Annual reports are becoming more and more creative.
Gone are the days when community foundations and nonprofits present financial information, a list of grant programs, and a handful of quick facts.
Today, some of the strongest annual reports in the philanthropy sector include a high-level of design, video storytelling, and emotional stories of impact.
Pick Your Medium
The first question most of us ask is how we want to present the information in our annual report.
Historically, annual reports were printed resources mailed to donors and stakeholders. But more and more, we are seeing organizations go away with hard-copy versions and creating a PDF or a web version exclusively.
Is that the right choice for you?
Ask yourself who your main audience is. If you have donors and partners who only use the internet sparingly, then you don’t want to exclude them by going digital-only. Your annual report is a key engagement tool and a beautifully-printed document is often the best piece of marketing material you have during an entire year.
Don’t forget about other creative avenues either.
We have worked with organizations who release the entirely of their annual reports via social media. While unorthodox, this enables you to get creative with the visual ways you can share the highlights of your organization.
Tell a Story, Not Just Numbers
This feels obvious in today’s ecosystem but move beyond the realm of dry statistics and financial data.
Your annual report should read like a captivating story. Integrate narratives of success, challenges overcome, and the real-world impact of your community foundation’s initiatives.
This storytelling approach not only engages readers but also humanizes your nonprofit’s mission, making it more relatable.
Visual Appeal
Make your annual report visually appealing.
Utilize vibrant graphics, infographics, and high-quality images to break up dense text. Explore a multitude of communications channels and use different techniques for each.
Visual elements not only enhance comprehension but also create a more enjoyable reading experience.
Consider incorporating photos that capture the essence of your work and the people you serve. Yes, stock photography and stock video is necessary at times. But the best communications teams think ahead and use every event and every interaction throughout the year as an opportunity to collect assets for your visual library.
Celebrate Achievements, Acknowledge Challenges
Don’t be afraid to get serious with your donors and stakeholders.
Yes, annual reports are meant to celebrate successes, but also acknowledge challenges and lessons learned.
Authenticity breeds trust. Sharing both achievements and hurdles your organization faced during the year demonstrates resilience and a commitment to continuous improvement.
It also can create a window of opportunity to promote further fundraising that helps your development team.
