Annual reports are so much more than just a year in review for your organization. They’re a powerful tool that combines storytelling, successes, data, and strong calls to action to inspire people to support your cause if you’re a non-profit or back your business if you’re a for-profit organization. At Devaney & Associates, we believe an annual report should be a brand-building tool instead of a dry financial report that your audience will shelve and never read.
We have the honor of working with many diverse clients who allow us to go beyond the numbers to make their annual reports exceptional, and we’re here to walk you through three essentials to ensure your report is a standout success
Essential 1: Theme
All good annual reports are built around a solid theme. We suggest taking some time to sit back and reflect on all that you’ve accomplished this year and then think about what direction you want to go in next—this is a good place to start when beginning your brainstorming process.
Then, think about characteristics that are unique to your organization.
- What about your organization would make someone want to be a part of it?
- Are there specific stories from the year that you want to showcase?
- Is there a certain service line or program that you want to strengthen?
All of these questions can help you come up with a theme that fully encompasses your organization’s mission and culture, and ultimately highlights what makes your brand special.
Take a Deeper Look into Annual Report Themes with D&A
By starting with an intentional theme, we helped Carroll Hospital Foundation create an annual report that not only celebrated its 50th anniversary but also the donors, volunteers, clinicians, and patients who have shown their hearts of gold over half a century by caring for each other and building a first-class community hospital.
Check Out Carroll Hospital Foundation’s Latest Annual Report >
Essential 2: Storytelling
While facts and figures certainly bulk up any annual report, it’s the stories that go with them that truly make a difference. During the information-gathering stage, we often conduct interviews with staff, current donors, partners, volunteers, and community members to emphasize why the organization’s mission is so important to its community and how support of any kind can go a long way.
No one knows your brand better than the different people who make up your organization. Their stories are what captivate your audience and show your impact in action best.
Take a Deeper Look into Annual Report Storytelling with D&A
The Kahlert Foundation’s annual report is a bit different than your typical example. Unlike most organizations, the Foundation highlights the incredible work of its nonprofit partners and how it supports each nonprofit’s impact through grants. With the Foundation’s areas of focus being health care, education, veteran organizations, youth programs, and human services, we were able to help share a variety of stories, but every outstanding account of generosity is unified under one strong theme.
Essential 3: Brand Imagery & Design
In addition to capturing influential stories, we also encourage our clients to use custom photography throughout their annual reports whenever possible. It’s always best to display the real individuals whose experiences are shared within the pages of your report and the real ways your donors, sponsors, or stakeholders are making a difference—whether it’s a naming gift for a new building, funding state-of-the-art technology, building up an essential program, or giving an unrestricted gift that can be used towards any need within your organization.
Another important element for your annual report is a design that meshes well with your brand. The idea is to not only create something visually stunning but to design a report that emphasizes your established brand instead of working against it. From type treatments to color selections, you want your annual report to clearly demonstrate that it’s an extension of your brand—from cover to back and every story in between.
Take a Deeper Look into Annual Report Design with D&A
Leadership Maryland’s annual report also serves as a yearbook for the statewide leadership program’s class members. Our design team works closely with the organization to create a beautiful, one-of-a-kind look that still stays true to Leadership Maryland’s branding.