It’s that time of year again. Every nonprofit on a calendar year is thinking about their annual report. There are many choices to make when it comes to producing this much-loved and much-loathed document. From design to page count to content to paper quality, it seems the decisions are endless. But you don’t have to dread your annual report. Here are a few recommendations to help you make this yearly tradition a truly successful effort.
1. Don’t get stuck in a rut
While it’s tempting to use the same design year after year, don’t do it! Some of the most interesting and engaging reports are the ones that break out of the mold. Make sure the type of report you choose reflects the message you want to communicate to your supporters. Take Mission Increase Raleigh for example. In 2015, they wanted to shake things up with their annual report. So, they engaged us to help them create a compelling piece that clearly communicated their impact. We recommended a graphically-based report that told their story as well as the story of one of the organizations they supported. The annual report was well received and even resulted in some pretty amazing results that I’ll share in my next point.
2. Don’t waste the opportunity
Most organizations think of their annual report as a one-time, one-way communication. If you fall into this group, you’re missing a great opportunity to engage your supporters. Mission Increase Raleigh did just that by using its annual report throughout the year to show its financial stewardship and tee up an end-of-year campaign. The results were pretty amazing. The campaign raised more than $200,000 for the organization to do even more in 2016!
3. Tell stories
Every nonprofit has stories to tell about their work, impact, and people. But it’s amazing how many forget to capture them. Closing out one year and beginning a new one is a natural time to let your supporters know just how you’ve touched those you serve. A great example of this is our work with Tammy Lynn Center for Developmental Disabilities on their 2016 annual report. They do amazing work to enrich the lives of children and adults with disabilities. They’re also great at understanding the power of story. Their annual report, while traditional in construction, was anything but when it came to capturing the essence of their mission and impact. Check out the stories of Dylan, Ricky, Parker, and Cat. They convey the true power and importance of the work being done by Tammy Lynn Center. Remember, the annual report isn’t just about the financials. It’s about the lives you touch every day.
4. Invest in design
Yes, this may be slightly self-serving, but it is still an important and valid point. On average, we work with 30 or so nonprofits in any given year. So we’re given plenty of opportunity to speak to them about the importance of investing in design to ensure their visual identity matches the real value of their brand. Whether you hire us, another firm, or a consultant, we encourage you to not take short cuts when it comes to designing your annual report. This is the one piece the vast majority of your supporters will see and actually take the time to read. In addition to the Tammy Lynn Center and the Mission Increase annual reports, this one we created for Haven House is one we would hold up as an example of investing wisely in design.
Are you planning your annual report strategy? Don’t just fall back on, “This is how we’ve always done it.” Shake things up a little. Tell stories. And invest in strong design to ensure you’re not wasting the opportunity. And as always, we’re here and would love to be of service.
– David Chatham, Senior Marketing Consultant
