Never underestimate the purpose and power of your agency’s annual report! We know your organization is doing important work, and an annual report is a powerful tool. Why tackle developing an annual report? When done well, this report communicates impact, provides information on fiscal performance, and highlights donors.
Is your annual report missing the mark? Consider these 4 strategies before getting started this year.
Step 1: Communication and Key Messaging
You put a lot of time and resources into creating your annual report. Don’t stop there! Creating a clear and simple communication plan will help you get the most out of your report. Typically, an annual report includes key agency outcomes and financial reporting.
However, have you looked at your report as a fundraising piece to help build a case for support? Highlight data to showcase the community need your organization is addressing. Make your impact clear and get donors (both current and potential) excited about partnering with you.
Step 2: Strategy
We understand there is nothing simple about producing an annual report. However, one way to organize your process is utilizing a creative brief. This tool is a document used to outline the approach of producing an annual report. This document outlines the project details such as: the purpose, goals, requirements, messaging, demographics, and other essential information required for a successful annual report. Check out Kivi Miller and the Non-Profit Marketing Guide for a template for creating your brief, which will guide the overall annual report strategy.
Step 3: Execution
In order to move your report from a concept to mailboxes, you need collaboration and a team to execute! You will be asking agency staff to share stories, provide outcome data, and report on strategic initiatives. Ensure you have a plan and allow the time needed for collaboration with internal departments and external vendors. Here is a general timeline for production:
- Project Scope/ Outline – 1 Week
- Content Creation – 4-6 Weeks
- Design Phase – 3 Weeks
- Printing – 2 Weeks
- Mailing & Dissemination – 2 Weeks
Total Week Production Cycle= 12-14 Weeks
Step 4: Utilization
Finally, one of the most overlooked strategies is the utilization of your annual report. You invested resources in this tool, so use it! It is not just a report or newsletter. This is an active tool for your outreach efforts agency-wide all year long.
Consider these strategies when utilizing your report:
- Send the annual report to critical stakeholders in advance with a handwritten thank you note!
- Treat the annual report like an updated organizational brochure! Have internal departments use this tool to help acquire new clients, engage your volunteers, or assist your human resources department in recruiting new staff.
- Reuse the content! The stories and stats can all be scaled down and used again in email and social media channels.
- Highlight your corporate sponsorships and utilize this piece for awareness and recognition for key business partners.
For example, we are currently working with a client for the second year to develop their annual report. The report is a requirement of their funding partner. Last year the client wanted to ramp up their report and better utilize it to build their case and share their story of impact. Moving beyond compliance, their report is now a marketing piece to use year-round.
If you’re dreading your annual report process then let’s chat! Whether it’s data collection, writing the report, creating a communication plan, or your dissemination strategy, we would love to support your efforts and help you make the most of your annual report this year.