In collaboration with Third Space Studio, we have worked to bring the Individual Donor Benchmark Report – a survey of individual donor data – to life. Over the course of the project, Report has evolved from simple graphs to a designed storytelling piece that serves a resource to fundraisers of small and medium-sized nonprofits. Coupled with a robust media relations strategy, the BC/DC Ideas team helped increase participation and gain national recognition of the project.
| Measurement | Survey Participants | Media Placements | Report Downloads |
|---|---|---|---|
| IDB Project 2013 | 26 | 11 | 700 |
| IDB Project 2014 | 87 | 17 | 1400 |
| IDB Project 2015 | 119 | 23 | 535 |
| Total Growth | 360% increase | 109% increase | 2,635 total downloads |
Objectives & Methods:
- Storytelling & Design: Experiment with innovative ways to present data as a useful tool for fundraising professionals.
- Engagement: Increase Report downloads and survey participation of organizations under $2 million.
- Awareness: Increase Report visibility and coverage by national and nonprofit-focused media outlets.
Building buzz through media resulted in growth, recognition and credibility for the Project. Consistent media relations contributed to year-over-year growth in media placements and nearly 400 percent growth in participation and usage of the report.
Project Highlights and Key Takeaways:
- Visual storytelling through smart design and infographics is critical to communicating data-driven topics in a public-facing forum.
- Identifying key influencers can result in increased website traffic, project engagement and credibility with other media outlets.
- Sharing consistent stories can cultivate ongoing relationships with the media and repeat placements.