The Association of Development Officers (ADO) serving the Hudson Valley Region

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PUBLIC RELATIONS, BRANDING, MARKETING, VOLUNTEERS
TEN TIPS FOR CREATING ANNUAL REPORTS THAT WORK ALL YEAR LONG
By Elaine Fogel

What does your organization’s annual report say about your nonprofit’s programs and mission?Although developing and producing an annual report may seem to be a chore, the publication canbe so much more than just a financial or accountability tool. It also makes a valuablemarketing piece to include in packets for major and planned-giving donors, foundation and grantapplications and media kits. A professionally produced report is also very beneficial in attractingcorporate sponsors and partners who want to connect their brand names with organizations thathave some level of sophistication. Here are 10 tips that can help you get startedon your next annual report:

1. Tell stories that show how you lived your mission.

People like to read stories. Short, feel-good stories can tell more about what you do than many other ways to get your message out there.

2. Use photo treatment to accompany those stories.

A great picture can jump off the page and capture a reader’s attention, especially if it is up close and evokes emotion. Your annual report isn’t the place to use the shots that staff or volunteers have taken, unless they are professional photographers or take professional-quality photos. It is worth investing in a photo shoot or finding a professional photographer to donate his or her time.

3. Avoid clip art.

Unless your mission focuses on children or animals, do not use clip art. Even then use it

sparingly. Clip art can cheapen the look of your annual report.

4. Talk to an external audience.

Try to avoid using jargon, acronyms and accomplishments that may bore outsiders. Many of your readers may not know as much about your organization as you wished they did. This is an opportunity to enlighten and excite them about your mission.

5. Include a brief financial statement or pie chart.

Show supporters where your revenue goes. Typical annual report readers may not be interested in more than a graphic representation of your organization’s financial health. If they are interested in more detail, make your Form 990 (for U.S. organizations) or audited financial statement (in Canada) available on your website on the same page as the PDF of your annual report.

6. Check your thank-you lists for accuracy—more than once.

If supporters specify how they want their names to appear, honor those wishes. Check that all

titles and credentials are correct. Using “Mr.” or “Mrs.” as titles for all names can be burdensome and very formal, however. First and last names suffice, unless, of course, you have received a specific request. If the annual report includes company names, it is best to ask how those names should appear when you first establish the relationship, so the database reflects them accurately. If you did not receive any direction and your print deadline is looming, check the companies’ print

ads or websites to locate their official corporate names. Online, these are usually located in the “About Us” section.

7. Do not forget white space in the design.

If you cram the pages with too much content, it can turn off your audience and you will lose their interest.

8. Do not place bilingual copy on the same page.

Annual reports that come in two languages should have separate copy. Romance languages, in particular, run longer than English does, so the translated copy will not fill the same amount of space. In addition, it is difficult for readers’ eyes to jump around the page trying to find their language of choice. As an alternative, print the annual report with one language on one side of the center saddle stitch, and the other language on the other, facing the other way. This way, readers cannot view one language as predominant over the other (especially valuable in Canada where there are two official languages). Another cost-effective option is to print the annual report n the language for which the demand is greatest, and make the alternate language version available in PDF format on the website and by email.

9. Use professionals whenever possible.

If the slogan “Image is Everything” holds true, a poorly designed or unprofessional annual report will say volumes to prospective and current supporters about your organization.

10. Print the report in color whenever possible.

With print technology advancing in the past few years, four-color printing is often no more expensive than twocolor. Your photos and images will come alive, and color helps reinforce your brand identity with greater impact. An annual report may be time-intensive to create and

produce, but can be an extremely valuable marketing tool for your organization to use throughout the year. Done well, it can give your nonprofit credibility and a professional appeal while sending a message that its mission is worth supporting.

Elaine Fogel is president and CMO of Solutions Marketing & Consulting LLC in Scottsdale, Ariz.; an author and speaker on nonprofit marketing, branding and customer service; communications chair of the AFP Greater Arizona Chapter; and a member of the AFP communications and marketing committee.