Okay, I have to confess that I am guilty of writing ‘nonprofit-centric’ annual reports. They are wonderful glossy affairs which describe our programs and achievements at length; however, they are also:
1) Self-congratulating
2) Organization (and not donor) focused
3) Extremely boring
BUT – Not this year! This year I am determined to produce an annual report that not only hits the high points and skims over the lengthy blocks of text which no one reads, but is also donor-focused and filled with gratitude over what we have helped our donors accomplish (do you see the distinction?).
Sara Kite, our vp of development recently forwarded me this wonderful article by Tom Ahern about donor-friendly annual report models (I think she was trying to tell me something ;) and I have been duly inspired. Takeaway - Boring and risk-free does not work in marketing. Ever.
Take a look for yourself:
B4 u do yr annual report
Issue 9.5: Repeat after me: "I am a marketer!" And consider a few donor-friendly models, for inspiration.
Annual reports.
So many trees felled for pages. So few donors who care.
So, before you clear-cut another acre of old-growth forest, take time to sit with some annual reports that did a good job, an effective job, a persuasive job, in my opinion, of showing donors that the charity they've supported was worth the gift.
1) Self-congratulating
2) Organization (and not donor) focused
3) Extremely boring
BUT – Not this year! This year I am determined to produce an annual report that not only hits the high points and skims over the lengthy blocks of text which no one reads, but is also donor-focused and filled with gratitude over what we have helped our donors accomplish (do you see the distinction?).
Sara Kite, our vp of development recently forwarded me this wonderful article by Tom Ahern about donor-friendly annual report models (I think she was trying to tell me something ;) and I have been duly inspired. Takeaway - Boring and risk-free does not work in marketing. Ever.
Take a look for yourself:
B4 u do yr annual report
Issue 9.5: Repeat after me: "I am a marketer!" And consider a few donor-friendly models, for inspiration.
Annual reports.
So many trees felled for pages. So few donors who care.
So, before you clear-cut another acre of old-growth forest, take time to sit with some annual reports that did a good job, an effective job, a persuasive job, in my opinion, of showing donors that the charity they've supported was worth the gift.
- Redwood 2010 AR. (domestic violence and recovery)
- Fairfield County (CT) Community Fndt AR
- United Way Pickens County (SC) AR 2010
- Interval House 2009 "Gratitude Report"
Let's talk.
What I am about to tell you could scramble your self-image like breakfast. But, here it is, without a euphemistic bone in its body:
You, Mr. and Ms. Fundraiser ... you are what we call a marketer, professionally speaking. And that's when you're thinking strategically. When you're behaving tactically (making the phone call, sending the appeal), you're what we call a salesperson.
Technically. Dictionary definition.
"Me? Sales? I think not, my good man. My title is Director of Advancement." Like General George S. Patton during WWII?
Look, no matter what title drapes you, the fact of the matter is, you are engaged in marketing -- and its subset, sales.
And, frankly, lucky you! Because marketing (subset: sales) is a exhaustively- researched field and richly supports untold global industries. When you understand the principles and science of marketing, you will do very, very well in fundraising. And if you don't understand them? Good luck.
Let's get back to your annual report.
What is the function of a charity's annual report? Well, from a marketing standpoint, its chief function is this: to show (not tell; long prose mostly won't get read) your investors (i.e., your donors) how much they (not you) have accomplished during the past year, by trusting you with their support.
Click here to read the full article.
Katy Spicer
Associate Director of Marketing
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