point of View
Decide who’s telling the story—and stick with it.
• Theme
What bigger message do you want readers to walk away with?
• Dialogue
Whenever possible, let your characters speak. A quote from Jane can be more powerful than a paragraph about her.
• Structure
Create a clear through-line that takes the reader from beginning to end without confusion.
• Emotional Connection
Above all, make your readers feel something—hope, empathy, pride, inspiration.
As you prepare your year-end communications, remember: your work is important, but it’s the people whose lives are changed who truly bring the story to life.
Tell their stories well, and your donors will feel like they’re part of the journey.
Esther Amunga, MNA, ACNP, CNP, GradPR
Nonprofit and Fundraising Consultant, Coach, Trainer & Speaker
Connect with me on LinkedIn:http://linkedin.com/in/estheramunga
Visit my website estheramunga.com