You don’t need more data. You need a better story.

In this episode of the Common Good Data Podcast, Drew Reynolds and Roger Suclupe sit down with Candice Jordan, Chief Development Officer at Atlanta Habitat for Humanity, to explore how nonprofits can turn data into compelling stories that actually drive funding.

Many organizations collect data. But the real challenge is knowing how to use it strategically.

Candice shares how the most effective organizations take a backwards design approach starting with a deep understanding of their funders, and then shaping their data, stories, and visuals to align with what those funders care about most.

This conversation explores:

• Why more data does not automatically lead to more funding

• How prospect research helps you understand what funders actually value

• What it means to “reverse engineer” your story around your audience

• How to combine quantitative data, qualitative stories, and visuals for maximum impact

• Why participant voice is often your most powerful source of insight

• The difference between outputs and outcomes and how it affects your funding success

One of the most important takeaways from this episode is the idea of intentional storytelling using data not as the starting point, but as a tool shaped by your strategy, your audience, and your message.

If you are involved in fundraising, development, nonprofit leadership, or communications, this episode will help you rethink how you position your work and connect with funders in a more compelling way.

Learn more about Atlanta Habitat for Humanity, explore our free course, Break the Starvation Cycle, and take the Nonprofit Clarity + Impact + Funding Resilience Scorecard.