Charity advice: How to write a compelling presentation
How to improve your charity presentations
In the charity world, it’s tempting to talk about the effort and logistics behind your work—because they are impressive! But when it comes to inspiring presentation audiences, focusing on the impact of your efforts is far more effective than detailing the processes.
This post explores why impact resonates more deeply with your audience and how to ensure your presentation highlights the transformative outcomes of your charity’s work.
This post is part of our series of articles on presentation and public speaking advice for charities.
Download the Charity Presentation Skills Guide here
What is impact?
Let's begin by checking we're all working to the same definition of impact. For the purposes of this advice, we're defining impact as:
'The tangible difference an organisation makes in addressing key challenges. It's the ultimate measure of success—how you transform lives, communities, or ecosystems for the better.
Impact isn’t just about numbers; it’s about stories of real change, whether it’s a child gaining access to education or a village securing clean water.
Strong impact is clear, measurable, and aligned with your mission. It should resonate with donors and stakeholders, showing that their support drives meaningful results.
Why Focus on Impact in Charity Communications?
Donors and supporters aren’t as interested in how your charity operates—they want to know what difference it makes. They want to feel their contributions are creating tangible, positive change. By focusing on outcomes, you:
- Engage emotionally: Stories of transformation inspire connection and empathy.
- Build trust: Demonstrating real results shows that your charity delivers on its promises.
- Motivate action: Clear, measurable impact gives people confidence that their support matters.
When your presentation prioritises the “why” and the “what” over the “how,” you’re more likely to leave a lasting impression.
How to Showcase Impact Effectively
Here are some proven ways to focus on impact in your presentations:
1. Tell Success Stories
Stories are a powerful way to show the human (or animal) side of your work. For example:
- “Meet John, a young man who overcame homelessness thanks to our outreach programme…”
- “This is Bella, a rescue dog who now has a loving home after years of neglect…”
When crafting stories, keep these tips in mind:
- Be specific: Focus on one individual or community to make the story relatable.
- Show progress: Highlight the journey from challenge to triumph.
- Use emotion: Let your audience feel the joy, relief, or hope that your charity brings.
Check out our storytelling presentation course for more information on how to craft and share effective stories.
2. Show Transformation
Visuals are a powerful way to bring your impact to life. Use before-and-after photos, videos, or infographics to demonstrate the changes your charity has achieved. For example:
- Photos: Show a playground before and after your charity rebuilt it.
- Videos: Share clips of a family expressing gratitude for clean water.
- Statistics: Use a simple chart to show how donations have improved literacy rates in a community.
These visuals don’t just illustrate your work—they create a compelling emotional connection that words alone might not achieve.
3. Link Donations to Outcomes
People like to see a direct connection between their support and your results. Be clear about how contributions translate into impact. For instance:
- “Every £25 provides schoolbooks for one child for a year.”
- “A £50 donation funds medical supplies for five patients.”
By breaking down your needs into tangible outcomes, you help donors see their role in your charity’s success and inspire them to take action.
What are the Risks of Focusing on Process?
It’s easy to fall into the trap of explaining your charity’s operations in great detail. While the hard work behind the scenes is essential, here’s why it should not be the star of your presentation:
- It’s overwhelming: Too much technical detail can confuse or bore your audience.
- It’s less inspiring: Processes don’t spark the same emotional response as stories or results.
- It misses the point: People care more about the outcomes of your work than the methods.
For example, instead of explaining the logistics of organising a food drive, focus on how many families received meals and how it improved their lives.
Case Study: Impact Over Process
Imagine you’re pitching for funding to expand your charity’s literacy programme. Here’s how you might structure your presentation:
- Impact: “This year, our literacy programme helped 200 children improve their reading skills, with 90% achieving A-grade-level proficiency.”
- Story: “Take Maya, for example. At age 8, she couldn’t read a sentence. After six months with our tutors, she’s now devouring books and dreaming of becoming a teacher.”
- Visuals: Show a chart of rising literacy rates and a video of Maya reading her favourite story.
- Call to Action: “With your support, we can reach 300 more children next year. A £50 donation provides books and resources for one student.”
By focusing on results rather than programme logistics, you engage your audience emotionally and practically.
Takeaway: Lead with Results
In every presentation, let the impact of your work shine through. Success stories, powerful visuals, and clear links between donations and outcomes create a compelling case for support.
Focusing on results doesn’t mean dismissing the importance of your processes—it means showcasing the fruits of those efforts. When your audience sees the real difference their support can make, they’re more likely to feel inspired, connected, and ready to take action.
Explore more Charity Presentation Skills advice!
This article is a part of our complete guide to Outstanding Presentation Skills for Charities and Purpose-Driven Organisations (it’s a catchy title, isn’t it?!).
The guide shares top tips, tricks and techniques to make all aspects of your charity presentations super effective. It is completely focused on helping you to highlight the impact that you are making and to achieve your charitable goals.
You can view all of the articles within the guide at the links below, or download a quick guide here.
- How do I measure my presentation success?
- How should I start my presentation?
- How do I connect with my presentation audience?
- How do I be concise in a presentation?
- How can I tailor my presentation to the audience?
- How do I highlight impact, within my presentations?
- How can I make my presentation truly compelling?
- How should I use emotion and logic in a presentation?
- How can I add audience participation into my presentation?
- How do I write a clear presentation Call To Action (CTA)?
- How do I successfully use technology in a presentation?
- How can I use a story structure to make my presentation more engaging?
- How do I use visual aids in a presentation?
- How do I use props in a presentation?
- How do I include testimonials in my presentation?
- How should I rehearse my presentation?
- How to prepare for a Question and Answer (Q&A) session?
- How do I improve my presentations?
Meet your charity public speaking expert...
Hi!
I’m Rich Watts and I design and deliver presentation skills training for charities (and a host of other organisations too!) that need their people to inspire, persuade and motivate audiences. I am fortunate enough to have won the UK Business Speaker of the Year competition way back in 2012, and since then I have been using all of my geeky knowledge and Third Sector experience to help charities like yours.
