Reposted from April 2021
BANs (Big Ass Numbers) — aka “vanity metrics” — are gaining prominent positions in data dashboards, websites, social media, email marketing, and annual reports these days. They are meant to impress. Wow! 359,234 meals served! Cool! $6 million raised!
But there is a problem with big numbers. Our brains can’t fully digest them. As noted in a 2017 Wall Street Journal article, “Big numbers befuddle us, and our lack of comprehension compromises our ability to judge information about government budgets, scientific findings, the economy and other topics that convey meaning with abstract figures, like millions, billions, and trillions.”
When quantifying the breadth of a problem or solution, nonprofits may toss out lots of giant figures, as in the bewildering graphic below. But without context, even numbers in the hundreds or thousands can bewilder.
Source: Rosenberg Advertising
So what can we do to make BANs more meaningful? Researchers at Columbia University and Microsoft found that they could improve numerical comprehension by using “perspectives,” which are simple sentences that relate a large number to something more familiar to us.
They found, for example, that when told that the number of registered firearms in the U.S. is about 300 million, study participants not only had trouble comprehending this number but also recalling it and assessing its likely accuracy. However, when told that there is about one firearm per person in the U.S., significantly more people could comprehend, assess, and recall the quantity. Makes sense to me. We can imagine a group of people, each holding a firearm, but we are hard pressed to imagine a pile of 300 million firearms.
So before you present a large number, consider a perspective that will make it relatable for your audience. Below are some formulas used in the Columbia/Microsoft study for developing perspectives.
Let’s talk about YOUR data!
Got the feeling that you and your colleagues would use your data more effectively if you could see it better? Data Viz for Nonprofits (DVN) can help you get the ball rolling with an interactive data dashboard and beautiful charts, maps, and graphs for your next presentation, report, proposal, or webpage. Through a short-term consultation, we can help you to clarify the questions you want to answer and goals you want to track. DVN then visualizes your data to address those questions and track those goals.
