A Blueprint for Your 2020 Annual Report
There’s busy, and then there’s “I’m a leader/communicator during a global pandemic” busy. And boy, is that second option a doozy. The good news is, there are smart, strategic ways to cut down on your workload, while still accomplishing your goals. Today, we’re sharing one way to do so: presenting a shorter annual report.
Choosing the Right Format for You
Fact: right now, our attention spans are shorter. Studies also show that supporters, especially donors and foundation funders, are looking for five critical things in a nonprofit’s annual report: mission, data, focus, stories and impact.
By creating a shorter annual report, you can communicate about all of these priorities with your most important stakeholders, while saving your team time, effort and money.
Don’t believe me? Today, I’m going to be sharing an (only four-page!) annual report we love from the Hope Center at Pullen, an organization in North Carolina that works with youth aging out of foster care. (Our Founder Katie serves on the board of the Hope Center, so this one is close to our heart.)
We’re pointing out specific things we love about it and how you can use this as an example for your own work.
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Introduce Your Target Audiences to Those Your Serve
Research shows that funders want to “meet” the children and families they are supporting. Seeing a picture of a real child, teenager or family is more powerful than seeing a large group of children.
The Hope Center included personal quotes, client pictures and names to successfully introduce its target audience to its clients. Consider using testimonials, images, or even a short story (no more than a paragraph!) in your report.
Show Your Impact
Supporters want to know that what you’re doing is working—without slogging through pages of data. Consider creating easy-to-read charts and graphs that your audience can glance at to see your work’s impact!
For example, we love that in addition to financial data, the Hope Center shared its impact through comparisons. These numbers back up the mission in a powerful way.
Explain How You’ve Pivoted
Over the past year, you’ve had to pivot once, pivot twice and pivot again. You’ve had to change your plans so often you’ve wondered if you’re a leader or a ballerina. Show your audiences exactly how you’ve done it! It’s more important than ever to explain why your mission remains critical to those you serve. The Hope Center did this simply and with impact by explaining how its team adapted during the pandemic—while showing that its core services stayed the same.
Share What Supporters Have to Say
People believe and trust in other people. When you share what others have to say about your work, it offers third party validation for your mission and impact. The Hope Center shared this impressive endorsement from North Carolina’s first lady!
Consider who you can ask for quotes and testimonials, from important partners to donors themselves. I often offer to draft the quote myself and then share it with the supporter for updates/edits. It saves them time, makes you easy to work with AND allows you to focus on the most important parts of your work!
Have Fun with the Design
A shorter report means you can be more creative with the design! The Hope Center’s printed report is in the shape of a client’s house that “opens up.” Not only does it grab its audiences’ attention, it also reminds them of the center’s mission—safe and stable housing for youth aging out of the foster care system.
2021 is a year we get to do it differently--so take a final ballerina twirl, put your creative hat on and make something amazing! (And share it with us when you do.)
