Every nonprofit is different. So, every annual report is different. From religious organizations to educational foundations, we’re unpacking some of the most common annual report mistakes that many nonprofits make.
1. Dense text in the annual report
An annual report is designed to capture an entire year’s worth of progress. Because of that, nonprofits can feel the pressure to include every single piece of information from the last 12 months. While being transparent is crucial, nonprofits often make the mistake of including *too* much. In doing so, they sacrifice readability. When the material included is too dense, or too long, the annual report can feel onerous. It starts to read like a boring, dry textbook—who wants that?
The annual report should be crafted in a readable, scannable way so that any stakeholder can open it and read it with ease. So, instead of writing paragraphs about your organization’s accomplishments, consider using bullet points, charts, or even pull quotes. When it comes to the annual report, less is more.
2. Lack of photos or video in the annual report
Historically, annual reports have been text-heavy (hence the tendency to “tell” not “show”). While written material can be compelling—especially if done well—little can replace the power of visual elements. In this case, photos and videos. Carefully selected graphic elements—like pictures of beneficiaries or volunteers—can significantly increase donations. When nonprofits leave out high-quality photos and videos, they’re missing the potential to garner new donations.
3. Poor annual report design
The design quality of your annual report can feel like a secondary priority (or perhaps not a priority at all). However, it’s important for nonprofits to realize that their annual report is a crucial marketing tool. And, part of successful marketing is the look and “feel” or any given asset.
Sure, your annual report can be created in Canva or through Adobe (or some other design software). But, these apps can often be difficult to use and are incompatible with certain platforms and integrations. And, their design capabilities are often limited.
By investing in Yearly, nonprofits get all the design without any of the hassle.
4. Not seeing the potential in the annual report
One of the biggest mistakes that organizations make is assuming that the annual report is only a task on the “to-do list.”
In reality, a well-designed, easy-to-read annual report can be so much more. It can be recycled as newsletter or blog content, or as a fresh way to entice donors. When you invest in your annual report, you invest in a long-term marketing.