Big Number Problem

Though it makes sense that we all use numbers to gauge progress towards our goals, statistics are not likely to make an impression on an otherwise indifferent audience.

We see this frequently with our non-profit clients and it’s why we urge them to wrap those statistics in a compelling story… one that allows an audience to consider how and why those numbers matter to them personally.

Here’s an excerpt from “Do You Have A Big Number Problem?

"The problem with large numbers is they tend to be favored by experts (read nonprofit program staff) who do understand the details and nuance behind the big numbers, but often don’t realize these big numbers are abstractions and offer little in the way of either emotional or practical context…. The use of big, overall statistics instead of individually identifiable people and problems is, of course a frequent mistake made by nonprofits in communicating with donors."