Designing Data That Moves People: 4 Principles of Effective Information Design for Nonprofits

At Mockingbird Analytics, we know that data is essential to good decision-making—but it’s also much more than spreadsheets and numbers. For nonprofit leaders trying to engage funders, mobilize community support, or show the impact of their work, how you present data matters just as much as what it says.

That’s where information design comes in.

Information design is the art and science of translating complex data into visuals that tell a clear, compelling story. Whether you’re building an annual report, creating a grant proposal, or sharing results with your board, good design helps your audience grasp the meaning behind the metrics.

Here are four of our go-to principles for designing nonprofit data that truly resonates.

1. Make It Clear—But Keep the Content

Your audience should understand the main message of your visual in three seconds or less. That said, simplicity doesn’t mean leaving out important context.

In fact, research shows that people trust data-dense visuals more than overly minimalist ones. So instead of removing information, focus on smart layout choices:

• Shrink visuals as much as possible without compromising readability

• Eliminate unnecessary gridlines and clutter

• Use layout and spacing to guide the eye to key insights

Clarity comes from good design, not less data.

2. Use Color With Purpose

Start your design with a blank slate—black and white text and graphs only. Once your structure is in place, add color with intention.

Avoid flashy palettes or arbitrary choices. Instead, stick with natural, softer hues and make sure every color is doing a job—highlighting a trend, labeling a group, or reinforcing a theme. As Edward Tufte, one of the leading voices in data visualization, says: use color “to label, to measure, to represent or imitate reality, to enliven or decorate.”

And don’t forget accessibility—choose palettes that are color-blind friendly and high contrast.

3. Tell a Story Through Comparison

The best nonprofit data visuals don’t just show what is. They show what changed—and how your work made that happen.

Use comparison to highlight impact. Show the “before” and “after,” track progress over time, and relate one outcome to another. Multivariate graphics (those that show multiple variables at once) are especially useful here—they provide more context and make the most of your visual space.

For example:

• Before/after maps or charts

• Side-by-side program outcomes

• Trends compared across demographics or locations

4. Don’t Reinvent the Wheel

You don’t need to start from scratch. Explore how other nonprofits, funders, or research organizations present their data, and take notes.

• What formats feel clear or easy to read?

• What storytelling elements make you care?

• How are others presenting outcomes in a way that’s visually compelling?

Use what works—and make it your own.

Want Your Data to Do More?

Mockingbird Analytics helps nonprofits translate complex information into clear, powerful visuals. From building dashboards to designing annual reports and infographics, we specialize in helping you tell your story with data.

Whether you're preparing for a grant application or want to boost transparency with your community, we’ll help you design data that drives action.

Let’s talk about how we can support your next report or impact project.