The annual report as a communication tool

All nonprofit organizations that are

part of Darujme.cz are required to publish an annual report on their activities and finances so that donors can find out how their donations were used.

This

document has changed over time, though, and no longer has to be just a complicated list of activities, a profit and loss statement and a cumbersome overview of figures. If you bring in some creativity and imagination, you can turn your annual report into a practical marketing tool for the general public and experts alike – one that will help you win donors, volunteers and partners.

How to write an annual report differently?

Your annual report should not only sum up your current activities, but also give your readers and potential donors a complete picture of your organization and where it is heading.

Grab attention with visuals

Annual reports can come in

many forms and formats

. It doesn't have to be a lengthy tome – a few pages are enough. But the design should always, above all, engage the reader and motivate donors. Many organizations opt for an online presentation on their website only and don't print the document at all. You can also produce your annual report in video format or as a presentation.

Try to get as close to your audience as possible. The text should be easy to read and understand, complemented by

professional photographs

. These should show, above all, how you help – not the members of your board. Donors expect stories from you, and photographs are a great way to tell them.

Explain the data

An essential part of an annual report is information about your sources of funding, especially the donations, subsidies and grants you received and what they were used for. For many donors, however, the financial statements make for boring reading that they don't have time for. Make it easier for them! Add explanatory captions to the figures or turn some of the data into infographics.

An infographic

grabs attention, and readers are more likely to remember the figures.

Give your statistics and the summary of your work

a human face

. Show the specific individuals you have helped or share a volunteer's story. Before publishing your annual report, always double-check that all the information in it is correct, especially the list of your donors.

Plans for the future

Your donors want to know how you did. But it's also important to explain why you decided to invest money and time in this particular way and what impact it had. Always present your achievements in relation to

the organization's long-term goals and mission

.

Once you have inspired readers with your successes and results in the annual report, show them how they can continue to help your organization. Tell them about the events you're planning and the ways to donate, and ask them to get involved.

You can find inspiration in these annual reports:

Via Foundation or Bezobalu.