Fundraising and Influence: Why Stories Work Better Than Data

By Stephanie Bickel

You’ve got impressive stats.

You’ve got the case studies.

You’ve got charts that tell a compelling story.

But if people still aren’t saying “yes” to giving, to partnering, to signing, it might be because you're leading with information instead of inspiration.

At Speak by Design, we coach high-stakes communicators to use their greatest untapped asset: storytelling.

“If you want people to remember your cause, give them a stat. If you want them to support it, give them a story.” — Stephanie Bickel

The Problem with Data-Heavy Pitches

In high-pressure moments like donor asks or sales presentations it’s tempting to prove your point with as much data as possible:

“We reached 10,000 people this year.”

“85% of clients reported improvement.”

“Costs were reduced by 18% quarter over quarter.”

These facts matter. But they rarely move people to act.

Because numbers inform. Stories connect.

Why Stories Work in Fundraising and Sales

The brain processes stories faster than stats.

We retain 22x more information when it’s wrapped in a narrative.

Stories create emotional engagement.

People don’t give to pie charts, they give to people.

Stories answer the ‘why now?’ question.

They offer urgency, empathy, and relatability.

Here's the Speak by Design Influence through Stories Framework

Use this three-step structure in your next pitch or donor conversation:

1. Start with a Person, Not a Program

“This is Sam. He’s 14. Before our mentorship program, he had never met a college graduate.”

Let them meet the face behind the need. Now they care.

2. Show the Tension

“He was failing three classes and had stopped showing up for after-school activities.”

Create an emotional hook. Let them feel the stakes.

3. End with the Outcome

“Six months later, Sam is on the honor roll—and leading a peer tutoring program.”

This is transformation. This is what their donation, investment, or partnership makes possible.

When to Use Data (and How)

Once you’ve told the story, bring in data to support it, not to lead the message.

“And Sam isn’t alone. Last year, 83% of students in the program raised their GPA by a full point or more.”

“This is one of over 40 stories we could share.”

Data becomes more credible after a story has built trust.

Exercise: Reframe Your Pitch with a Story

Take one upcoming appeal, presentation, or email.

Before you share results or recommendations, ask yourself:

• Who is the face of this message?

• What did they struggle with?

• How did we help?

• What changed?

Lead with that.

Let the story earn their attention.

Let the data close the deal.

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Want to strengthen your storytelling?

At Speak by Design University, we help leaders turn facts into influence. You’ll learn how to shape messages that move people, not just inform them.

Whether you’re making a donor ask, pitching a new idea, or motivating your team, telling the right story at the right time is a leadership skill you can master.

Starting in August, our focus is Impact Stories. Join us to build your storytelling framework, refine your delivery, and lead with clarity and impact.