How to Tell a Compelling Story with Data in Your Nonprofit Proposal

Numbers Are Not Enough (But Neither Is a Story)

June 09, 2025 • Estimated Reading Time: 6 minutes

🌟 Editor's Note
This blog was developed by Jonathan McCombs, Ph.D. to help you grow in your proposal acumen. Get in touch with us if you are interested to learn more about how we can help train your team, meet new heights, and save you time to concentrate on the mission of your non profit! Follow us to receive the next edition!

🚀 Introduction: Numbers

A few years ago, I worked with a small nonprofit that had poured its heart into a grant proposal. They served youth experiencing homelessness and had one of the most passionate executive directors I’ve ever met. Their proposal told powerful stories—firsthand accounts of resilience, the faces behind the mission, and the deep emotional impact of their programs.

But they didn’t get the funding.

When we reviewed the funder's notes, one comment stood out:
“Compelling narrative, but no measurable data to support the scope of the need or the proposed outcomes.”

It was a gut punch. Not because their mission wasn’t worthwhile—but because the proposal lacked what funders increasingly require: a data-informed case. The heart was there—but the head wasn’t.

That moment changed how they approached proposals—and how I coach nonprofits today. Because the truth is:
Funders aren’t choosing between the strongest mission and the best numbers. They want both.

In this post, I’ll show you how to blend storytelling with data in a way that makes your proposals not only emotionally persuasive but intellectually undeniable. You’ll learn how to source, frame, and visualize data that reinforces your story—and speaks directly to what funders are looking for.

🦄 Why Data Alone Doesn’t Win proposals

On the other end of the spectrum, I’ve seen proposals overloaded with charts, statistics, and technical jargon—only to leave funders cold. One proposal I reviewed recently opened with three dense paragraphs of demographic and public health data, complete with percentages, zip codes, and trendlines. It was accurate. It was well-sourced. But it was also incredibly dry.

There was no connection to the people they served. No story, no urgency, and no emotional anchor. Just numbers.

Funders may be analytical, but they’re also human. They’re trying to understand why this matters—and why now. Without a compelling context, even the most robust data can feel like background noise.

Here's the truth:
Data provides the proof, but story provides the reason to care.

Data without context can leave readers confused or unmoved. Story without data can leave them unconvinced. In today’s funding environment—where accountability, impact, and equity are all under the microscope—you need both working together.

This is especially true for government grants, large foundations, and corporate funders who have specific outcome expectations. They want to see:
- How many people are affected?
- What measurable change will your program create?
- How will you know it worked?

But they also want to be assured that you're connected to the community and understand the human dimension of the challenge.Check out Pixel Pioneers

🔥 It Starts with the Right Data: How to Collect What Matters

Before you can tell a great story with data, you need to collect the right data—not just what's easy to grab, but what truly supports your proposal’s message.

1. Align Data with the Story You Want to Tell
Make sure your data serves the narrative you're building.

2. Collect Data in Real Time (and Consistently)
Use simple tools like Google Forms or intake logs to gather clean, real-time data.

3. Use Disaggregated Data to Show Equity
Break down data by race, geography, gender, etc., to highlight disparities and refine programs.

4. Document the Process, Not Just the Outcome
Track milestones and activities as well as final results to give funders a full picture.

5. Keep Your Data Grant-Ready
Summarize and organize your data regularly. A one-page snapshot goes a long way.

Data Sources for Nonprofits

🏆 How to weave data into your proposal narrative

Now that you have the right data, it’s time to use it purposefully.

1. Use Data to Frame the Problem
Show why the issue matters with local and specific statistics.

2. Use Data to Justify Your Approach
Back up your methodology with past results or research.

3. Use Data to Demonstrate Impact
Combine quantitative results with a human story.

4. Use Data in the Budget Narrative
Show how staffing ratios and program costs are data-informed.

5. Echo the Funder’s Metrics and Priorities
Use their language and framework to build alignment.

Making Your Data Visual: When and How to Show Your Impact

Visualizing data helps funders absorb your message quickly.

Use simple tools like Canva or Excel to create:
- Bar charts (trends over time)
- Pie charts (funding or service breakdowns)
- Infographics (impact overviews)

If the proposal form doesn’t allow visuals:
- Include them as labeled attachments
- Refer to them clearly in the text

Free Tools for Creating Visuals

Common Mistakes (and How to Avoid Them)

Data Dumping – Don’t overload. Be selective and purposeful.
Vague Claims – Use exact figures and cite sources.
Outdated/Generic Data – Prioritize current, local data.
Ignoring Equity Trends – Disaggregate data.
Missing Emotional Anchors – Pair stats with stories.

Final Thoughts

Data doesn’t speak for itself—you do. When data supports a compelling, human-centered narrative, your proposal becomes unforgettable.

Want help? Stay tuned for my free Data Storytelling Toolkit for Nonprofits. It’ll help you build better visuals, track stronger outcomes, and tell your story with power. Email me to be notified when it releases [email protected]

Until Next time,

Jonathan McCombs, Ph.D.