So much of the content that a nonprofit produces should aim to inspire its supporters—donors, partners, and stakeholders—to take action. An annual report should be no different.
From inspiring your supporters to donate, volunteer, or even attend an event, your annual report is the perfect opportunity to encourage your communities to take action. With the right language, visuals, and incentives, your annual report will be a great tool for enlisting more help.
1. Give thanks
When writing your annual report, prioritize thanking your donors and supporters. Include pictures of them, their names, and what their contributions accomplished. This will encourage your repeat donors to continue giving. And, it will entice new donors to start—a little acknowledgment goes a long way!
2. Emphasize the need
Though your annual report might include details about all the progress you’ve made, it’s crucial to also emphasize what future work needs to be done. Explain what future obstacles you intend to face and why their support is necessary now more than ever. Supporters need to know that their contributions are essential, in the past and in the future.
3. Focus on incentives
One of the best ways to galvanize supporters is to tap into what motivates them. For volunteers, attending events or helping with fundraisers might be a wonderful networking opportunity, or a great addition to their resumes. Once you tap into the incentives of your audience, be sure to mention them in your annual report.
4. Show don’t tell
While writing can be compelling, visual elements like photos and videos are usually best at portraying impact and need. Try and incorporate as many visual elements as possible to make readers feel more connected with your work. Include photos of real impact, and real people—evidence of donor dollars at work.
5. Get emotional
While every nonprofit has its own voice, tone, and style, it’s key to keep in mind how motivating emotional testimonials and stories can be. Pulling on readers’ heartstrings may lead to a few more donations, or hours volunteering