NGOs seek the mighty support of data visualization
Did you know? Belarus is the only country in the EU that still carries out executions and USA is the only country in the G8, where the death penalty is imposed. Currently 18.750 people are on death row and facing the same destiny as the 676 individuals, that were executed worldwide in 2011. The shocking part is, that these figures do not even include China, which still continues to execute more people than the rest of the world put together. Amnesty international produced a video visualization which achieved a considerable impact - how?
It seems like we are all suffering from information overload, the good news is, data visualization might be a good solution to that. Data visualization is not all about the creation of tables, graphs and charts. These tools can transmit information about complex ideas in a quick and comprehensible way, but furthermore, data visualization allows to see complex systems function, and to recognise patterns and connections within data. NGOs benefit by using such infographics, images, interactive maps and more to share information about critical issues, because these enable the organisations to evoke people’s emotions and make them act more likely.
Behind the seeming neutrality of data, there are stories waiting to be discovered. The value of doing good data visualization is to be able to take complicated data and emerge with a solid, compelling storyline. Stories and their visualizations are important considering the powerful tool for advocacy they offer NGOs. Once you discovered the story, you have to create great visual experiences because images have a huge impact compared to pure text. Eventually thanks to the combination of text and visualization, data loses its dull reputation and becomes an appealing story, that is easily comprehensible and evokes empathy and understanding. Even though, the design of the visualizations is crucial, style cannot rescue failed content. The reader is going to come with his or her own biases, assumptions and contacts. Therefore, the designer has to decide beforehand, what he wants to communicate.
In addition, data visualization or infographics have not only the immense power to communicate seemingly complex data into informative and memorable visuals or evoke emotion but they are also easily distributed on the internet with one click. Visuals provide an artefact that can easily be shared digitally. Knowing your target group is crucial in this respect, since spreading information directly among it is most effective. These visuals can educate the general public about underrepresented content, encourage individuals to share the message or even build an online support network or/and facilitate awareness of options.
NGO consider data visualization within the context of what is called the hierarchy of effects or the communication ladder. The ultimate goal is to get the person receiving information to take action. In order for that to happen you must engage and sustain interest. Beginning on the bottom of the ladder, one finds a state of unawareness. The step from exploring to awareness is done through good design interface, usability, aesthetics, clarity of data, acknowledge of limitations and the overall conveying of a story. After making an impact on the viewer they rise up on the ladder – the viewer becomes aware of the message. The next step is to get the viewer to comprehend the message. The step from understanding to conviction is made through trust in data sets and in the visuals. If the message is understood, the viewer has to decide whether the message is credible or not. But its only purpose is not just to get your audience to understand and remember the message or data. NGOs are communicating with the public for a reason – to raise funds or achieve another goal. The step from conviction to action is made by the smoothness with which the data visualization directs you to immediately-available action points, such as click, donate or submit. If the audience gets the message, they are more likely to act upon your message.
Greenpeace created some visualization, specifically created for advocacy campaigns. It shows how a dramatic image can immediately not only share information, but engage the viewers emotions. The image they used, shows a seabird that starved to death. The bird has 220 sorts of garbage which was thrown into the ocean in its stomach. Unable to digest or expel it, the bird was rendered too full to eat anything else and died. The visual raised huge awareness is a good example for successful data visualization.
NGOs want to increase the reach and communicate their mission in order to cooperate with funders, clients, beneficiaries, the media or employees. By providing interactive graphic, NGOs can get the attention of the audience and convince them to step up for their cause. Especially, data storytelling and creating an interactive experience has proven to be extremely effective. This way, a drive for better decisions is ensured, which build movements for a better world. To sum it up, NGOs and NPOs strongly benefit by enforcing data-driven cooperation within their digital ecosystem.