Nonprofit data maturity doesn’t begin and end with collecting donor data and impact information for internal fundraising use. Organizations with more advanced data practices go a step further by communicating the significance of data to their audiences through data visualizations.
A Data Orchard report revealed that fewer than half of the nonprofits surveyed analyze data usefully and meaningfully:
“Most are doing simple descriptive analysis of past data, rather than deeper exploratory, experimental, or predictive analysis.”
This guide bridges this gap by highlighting key aspects of leveraging data visualizations in fundraising reports. We’ll cover:
- How to choose relevant data for your reports
- Types of data visualizations to use
- Best practices for optimizing your data visualizations
With these tips, you’ll be able to create stunning and informative visualizations to include in critical fundraising documents like your nonprofit’s annual report, campaign wrap-ups, and donor presentations.
How to choose relevant data for your reports
Selecting the right data is key to creating meaningful, informative visuals. Here’s how to decide what to highlight:
Consider what’s important to your donors.
Your data visualizations should be donor-centric, meaning they’re tailored to donors’ interests, needs, and preferences. Personalizing your visuals to donors’ specifications will allow your organization to create more comprehensive and engaging reports for your audience.
For example, while your email marketing stats might be vital to your marketing team, donors may not need to know how many opens or click-throughs your emails receive. Rather, they care about seeing data that speaks to their impact on your cause.
Review donor data in your nonprofit CRM to tailor your data visualizations to donors’ interests. For instance, a round of donor surveys may reveal that supporters are most interested in updates about your organization’s statewide efforts to combat climate change. In that case, you might create a map showcasing projects in specific locations around the state.
Spotlight data from your most important fundraising initiatives.
Because supporters care deeply about your mission, one key area they focus on is your fundraising performance and financial health. Reports should include clear updates on major efforts like your annual silent auction, gala, or GivingTuesday results.
Pair financial outcomes for these campaigns alongside fundraising participation metrics, such as:
- Total funds raised
- Volunteer hours involved
- Number of donors or attendees
- Number of beneficiaries helped
Your audience will gain clearer insights into the strength of your current fundraising efforts and how effectively you’re achieving your goals.
Use a mix of qualitative and quantitative data.
Your data visualizations should blend hard numbers with real stories. For example, share the number of meals you served at your annual free Thanksgiving dinner and a quote from a beneficiary who received one. This dual approach humanizes your data.
Types of data visualizations to use
You can visualize data in multiple ways. The key is to figure out which representations will help you convey your information in an easily understandable way. Let’s review a few common types of visualizations to consider and their practical applications.
Bar chart
Description: Vertical or horizontal bars that display different numerical values of data
Best for: Showing year-over-year or month-over-month fundraising growth, comparing donation data across different groups (like major, mid-level, and small donors)
Example: A display showing year-over-year growth of the number of participants in your nonprofit’s monthly giving program
Line graph
Description: A continuous line showing trends over time
Best for: Illustrating changes over time for different projects, campaigns, and programs
Example: A graph depicting growth in the number of beneficiaries supported month-over-month
Pie chart
Description: A circular graphic divided into slices representing parts of a whole
Best for: Demonstrating fund allocation, breaking down revenue sources (e.g., 40% from major donors vs. 35% from event donations)
Example: An annual budget distribution in your annual report showing funds used for programs, administration, and fundraising
Heatmap
Description: A chart that uses color shading/gradients to represent data density or activity
Best for: Visualizing donor engagement by location or campaign type
Example: Donation rates by state or region
Location map
Description: Geographic visual of where activities or impacts occurred
Best for: Telling the story of broad regional or international efforts
Example: A map showing all your nonprofit’s home build sites around your community or international partner organizations
Best practices for optimizing your data visualizations
Creating functional, attractive data visualizations takes more than just plugging your data into a software tool and hoping for the best. Use these best practices to ensure your visualizations are as engaging, informative, and accessible as possible.
Keep your database clean and updated.
Your visuals are only as strong as the accuracy of your data. Maintain clean and consistent data by following these tips:
- Ensure data flows smoothly into and out of your nonprofit’s CRM through integrations. Qgiv’s fundraising platform guide recommends leveraging integrations for your online fundraising tool, marketing tools, accounting software, and data analytics platform.
- Audit your data regularly to look for and correct issues. Prioritize fixing issues like outdated, duplicate, or incomplete information.
- Establish data hygiene procedures. Ensure your fundraising team uses best practices for data maintenance, including categorizing and labeling data consistently, to make it easier to analyze and interpret in visual formats.
Schedule reminders to review and clean your database regularly, whether monthly or quarterly, to ensure it remains accurate and well-organized.
Leverage consistent branding.
Consistent visual designs build trust and establish recognition. Ensure your data visualizations follow your nonprofit’s brand guidelines for:
- Image style
- Colors
- Logo usage
- Typography
Your visuals should be consistent across all reports, from annual reports to social media graphics. To promote brand awareness, they should also align with your other branded resources, such as your website, direct mail, and posters.
Make visuals accessible.
When designing your data visualizations, keep usability in mind. Your visuals should always be comprehensible to individuals with accessibility needs.
Any visuals should include large and readable fonts, high-contrast colors (like black text on a white background), and comprehensive alternative text that explains the information each image conveys.
Still prioritize a stunning design.
Accessibility and visual appeal are not mutually exclusive; they can complement each other.
First, we recommend keeping your visualizations simple. Simplicity is better for both accessibility and usability. Too much information can make your data visuals look cluttered or muddle the point you’re trying to convey. Highlight just one key concept or point for every chart or graph you include in your reports.
Additionally, choose colors carefully to maximize visual appeal and make images stand out. You could incorporate a lesser-used brand color into your visualizations so they catch readers’ eyes. For example, if your primary brand colors are white, gray, and blue, you could pull your secondary colors of orange and yellow into your infographics so they pop off the page.
Work with a designer or use robust design tools.
Not every nonprofit has a dedicated designer, and that’s okay. A freelance designer or design agency can help ensure your visuals are on-brand, aesthetically pleasing, and accessible. Alternatively, you can use design tools like:
Just know that these tools won’t be completely customized to your data needs, and it can be more challenging to ensure that the data visualizations you create align with your nonprofit’s branding.
Wrapping Up
Effective data visualizations aren’t just “nice to have” in fundraising reports; they strengthen your case. Clear and visually engaging graphics set your nonprofit apart, whether you’re sharing annual results with sponsors or showing donors where their money goes.
By choosing the right data, presenting it through thoughtful visualizations, and maintaining consistency and accessibility, you’ll create fundraising reports that resonate more deeply with your audience.
