An annual report can be a great way for nonprofit organizations to show their accomplishments to current and future donors, provide online fundraising opportunities, and insightful visitor data. Nonprofits are not required to produce an annual report, and they often struggle deciding what to include in them. Here are some suggestions on creating a meaningful annual report.
1. Consider going digital
and producing online reports. Studies show that over half of printed annual reports go unopened. People are more likely to read an online report, and you will be able to offer embedded video and online links.
2. Focus on the accomplishments that you have achieved related to your mission statement. People are looking for the results of your activities.
3. Include photos, captions, and interactive video throughout the report. Focus on who you help, not your staff or board members. A meaningful photo of a child, animal or location can speak louder than words to convey your mission. Someone skimming through the report and just looking at pictures and reading captions should get a good idea of what good things you have done.
4. Include real stories of real people, rather than a general summary of your work. Share some personal profiles or a volunteer's story of how they made a positive difference. Show overall statistics of what you have accomplished.
5. Present summarized financial statements along with a summary explaining them. Include commentary on where the revenue comes from and how it is spent.
6. Many annual reports include a list of donors. Don't let this list take up too much space in your report. If the donor list is extensive, consider recognizing them in another way, such as monthly newsletters or other mailings.
7. Always give donors an opportunity for future support. Let them know specifically how they can help you. Are there any volunteer opportunities available to them, can they donate stock, do you need any products or services? Provide a "donate" button on your online annual report to make it easy for people to give.
8. Keep the report simple and easy to navigate and avoid clutter. Don't try to include too much information and always focus on major accomplishments. Include the organization's mission statement and logo and post the report on the organization's website.
Providing an annual report can be time-consuming, but if done well, can elevate your organization to a higher standard. It can be used as a general marketing brochure for new potential donors and presents the organization with a professional appearance. It will make an impact.