Less Clutter. Less Noise.

You blogged earlier this year about using numbers to creatively communicate a message. I’ve heard others advise against focusing too much on numbers in a stewardship campaign, but you seem to have used them so effectively on the website for The New Normal campaign. (I especially love how it shows what can be done when certain fundraising milestones are met along the way!) What are your tips for striking the right balance?

Just like anything, the solution isn’t all or nothing—although, under pressure, either end of the spectrum is where we naturally tend to land. It takes intentionality, and a little extra work, to roll up our sleeves and manage the tension.

Good numbers can provide the verifiable foundation to our story—this is the reality we’re all rallying around; not one person’s opinion or propaganda. We are being transparent.  We’ve done our research. These are the basic, most important facts. We have nothing to hide.

At the same time, data alone removes the human element and can kill the story. A list of numbers isn’t an experience for people to connect with, it’s a report.

A blend is the answer for better communication. Making numbers part of the story—visually displaying data with simple elements of design or personal captions—provides necessary human context to make complex messages easy to comprehend. One of my favorite quotes says, “If you tell me, it’s an essay. If you show me, it’s a story.” —Barbara Greene. That about sums it up.

(Excerpt from Ministry Matters Interview | 3 in series of 6)

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