For most of our association and non-profit clients, their annual report is their most valuable marketing initiative of the year. It serves not only as a statement of fiscal health but also as the culmination of a year’s worth of effort, investment, and achievement. Thoughtful design can transform this data into the multi-tasking tool your organization needs. Make your annual report as special as you know it is.
Define goals
What do you want your report to do? Spark membership renewal? Introduce your organization to a broader audience? Position it as a thought leader, or influence legislative agendas? Defining your organization’s niche in a crowded marketplace can help determine the content, structure, and presentation of your report.
Show Me The Money
Most public companies are required to provide their operational revenue and expenditures to shareholders; associations and nonprofits may not have to disclose this kind of data in their annual reports, but doing so may be beneficial. Financial transparency can build trust and inspire investment. If your organization is fortunate to be running a surplus, how does it plan to use those dollars? Sharing your future plans for expanding operations, benefiting communities, or making much-needed improvements to existing facilities, products, or services can energize existing members and intrigue potential ones.
Presentation
We’ve talked before about how digital adoption has influenced the delivery of messaging to customers and members. Early adopters were often perceived as being ‘cutting edge’—clearly advantageous in crowded fields. Technology, social media, and digital devices made electronic communications a cost-effective way to disseminate information; eliminating printing, paper, or postal costs was very attractive to budget-conscious organizations struggling to serve members.
Digital delivery remains a great option as part of an overall communications strategy, but as most organizations have fully embraced technology, the playing field has leveled again—leaving everyone to find some way to distinguish themselves from the rest of the pack. Now that our inboxes are crammed with competing messages 24/7, there are indicators that people want to be less connected electronically and more connected tangibly. For targeted, strategic communications, print now provides a ‘new again’ opportunity to stand out.
When you consider reintegrating print into your marketing initiatives, plan ahead—from the standpoint of both budget and design. Printing and writing paper costs have been rising and are forecast to increase further into 2019. This doesn’t mean you should forgo print, but you should be aware of the trend. It may be the perfect time to explore printing on atypical substrates, such as paperboard, newsprint, sustainable wood, or metal products for truly unique and memorable pieces. The key is to make your choices based on who your organization is and what it stands for, who your audience is, and what you’re trying to achieve with your report.
Ready to get the most from your annual report? Get in touch with Dever Designs to start the conversation.