How to Share Impact Data in Your Newsletter to Deepen Donor Engagement and Drive Giving

Your nonprofit collects data every day: stories, statistics, outcomes, and insights that reflect the difference your organization is making. But are you using that data to engage donors in a way that drives results?

One of the most effective yet underutilized tools for donor engagement is your email newsletter. It’s a direct line to supporters who have already shown they care. When you use that space to share compelling, outcome-based impact stories, you turn routine communication into a powerful fundraising opportunity.

As donor engagement expert Penelope Burk reminds us: “Donors don’t want to be persuaded; they want to be informed.”

Here’s how your organization can transform data into donor-centered communication that inspires continued support and encourages giving.

1. Share Outcomes, Not Just Activities

Supporters want to know the result of your efforts; not just how busy your team has been. Instead of reporting the number of workshops hosted or meals served, highlight what changed because of those efforts. Instead of: “We hosted 5 workshops last month,” try: "Ninety-five percent of workshop participants reported increased confidence in finding stable housing.”

Outcome-based messaging builds trust and shows donors the real-world difference their support makes.

According to Burk’s research: “The number one reason why donors stop giving is that they do not know how their gift is being used.”

Transparency around outcomes is essential for donor retention, because it helps supporters clearly understand the tangible results of their contributions. When donors see how their gifts are being used and the real-world impact they are making, they are more likely to feel valued, stay emotionally connected to your mission, and continue giving over time.

2. Visualize Your Data for Clarity

Impact numbers are powerful, but only if your audience understands them quickly. Use simple, clean visuals to bring the data to life. A pie chart showing program success rates or a side-by-side comparison of this year versus last year can be far more effective than a block of text.

Keep it minimal. One or two data points per newsletter is plenty. Pair each graphic with a short explanation that connects the data to your mission.

3. Pair Data with Human Stories

Numbers can demonstrate the scale and effectiveness of your work, but it’s the human experiences behind those numbers that truly connect with donors. By pairing metrics with personal narratives, you help supporters see the real lives impacted by their generosity.

Example:

“Thanks to your support, 87% of our youth participants improved their reading levels. Jasmine, a 10-year-old who joined the program reading at a second-grade level, is now reading chapter books with confidence.”

Stories like these make your impact feel real and relatable. They help donors move beyond abstract numbers and statistics by showing the human experiences behind the data. When you share a personal journey that illustrates the change your programs are creating, donors can more easily picture the difference they’re helping to make. The more donors feel personally invested in the lives and outcomes of those you serve, the more likely they are to remain engaged, continue giving, and even become advocates for your cause.

4. Show Progress Over Time

Donors want to be part of a mission that is not only impactful but also growing and evolving. Demonstrating progress over time helps them see that your organization is moving forward, learning, and scaling its efforts to meet increasing needs. It reinforces the idea that their support is contributing to a larger, ongoing story of change.

Sharing year-over-year comparisons or milestone achievements can be especially powerful. These kinds of updates show that your programs are gaining traction and that your team is committed to continuous improvement.

Example:

“In 2024, 120 families improved their food stability. That’s a 40% increase from last year.”

This kind of data does more than highlight growth, it shows momentum. It tells donors that their contributions are helping expand your reach and deepen your impact. When supporters see that their gifts are part of a growing movement, they’re more likely to stay engaged and feel proud of their role in your success.

You can also use progress updates to highlight long-term goals and how close you are to reaching them. Whether it’s increasing graduation rates, reducing homelessness, or expanding access to healthcare, showing incremental progress helps donors feel like they’re part of a meaningful journey.

5. Include a Clear and Actionable Next Step

Once you’ve made your case, give readers a way to act. Whether it’s a link to donate, register for an event, or share your message, a clear call to action is essential.

Example:

“You made this impact possible. A gift of just $25 helps provide a week of groceries for a family in need.”

Every newsletter is a valuable opportunity to strengthen a donor’s sense of partnership and purpose by showing them how their support directly contributes to meaningful outcomes. It’s more than just an update—it’s a chance to reinforce their role in your mission, celebrate shared successes, and invite them to continue making a difference.

Data-Driven Storytelling

At SureImpact, we believe your impact data should be more than just a tool for compliance or reporting. It should be a driver of meaningful engagement and support. When your data is organized, accessible, and focused on outcomes, it becomes a tool for telling powerful stories that donors want to hear. As Penelope Burk wisely notes: “Donors are not ATM machines. They want partnership, results, and appreciation.”

Your data can help provide all three.

Want to learn more? Download our "Ultimate Guide to Impact Measurement: A Step-by-Step Guide for Leveraging Technology to Track, Measure, and Communicate Your Unique Impact."