For a lot of nonprofits, the annual report can feel like an administrative burden. Without knowing the true benefits of an annual report, so many nonprofits dread creating it over the year.
The truth is, the annual report is a strategic fundraising tool—it’s a report that can be reused and recycled for a variety of different campaign purposes. From creating social media content to using it at a gala, you can use your annual report for soliciting donations.
How to Use Your Annual Report for Soliciting Donations
Show lots of examples of impact
The annual report is a great place to show supporters how much impact you’ve made over the last year. By including testimonials, images, and videos of beneficiaries, supporters will be compelled to contribute to your work and progress.
Pro tip: One of the best ways to garner funds is to appeal to your supporters’ emotions. When selecting testimonials and media to include, try to choose content that will move your supporters.
Be transparent as possible
One of the most fundamental keys to successful fundraising is the ability to be transparent. Include accurate financial data, donor and staff information, and more. In doing so, supporters will be more inclined to trust your organization. With trust comes more donations.
Express needs and future goals
While it’s important to show progress over the year, it’s equally important to express future goals and areas of improvement. In the annual report, dedicate some space to forecasting the future—what will next year look like? What are your goals? Why?
When supporters finish reading your report, they should feel knowledgeable about the months to come. And, what your organization is planning to accomplish.
Inspire action
Nonprofits should also include material in their annual report that encourages readers to take action. Show readers exactly how their money is being spent, and express the need for help with future goals. In doing so, readers will be much more inclined to help.
Be user-friendly and interactive
Going digital with your annual report is incredibly effective. Instead of sending out paper, a digital report allows readers to directly interact with your work. Integrate clickable donate links, social media, and more. Readers will be much more engaged—and willing to donate—if the report is both user-friendly and interactive.