3 Ways Mission-Driven Infographics Are More Effective

Apr 27, 2016

Over the last year on our blog we’ve made the case for good stories, great visuals, and strong data. When these things come together, inspiration is born. Infographics represent a unique cross-section of these materials, which are essential to all nonprofit organizations. In the age of information overload, it’s no surprise that many of us struggle to understand what’s happening around us and what’s important to pay attention to. Captivating visuals help gain focus, and relevant information secures attention. But is that really enough to make a lasting connection with our constituency?

Last week we hosted a webinar with the Center for Non-Profits all about mission-driven communications. At its core, the presentation discussed why all forms of an organization’s communications should be rooted in its mission. When everything from marketing materials to program development is linked to an organization’s raison d’etre, beneficiaries and stakeholders become connected on a deeper level. Messages with an emotional resonance have a more lasting impact than those communicating simply about “what we do.”

That said, we’re going to take a look at how infographics that lay out stories from this perspective are more effective.

Educate and Inspire
For many organizations, educating audiences about a particular cause is a big part of their mission. Infographics that are able to help people understand a problem go a long way to inspiring action. Without the proper knowledge, a cause might not seem worthy of a gift. Once a person becomes informed, however, they may feel more compelled to give, volunteer, or share what they’ve learned by championing the cause.

A great example of this can be found with Oxfam America. Their mission is “to create lasting solutions to poverty, hunger, and social injustice.” One of the pillars of their mission and ways they overcome poverty is through public education that changes the way people think about poverty and its causes.

Click the image below to view the full infographic.

oxfam info


Demonstrate Impact
For fundraising organizations, it’s important that they’re able to quickly and easily demonstrate the impact they’ve made with the gifts they’ve received. Current and prospective donors all want to know this information. So in the case of the Town School, a private N-8 educational institution located in New York City, an infographic that did just that on their year-end appeal worked wonders.

The Town School is committed to elementary co-education and their motto is let there be joy in learning. Their mission is to build well-rounded, articulate, resilient and morally responsible individuals. They fulfill their mission through collaborative education, immersive experiences, and age appropriate service within the school and its surrounding communities. Each piece of the data they chose to present on their appeal card was directly linked to some aspect of their mission.

Click the image below to view the full infographic.


Provide Instructions or a Service

One growing trend in the for-profit world that is creeping into the nonprofit sector is the creation and distribution of free and useful instructional information. What better way to do this than with an infographic? This practice can be especially useful for organizations looking to build more socially conscious communities.

The Food is Free Project, a nonprofit that grows community and food to help strengthen the world’s agricultural system, does a great job at educating and empowering their audiences. Their infographic below provides instructions for how to build seed bombs. One of the benefits of this practice is improving vacant lots found in many urban neighborhoods and transforming them into spaces that support the local environment.

The Wrap Up
Infographics can do a lot of things, but when they’re connected more closely to your mission they can illustrate your story and educate your audience in practical, exciting ways. Infographics are also incredibly easy to share via email, social media, and your website. What are some of the stories you can tell in an infographic that can help further your mission and demonstrate your value?

You Might Also Enjoy:
The 4 Principles of Visual Storytelling 
 Before You Make the Ask: Know and Apply Your Data!
5 Tips to Get People to Read Your Content

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