What are the elements that need to go into an annual report that will engage, inspire and influence your readers whether they be volunteers, donors, funders or board members?
Are there "core" factors that when added to a report - create an environment where your reader is compelled to further invest themselves in your cause? Yes there are.
Here are 10 SECRETS that when added together - make for a winning report for your nonprofit!
- Focus on accomplishments, not activities in your nonprofit report
A results-focused approach is your #1 priority. Board members want to know what you did, but more importantly, they need to know why you did it. What were the results? Why did you spend your time and money the way you did? What difference did it make? Connect the everyday activities of your organization to your mission statement. Don’t assume that funders and board memberes will automatically understand how your activities help you achieve your mission. Help them connect the dots.
- Report less on the administrative side of your business and more reporting on the things that help align with and drive your mission forward
Getting a high-speed connection in the office and new accounting software may be big accomplishments from where you sit at your desk, but they have nothing to do with your mission. Inspire donors with accomplishments related to your mission in your annual report and leave all the administrative items for your board report.
- Don’t over-emphasize fundraising accomplishments in the annual report
Donors expect you to raise money - but remember - your mission related accomplishments need to be front and center. Your funders are more interested in what you did with the money than how you raised it. Keep any mention of fundraising activities back in the financial section of your report and not co-mingled with mission related results stuff.
- Include photos in the annual report
Photos get attention and the right images can generate emotion in your reader. When your reader is engaged - they relate more to your report. Remember - many of the people reading your annual report won’t actually read it. Show them what you’ve been doing with photos. And another important point - bring your digital camera - everywhere you go. Use your smart phone to snap off shots related to your success and ongoing mission-related efforts. Think marketing... always! You can always buy/download good stock photography from places like istockphoto.com, as well.
- Write captions that tell your story
Captions work. As humans we are trained to read the small text that accompanies a photo. Tell a short, concise story of what is going on in each photo and remember to connect the photo with the accomplishment. Remember the goal with images and captions is this - if people read nothing but the captions in your annual report, they should still get a sense for the good work you did last year.
- Include personal profiles in the annual report.
Donors are usually more impressed when they can connect with stars of your report. Make it a personal human story. Give the reader an opportunity to engage and invest in the real stories about real people who are involved or at the center of your accomplishments. Explain what you have accomplished overall, then humanize your statistics with some personal profiles. Highlight how your work helped a specific individual. Share a volunteer’s story of how they made a positive difference.
- Summarize your financials and make them easier to understand
Summaries work very well here. Many of your donors won’t know how to read a financial statement or more importantly, won’t take the time to read it. An opening summary with bullet-ed highlights that explain the financial tables - something they can easily scan and assimilate is key. Reiterate where your money came from and how you spent it? What are your main fundraising strategies? Did you implement any cost-savings measures this year?
- No need to combine your donor list into your annual report
Stick to the core principals for annual report writing - accentuate accomplishments, use good stories and images, humanize your winners... and scale back the need to include a full donor list in your report. Consider sending out a supplemental report or a monthly newsletter acknowledging all donors.
- Spell Check Everything
Be thorough, be accurate. Check for misspelled donor names - a certain embarrassment. If you are uncertain about a name, don’t guess. Check it with the donor. Also carefully check the names of government agencies and foundations that gave you grants. The names people call these organizations in conversation are often short-hand for the full legal names that belong in your annual report.
- Emphasize a Call to Action
If you don't spell out in plain English not only what you want your reader to take away from your report - but also how to make a donation... you are seriously missing the boat. Never leave a potential supporter hanging, wondering how they can help you. Consider this - now that you've inspired them with your success stories and showed them how you are helping others in your community... "close them" by telling them how they can help you do more. How can they support you with their money or time? Do you offer planned giving options, for example? Will you accept gifts of stock? Can they use a credit card? Be clear about the best ways to help.
For more information on the type of reports you can generate with FAMCare - visit the real time reporting metrics page.
