Level Up Your Annual Report With Storytelling
By Rachel Henry
An annual report is used to tell the public about an organization’s financial and operational activities over the past year. Stakeholders and supporters can use this report to determine your organization’s overall performance and make investment decisions. But more than that, an annual report gives you the opportunity to increase your reputation, build brand loyalty, and broaden your reach.
An impactful and inspiring annual report can help you communicate important points about your organization. Instead of walls of text and generic writing that states dry facts, you can use storytelling to showcase your organization’s impact while showing your supporters—both current and prospective—why they should care.
An impactful and inspiring annual report can help you communicate important points about your organization. Instead of walls of text and generic writing that states dry facts, you can use storytelling to showcase your organization’s impact while showing your supporters—both current and prospective—why they should care.
Why storytelling matters
Using the art of storytelling to share your organization’s goals and accomplishments can get readers excited about your cause. You can stand out while presenting the facts in a way that resonates and motivates them to take action in support of your mission.
- Attract donors, patrons, and partners: When you paint the picture of your organization, you help the audience see the world through your eyes.
- Build trust and loyalty: By grounding your report in data, you build trust with your audience. Be open and honest about the work you’re doing in your community, where your organization’s money is being spent, and how you’re creating results that further your mission.
- Advocate for your cause: Use your annual report to champion your cause and garner public support. Remember that emotion gives your story power, so humanize those impacted by your organization in a vivid way.
3 tips to write an impactful and inspiring annual report
1. Know your audience and what matters to them
It's no surprise that people support the causes and communities that matter most to them. To earn their empathy (and their donations), you have to understand their motivations. Learn what drives your donors to give. Knowing this will help you share relevant information, and rally others around your shared cause. Remember, people want to feel a sense of community and purpose, so include donors, patrons, and partners in your storytelling. Use this opportunity to put a face to the people who power your organization.
2. Get clear on your vision, mission, and values
If your organization had a brand personality, it would be shaped by your vision, mission, and values. Just like the personality of an individual, these traits create your public image and attract supporters. Be intentional with what you’re sharing with your audience, and communicate your vision, mission, and values clearly and consistently.
3. Use the right format
Whether your report is in print, digital, or an interactive format, make sure you’re sharing it in the way that’s going to engage with readers the most. Video is succinct and an easy way to show highlights, whereas print is the most user friendly. Consider who your audience is and what will have the most impact. And remember accessibility is everything!
It's no surprise that people support the causes and communities that matter most to them. To earn their empathy (and their donations), you have to understand their motivations. Learn what drives your donors to give. Knowing this will help you share relevant information, and rally others around your shared cause. Remember, people want to feel a sense of community and purpose, so include donors, patrons, and partners in your storytelling. Use this opportunity to put a face to the people who power your organization.
2. Get clear on your vision, mission, and values
If your organization had a brand personality, it would be shaped by your vision, mission, and values. Just like the personality of an individual, these traits create your public image and attract supporters. Be intentional with what you’re sharing with your audience, and communicate your vision, mission, and values clearly and consistently.
3. Use the right format
Whether your report is in print, digital, or an interactive format, make sure you’re sharing it in the way that’s going to engage with readers the most. Video is succinct and an easy way to show highlights, whereas print is the most user friendly. Consider who your audience is and what will have the most impact. And remember accessibility is everything!
Find your story
Before you start writing your annual report, get clear about the story you want to tell about your organization. Start by taking a look at your data and finding a theme or narrative that can anchor your story. Focus on your impact by making big, bold claims, then backing them up with relevant facts, statistics, and infographics.
From there, flesh out your story by interviewing community members who are familiar with your organization. Give a platform to let your community rave about the good work you do, and include quotes and stories from their perspective.
Don’t forget to hint at what’s to come! Build excitement for a new strategic plan or an upcoming fundraising campaign, and include ways to get involved. Always end with a call to action so your readers know what they can do right now to support your organization.
From there, flesh out your story by interviewing community members who are familiar with your organization. Give a platform to let your community rave about the good work you do, and include quotes and stories from their perspective.
Don’t forget to hint at what’s to come! Build excitement for a new strategic plan or an upcoming fundraising campaign, and include ways to get involved. Always end with a call to action so your readers know what they can do right now to support your organization.
Tell a powerful story in your annual report
Writing an annual report that draws readers in doesn’t have to be a challenge! Perch focuses on storytelling to help you share your organization’s message in an authentic and exciting way, while humanizing the numbers and facts of your report. Contact Perch to write your annual report today.
