Though the process of planning and executing the annual report can be tiresome, the benefits can really pay off. Sure, a nonprofit annual report is usually something that nonprofits are more or less required to do. But, they can also be a wealth of marketing material.
Instead of creating your annual report and just posting it on your website (which, let’s be honest—is anyone looking at it?), use your report as a marketing silver bullet. From using it to create stellar social media content and newsletter material to using it in a thought leadership article, the annual report is a nonprofit’s dream marketing tool.
5 Reasons Why Your Annual Report is Your Best Marketing Tool
It can be repurposed
Because the annual report hosts so much information about your nonprofit, it’s easily recyclable. Meaning, that your annual report can be parsed apart to create an impact report, a mid-year review, or even a blog post. Instead of dedicating time and resources to creating all of that content from scratch, the annual report is the ideal place to mine for compelling content.
And, because nonprofits usually have limited budgets, it’s important to utilize the content for a myriad of purposes so you get the most out of your investment.
It gives your organization credibility
Much like in for-profit work, businesses rely on social proof to attract new customers. Social proof can take the form of reviews, testimonials, or recommendations that assure customers that the product they are about to buy is worth their money. In essence, social proof offers credibility.
For nonprofit organizations, social proof can take the form of donor transparency, beneficiary testimonials, and staff photos and contact information. An annual report that includes all of these elements is a one-stop shop for credibility.
It tells a story
Successful marketing tells a story. When readers interact with your content, they should be able to understand your mission, goals, and values. And, they should understand both your past impact and your future objectives.
An annual report tells the story of your organization in a succinct, compelling way. It gives supporters an inside glimpse into who you are and why you’re passionate about what you do.
It inspires action and evokes emotion
Good marketing content makes audiences feel something. A well-designed annual report—packed with photos, videos, and more—can pull at supporters’ heartstrings and inspire them to take action. For most nonprofits, encouraging supporters to contribute is the goal, so, an annual report is a perfect tool for tapping into their feelings.
It targets all readers
Lastly, one of the reasons why your annual report is such a strategic marketing tool is that it’s geared toward a variety of audiences. Whether your readers are board members or volunteers, anyone can (or should be able to) find information that speaks to them and their connection with your work.