What Funders Want (part 2 of 3):
Impact Storytelling – Insights from a Former National Lottery Portfolio Manager

In the second part of our What Funders Want series, Emma Insley reflects on her recent conversation with a former National Lottery Community Fund UK Portfolio Manager about what he looks for in impact reporting.

1. Tell your impact story

Many charities collect mountains of data – from surveys and quotes to attendance figures and outcomes – but without a clear narrative, those numbers can feel disconnected. Impact storytelling is the bridge between the two. It connects data and emotion to show how change really happens – and why it matters. 

Former National Lottery Community Fund UK Portfolio Manager Michael Langmead reflected in our conversation, what’s often missing is the story – the thread that helps funders make sense of the numbers.

And there’s science behind it. Neuro-economist Dr Paul Zak found that stories containing tension and resolution trigger the release of cortisol (which keeps us alert) and oxytocin (the hormone linked to empathy and trust). People who experienced both were far more likely to donate generously. Stories don’t just inform – they move people to act.

2. It’s not about pleasing funders – it’s your impact story

Too many charities still approach evaluation as a box-ticking exercise for funders. Yet the most compelling funder reports come from those who measure impact for their own learning. Funders can spot authenticity a mile off.

Michael Langmead explains why charities get it so wrong when measuring and demonstrating impact – they’re doing it for the funder.

“It’s not your funder’s impact – it’s yours. It’s your story, your evidence of worth.” 

He believes that when done well, impact measurement and storytelling can help to attract more funding, not just satisfy reporting requirements.

When you tell your impact story, you’re not simply reporting what was funded – you’re demonstrating the value, insight and integrity of your work. It’s about showing how your organisation learns, adapts and grows. Funders want confidence that you understand what works and that you’re willing to learn from what doesn’t.

As I outlined in my previous blog, don’t shy away from sharing learning or challenges. Funders don’t expect perfection; they expect honesty. As the National Lottery Community Fund says in their evidence principles:

“It’s not just about proving impact – evidence that helps you improve what you do is equally valuable.”

3. Start with the story of one

Every powerful impact story begins with a human connection – the story of one. 

A single story (also known as a case study) helps readers care about the issue before you zoom out to the bigger picture.

You can use our simple five-part story arc to guide you when crafting your impact story: Who, Problem, Action, Result, Reflection.

• Who: Start with the person or group at the heart of the change.
• Problem: What challenge or need brought them here?
• Action: What did your organisation do – and how?
• Result: What changed as a result of your work – for the one person and the wider group of people you are working with?
• Reflection: What have you learned that will shape what you do next?

Even when you’re working on systems change, this still applies. Start with the story of one person’s experience, then zoom out to show how that story reflects wider barriers and the shifts taking place in the system. It’s this movement – from personal to collective, from emotion to insight – that gives impact storytelling its power.

4. No data without stories, no stories without data

Data gives your impact story credibility. Words give your data meaning. Together they create “data with a heartbeat.”

Hard data – the numbers, percentages, and reach figures – show what happened. Narrative evidence – quotes, observations and lived experience – should explain how change happened and why it matters. A well-crafted report, infographic and impact story/case study blends the two, illustrating outcomes through real voices.

Michael Langmead puts it simply: “A well-written case study can bring a 50-page evaluation report into focus in minutes.” Funders rarely have time to read long reports cover to cover, so your story should draw them straight to what changed and how.

When you combine head and heart – data and story – you give funders confidence in both your impact and your understanding of it.

5. Know your audience

Different audiences may share an appetite for data and stories, but the format should flex to their needs. The key is to repurpose your evidence rather than reinvent it.

• Trusts and foundations often want a concise, well-structured report – ideally no longer than 10 pages. Maximise the opportunity to engage your funder by including an infographic that summarises key insights, along with case studies/stories of change. For larger investments, they may request a longer independent evaluation report.
• Corporates may prefer a two-pager – an infographic and impact story that they can share internally.
• Commissioners may expect a report plus a clear section on social value.
• Donors and supporters respond best to a story that brings the problem and impact to life. Add some key stats about the difference you make to your follow-up communications – one client told me that, after people donate, the next thing donors look for on their website is evidence of impact.

The core content can stay the same; the lens and format change. 

Repurposing your story ensures each audience gets what they need – while keeping your messaging consistent and credible.

6. Keep it simple … and human

Michael Langmead’s final piece of advice is deceptively powerful: “keep it simple”.

Impact storytelling isn’t about academic models or jargon. It’s about clarity – showing what changed, for whom, and why it matters. Simple language builds trust, while authenticity invites connection.

Final thoughts …

At its best, impact storytelling is more than communication – it builds empathy, transparency and confidence in your organisation’s ability to deliver meaningful change.

By combining human stories with credible evidence, you help funders see your charity’s difference – not just in numbers, but in lives changed.