Stories Are Key to Philanthropy

To the Editor:

I couldn’t agree more with Sean Stannard-Stockton that “information is a necessary but not sufficient condition for robust philanthropy” (“Data Don’t Tell the Whole Story of Charities’ Impact,” Opinion, July 2).

To build on his call for context, we need to document our stories. I believe that stories of change — from the point of view of those funding it, implementing it, and benefiting from it — are critical to achieving and sustaining impact.

Foundations are in the business of improving people’s lives. Even foundations that fund pure scientific research are doing so with the end goal of making the world a better place. Data and analysis are important ingredients of success. But if we do not capture the personal and institutional stories that illustrate change, we miss a key opportunity to advance our goals. If we do not tell the stories of what works — or if we do not acknowledge what does not work — we lose the opportunity to expand our lessons.

Stories help grant makers and grantees argue successfully for replication of successful reform. Daniel Pink points out in his book A Whole New Mind: “When our lives are brimming with information and data, it’s not enough to marshal an effective argument. Someone somewhere will inevitably track down a counterpoint to rebut your point. The essence of persuasion, communication, and self-understanding has become the ability also to fashion a compelling narrative.”

Online blogs are part of a new approach to communicating our work, as Mr. Stannard-Stockton says, and they often include stories.

Blogs are usually free, which is good news. But regular and more formal chronicling and dissemination of stories about social change is also necessary; and this requires a mindful investment on the part of foundations.

There is a bottom line here: Stories help us process the explosion of information that invades our computers and our desks every day. Stories help us remember what really matters. Stories reach our hearts as well as our minds.

Could stories be the “duh” factor in foundation grant making? Why didn’t we think of this a long time ago?

Joanne Edgar
Communications consultant
New York