Annual reports get a bad rep for being a thick book of statistics — but they are such an effective marketing tool for so many reasons. They’re a way to fill everyone in on what you’ve accomplished in the past year, draw a vision for the year(s) to come, thank your current donors, and, of course, ask for continuing donations. Best of all, it shines a light on the collective impact your constituents have made possible. When it comes to creating a nonprofit annual report with meaning, here are a few questions to get you started.
What Do You Need to Accomplish?
Impact reports serve as a snapshot in time to showcase the programs, services, and people enhanced by your organization. They’re also an opportunity to highlight the people who have played a significant role in advocating for and on behalf of your nonprofit. That includes your staff, volunteers, community members, and donors.
Finally, they’re an opportunity to demonstrate financial transparency and good stewardship of the funds under your management. Together, they draw a full picture of what your organization has been up to in a given time period — and how much you’ve managed to achieve.
Who is Your Audience?
Your annual report should tell the story of your accomplishments of the previous year. However, it can and should be used to attract new partnerships — fiscally, operationally, or organizationally.
From demonstrating your power and impact to prospective donors to reflecting your commitment to your community to showcasing your organizational culture, there are so many potential audience members for your annual report. The goal is for your report to highlight the awesomeness that is your organization and make people want to get involved!
What Stories Can You Highlight?
Ideally, you’ve been collecting stories all throughout the year! However, if you haven’t, talk to your team, community members, and volunteers about the moments that stand out from the past year. Chances are, if those moments made an impact on your internal community, they’ll make an impact on the broader audience for your annual report.
Sometimes this entails a program spotlight; other times, it’s a feature about an individual whose experience with your organization was transformative. Everyone has a story to tell — identifying the ones that will have the broadest appeal and demonstrate the greatest impact should be the stories you choose.
What Was Your Biggest Accomplishment Last Year?
For many nonprofits, it’s easy to put together a bulleted list of every event, program, or experience you’ve facilitated throughout the fiscal year. But that’s not where your stories of impact lie. Instead, focus on your biggest accomplishments from the previous year.
Then, ask: what makes them so meaningful to me? To our organization? If the experience resonates with you on a personal level, chances are it will resonate with your community too — and that makes them more likely to want to connect with you.
What Was Your Biggest Challenge Last Year?
While you don’t want to air all of your dirty laundry, the annual report gives your organization a chance to explain your pain points. Think of it this way: if your donors and partners don’t know about a particular challenge, they can’t help — financially or otherwise.
Could you have used more hands at a volunteer event? Specific equipment for a community outreach event? Expertise in an area outside of your realm? You never know where that help can come from in the year ahead — but you won’t learn if you don’t ask.
Where Do You Want Next Year to Take You?
An impact report is a great opportunity to reassess, build on your current successes, and think about the next steps that will further your impact. And don’t be afraid to dream big! When you share that dream with your community, it invites them to get involved to be part of that vision. After all, when good things happen, everyone wants to be a part of it!
Thinking about your next annual report and how to shake it up? We’re ready to illuminate what makes you shine!
