Your annual report can be your strongest fundraising tool 

Let’s be honest: for many nonprofit leaders, the annual report feels like a chore. A box to check. A stack of numbers and lists of accomplishments that someone might skim through before tossing aside. 

But what if it didn’t have to be that way? 

Your annual report doesn’t have to be long, dry, stuffed with lists and numbers, or relegated to an annual publication that collects dust after the initial skimming. Your annual report can be a catalyst for deeper engagement, stronger donor relationships, and even more funding that fuels your mission all year long. It can be a powerful fundraising and engagement tool. 

That’s exactly how the annual report is used by forward-thinking nonprofits. They’re transforming their annual reports into story-driven, gratitude-packed impact reports celebrating the nonprofit’s community.  

Reimagining your annual report 

For years, annual reports have been treated as formal compliance documents dense with financials, packed with statistics and donor lists, and often lack an emotional connection. 

But donors don’t give because of spreadsheets, numbers and lists. People give because of stories that share the impact their engagement has on your organization and the community you serve. 

That’s why many organizations are shifting away from traditional, 30-page PDFs filled with jargon and pivoting to gratitude and impact reports. Nonprofits are shifting focus on thanking donors, telling compelling stories, and demonstrating real-world change. 

A reimagined annual report: 

• Recognizes donors and funders by showing appreciation for their contributions. 
• Uses storytelling to make your impact relatable and compelling. 
• Incorporates visuals and infographics to make data easy to digest. 
• Is designed for multi-channel distribution, making it accessible and shareable. 

The secret to an engaging, donor-centric report 

If you want your annual report to drive donor engagement, your donors need to feel seen, heard, and understood. This donor-centric approach reads more like a personal letter of appreciation rather than a corporate document. 

That means your report: 

1. Leads with gratitude 
2. Shares personal stories  
3. Includes visuals and graphs 
4. Formats for multi-channel distribution 

Your annual report as a year-round fundraising tool 

Once your visually appealing, story-packed celebration of the transformative work happening in your community has been created, the last thing you want is for all your hard work to go unnoticed.  

You’ve highlighted the commitment and collaboration of board members, donors, volunteers, leadership, staff, and program participants — don’t let that document become a dust collector. We’ve put together a comprehensive guide that shows you how to repurpose your impact report year-round. Download “The nonprofit annual report, reimagined” guide today! 

About the author

Janet Cobb has worked in the nonprofit arena her entire career. And since becoming a consultant about a decade ago, she’s worked with about 800 small to mid-size organizations to help them do more good.