Boosting Impact Report Engagement: A Case Study with ICIC
Increased Website Traffic and Impact Report Downloads
Stronger Connections With Clients
Versatile Content
01.
Context
Initiative for a Competitive Inner City (ICIC) wanted their annual impact report to do more than share numbers. They wanted their audience to feel the difference their programs make on the small businesses they serve. To do this, ICIC chose to elevate the voices of the business owners themselves by featuring entrepreneurs from across the country in a series of videos.
Industry
Nonprofit
Involvement
We want the business owners to tell their own stories as opposed to us just relaying it… It sits better with our audience than us just doing all the talking.
Play the video to learn more from our client – Sarah Ginand and Jasmine Martin, representing the Marketing and Communications department at ICIC.
02.
Our Approach
To bring the stories of these businesses to life, we conducted remote video interviews with the owners who had participated in ICIC programs. This allowed us to capture authentic, heartfelt reflections from people in multiple states, without needing to send a crew to each location. We paired these interviews with b-roll and graphics to create polished mini-features that could be woven throughout the digital report. Each story offered a window into the growth, grit, and transformation of each business, told directly from the entrepreneurs.
Benefits of Impact Report Storytelling
- Humanize data by putting a face and story behind the numbers
- Inspire action by showing tangible outcomes and real-world impact
- Highlight program value in a way that resonates with funders and partners
- Build trust through transparency and genuine narratives
03.
Outcomes
The videos brought fresh life to ICIC’s impact report, helping more people connect with the real stories behind the numbers and driving noticeable increases in website traffic and report downloads.
By featuring entrepreneurs in their own words, ICIC deepened trust, showcased the heart of their programs, and strengthened relationships with the business owners themselves, who appreciated the extra visibility.
The remote interviews also created a flexible library of content ICIC can use across social media, blogs, and future storytelling, giving their team a powerful, long-lasting tool to highlight their impact year-round.
Results
- Increased website traffic and impact report downloads
- Deepened trust and connection with their audience through authentic storytelling
- Provided business owners with extra publicity
- Equipped ICIC with reusable content for social media, blogs, and future storytelling
