Annual reports are all about how you tell your story, show impact and thank donors. So how do you do that?
This report is for Surrey. Surrey provides services to seniors in Delaware County, PA. In 2021, Surrey made some changes due to the ongoing pandemic. The organization curtailed in-person programming. Virtual programming replaced it. Despite this, relationships flourished.
It’s About Relationships
The report showcases these relationships. Large photos, brief text and data points show impact. For example, the text on a page about Engagement + Purpose is a direct quote from a volunteer. Her own words are followed by a statistic: “Volunteers Donated 15,669 Hours of Service.” Readers are also prompted to hear more by visiting Surrey’s YouTube channel.
Other pages also focus on human interest. Without much text, the report is clear about Surrey’s main focus areas. They are: Health + Wellness, Engagement + Purpose, Innovation + Leadership and Support + Assistance.
A page about programs provides specifics from each Surrey center. But it also includes a large pull quote that reinforces the relationships theme. “Zoom programs have created new communities at Surrey, freed from traditional geographic boundaries that tied people to a single center.”
Relationships with donors are certainly very important; the report includes a donor spotlight. Quotes from grateful Surrey participants appear throughout the donor list.
When telling your stories, keep in mind all of your audiences. Identify key messages. Whenever possible, use large pictures. Make sure that the organization’s personality comes through on the pages. And be open minded during the creative process.