A good nonprofit annual report has goals!<\/b><\/h2>\n
When developing a good annual report, start with the end in mind. If your organization runs through the motions and produces a report because you always have, consider reexamining the purpose. Using the same template for five years in a row or mailing a print piece with no way to track engagement doesn’t serve your mission. An annual report should be a distinct piece of your communications and marketing assets. Since annual reports are big projects, it\u2019s okay to expect more of this signature piece.\u00a0<\/span><\/p>\n Here are five goals to pursue when developing a great nonprofit annual report:<\/span><\/p>\n Traditional nonprofit annual reports focused heavily on financial performance and statistical data. While text-laden, multi-page diatribes are now less common (thank goodness!), there is still a need to include enough detail and transparency and build trust. Here are some clarifying details your donors might be interested in:<\/span><\/p>\n Don\u2019t be afraid to use graphs, charts, and graphics to <\/span>depict the data<\/span><\/a>. As a nonprofit organization, your 990 tax return is publicly available, and if donors want to dig deeper, they can. However, since most donors won\u2019t take the time to do further research, provide enough detail so readers don’t fill in the blanks with assumptions.\u00a0<\/span><\/p>\n Pro Tip:<\/b> If you have active donors on your board or fundraising committee, consider approaching them to review the draft annual report before you publish it. They will likely be honored to be part of the process and appreciate the opportunity to give input.\u00a0\u00a0<\/span><\/p>\n Think about your most involved donor or volunteer. Then ask yourself what to include in your annual report that might even surprise them. There\u2019s no point in stating the obvious or repeating previously shared information. Think of your nonprofit\u2019s annual report as a showcase piece that inspires curiosity and conversation.\u00a0<\/span><\/p>\n Stories of mission impact are critical, but sharing stories of the board or team development and collaboration with partner organizations demonstrates your nonprofit\u2019s interest in continuous improvement. These types of stories also lend themselves to showing your team\u2019s dynamic, individual personalities, and culture.\u00a0<\/span><\/p>\n Creating showcases of donor experiences also provides your top supporters with a way to start a conversation with their network. How awesome would it be for your top donor to share their story through your annual report? It takes the pressure off your donor to try and cultivate an opportunity and ensures the right information is shared.\u00a0<\/span><\/p>\n Take the notion of showcasing your donor experiences one step further. Your annual report is a fantastic opportunity to highlight supporters who helped foster transformational change through your programs. Donors are more likely to understand your mission and its impact when they see how their peers helped carry it out.\u00a0<\/span><\/p>\nGoal #1: Provide Clarity & Accountability<\/b><\/h3>\n
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Goal #2: Inspire Conversation<\/b><\/h3>\n
Goal #3: Honor Supporters<\/b><\/h3>\n
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