How to Weave Storytelling with Statistics
Dr. Jennifer Aaker, marketing expert and professor at Stanford Graduate School of Business, once shared a story of a marketing researcher who asked students to each give a persuasive one-minute pitch to their classmates. While most students included statistics in their pitches (an average of 2.5 stats), only one student included a story in their pitch. Afterwards, the researcher asked the students to write down every idea they remembered from each pitch.
While five percent of the students remembered a statistic, 63 percent remembered the story.
The reason? Aaker offers three:
- Stories are powerful tools that force people to slow down and listen.
- Stories influence how people see you.
- Stories move people from complacency to action.
Statistics may bring attention to a cause, but stories elevate their impact. In short, stories can give numbers more credibility.
Some people are hard numbers folks, and I get it. Especially if you’re someone that’s responsible for illustrating impact, such as a grant writer, funder, nonprofit manager. Social workers and others in the helping professional rely on hard numbers because it can lead to increases in funder for their programs and services.
It’s easier to pull numbers. Just create a survey and send it out.
But if the marketing researcher’s discovery is any indication, stories draw people in and have greater impact.
Take the “identifiable victim effect”, for instance. This refers to the human tendency to offer greater sympathy and aid when a specific person is observed under hardship, compared to a vaguely defined group with the same need. The identifiable victim effects puts a “face” to a problem, causing greater impact.
For example, last night, CNN aired a town hall featuring survivors of the mass shooting at Stoneman Douglas High School in Parkland, Florida, in which 17 people (including 14 students) were killed. Statistics from the Centers for Disease Control show that, on average, 96 people die by gun violence every day in the United States. An average of 96 people doesn’t sound like a lot, but hearing the voices of the survivors and family members during the town hall (and seeing the faces of the victims from the shooting) literally puts a face on the problem of gun violence in America more now than it ever has.
As a follow-up to my “Who Are The People Behind the Numbers?” blog post from 2014, I wrote a Try This exercise on using storytelling as a tool for Reproductive Justice. Sharing personal stories resonate with us and helps to build powerful connections with others while also helping to build compassion, especially when we’ve never had a particular experience.
Sometimes seeing a high percentage raises awareness; but numbers alone may not fully capture the entire picture. And there are even people who say that storytelling should replace numbers. Don’t throw out your spreadsheets and statistical software just yet, but don’t stress yourself out with figuring out how to tell the most compelling story without numbers to back it up. Instead, use storytelling to make your numbers stand out (and vice versa). Here are 5 ways to weave storytelling with statistics.
