Nonprofit Annual Report Introductions: Why They’re Important and How to Write One

Writing an annual report for your nonprofit? Chances are, you’re wondering about the annual report introduction or opening message. What is it and why is it important? Who writes it and how?

In this blog post, we’ll answer all these questions, and more!

What is a nonprofit annual report introduction?

The introduction of a nonprofit annual report is usually in the shape of a message or letter from leadership. Like the preface or author’s note of a book, the beginning message invites readers into your report. Usually, it addresses the audience (“Hi friends,” “Dear community,” etc.). And, it provides a brief overview of the year. It gives readers a quick snapshot of the annual report and why the highlights they’re about to read are important.

Why is an introduction important?

An introductory letter, like a book preface, helps introduce the reader to the project. It helps to set the tone for the rest of the content. But, there are several other benefits to nailing it.

A great introduction helps readers to:

Feel focused on the material: If the letter is well written, readers will finish and feel that they know exactly what is to come in the upcoming pages. This will help them stay focused on the material and engaged.

Connect with the mission and values: Usually, these letters mention the organization’s mission and values, and how they played a part in their year. In doing so, readers will be reminded of why they support your mission or should begin to.

Understand the theme: As we’ve discussed in previous blog posts, a theme is crucial to your annual report. The letter of introduction is the perfect place to harp on that theme, explicitly or not.

Feel inspired: One of the most important parts of any introductory leadership letter is the chance to inspire readers. A well-written introduction will touch readers emotionally, make them think, and inspire them.

In all, a great annual report introduction encourages your audience to continue reading. And, to get excited about what’s to come in the following pages.

Who should the introduction be from?

Every organization’s leadership is different. Depending on the leadership at your charity, the author of this letter might vary. Some letters come from an executive board member or the Founder. Or it might come from another senior staff member like the Managing Director of Stewardship.

Though this letter can be from anyone important in the organization, it’s wise to select someone that’s recognizable to author it. Choose a public-facing member of your staff and tied to the brand. Readers will want to feel a familiarity with the author, not be confused about who they are.

Now that we’ve covered what an introductory letter is and why it’s important, let’s dive into creating one.

What to include in the nonprofit annual report introduction

Because an introductory letter shouldn’t be too long, it’s important to decide what’s crucial to include and what’s not.

Consider the theme of your report, the major stakeholders of the year, who your audience is, and what you’ve accomplished. This will help set the tone and provide a framework for the letter.

While every letter is different, each should follow a pretty basic structure:

1. Intro: A friendly greeting. Examples: “Dear readers,” “Hello community,” “Dear friends.”

2. Paragraph 1: Show awareness. Consider mentioning what kind of hurdles you (and everyone) faced this year—was there a recession? A pandemic? How did that impact your work?

3, Paragraph 2: Provide updates. Mention, briefly, what your biggest accomplishments were, and where you struggled.

4. Paragraph 3: Give thanks. In the last paragraph, focus on the help of your stakeholders, and how meaningful their support is and was.

5. Sign off: Name and signature (with job title)

Now that you have the structure, let’s get into writing.

How to write an annual report introduction that inspires

Anyone can write a letter of introduction. But, it‘s hard to write one that actually moves readers, inspires them, and keeps them connected to your mission. To do that, follow these tips:

Keep it succinct and short: Your letter of introduction should only take up the first page. Anything over that is a bit too much. Readers unfortunately don’t have long attention spans. Because of that, they will most likely be scanning your content. That’s why you’ll need to ensure your writing is short, sweet, and without jargon.

Prioritize transparency: Being honest and candid with supporters is one of the most fundamental rules for donor retention. In your letter of introduction, speak to the reader like a trusted friend. Share both the pitfalls and successes of the year. The more authentic you can be, the better.

Make it inviting and exciting: Of course, no one wants to read a dull, boring letter (or any text for that matter). While the intro letter is often serious in nature, don’t be afraid to inject your unique tone and style (if appropriate).

Focus on the high-level: In the essence of keeping things short and sweet, be sure that your details about the year don’t become too granular. In the intro letter, make sure all the information provides the audience with an overview of the year. They’ll have to keep reading the annual report to find out more details.

Hone in on the theme of the year: If your annual report theme is, “empathy,” for example, be sure to structure your content around that idea. Consider how you and your team implemented empathy in your initiatives and impact. Or, how empathy helped inform your board meetings and volunteer outreach strategy.