THREE THINGS DONORS NEED FROM YOU

A new cohort of donors is redefining what philanthropy looks like. The Great Wealth Transfer is elevating younger and more diverse voices into positions of philanthropic influence. Gen Z and Millennials expect the same seamless experience in their giving that they receive from their banking apps. From mobile-first interfaces to real-time transparency, digital connection is central to their trust and engagement.

These donors want more than heartfelt storytelling. They want transparency, data, and real-time insight, in response to their giving. Nonprofits today need to better articulate measurable progress to avoid losing relevance with this emerging donor base.

That means we as nonprofit professionals need to offer more tailored strategies, authentic relationships, and technology-enabled solutions to attract and retain these emerging donors.

It means strengthening your impact storytelling through dashboards, succinct metrics, and consistent reporting cycles.

Where to start? Here are few practical recommendations for you to consider to strengthen your impact storytelling.

Dashboards

Dashboards make impact visible at a glance. Ideally, you’ll have one simple impact dashboard instead of multiple versions. Build it using the tools and systems you already have and know. There is not just one way to get it done. Finally, update your dashboard quarterly.

What the dashboard should do:

• Show progress against goals, not just activity.
• Pair numbers + short narrative cues.
• Be donor-facing (PDF or web link) and internally useful.

Example Dashboard Structure

Section 1     Who We Serve

Section 2     What Changed (Outcomes, Not Activities)

Section 3     Determinants We’re Addressing

Section 4     Affordability & Access

Section 5     Why It Matters (1–2 sentences)

Succinct Metrics for Donors

Succinct metrics are few, outcome-oriented, and comparable over time. They answer “Is this working?” in under two minutes.

The 6 Metrics a Donor Likely Cares About:

1. Number served
2. Primary and Secondary outcome metric (as defined by you)
3. Trend over time (improvement vs. last year)
4. Demographic lens (who is benefiting? income, geography, language access)
5. Cost efficiency (cost per participant served)
6. (Optional) A risk or challenge indicator (e.g., “Waitlist increased 12% due to transportation instability”

What to Avoid:

• Long lists of outputs (“workshops held,” “flyers distributed”)
• Metrics without context or targets
• Changing metrics every year

Consistent Reporting

Consistent reporting means the same core metrics, shared on a predictable schedule, in the same format, with light interpretation—not reinvented.

Example Consistent Reporting Cadence

Consistency Rules

1. Same metrics every quarter (Only change annually—and explain why.)
2. Same structure every update (Donors know where to look.)
3. Explain variance (“This dipped because…” builds trust.)
4. Close the loop (“You gave → here’s what changed.”)

Bringing Story + Data Together

Each report or dashboard should include:

• One participant vignette (3–4 sentences)
• One chart that shows change over time
• One sentence connecting donor support to results

In Closing

Together, these practices focus on what you are doing, why it matters, and what is expected. And, they bring to life accurate, transparent, and easy to-understand reports, which when shared via timely updates will help to foster lasting relationships and reinforce credibility across these emerging generations.