What Donors Are Looking for in an Annual Report

When considering what to include in an annual report, nonprofits often prioritize the perspectives of leadership and board members. I encourage organizations to reframe that process by putting your donors first and keeping their needs in mind when deciding what to include.

An effective annual report should build trust and help supporters see how their generosity helped move your mission forward. They might not necessarily care about seeing their name listed in tiny print—with hundreds of others.

Here are a few things your donors are looking for when they open up an annual report:

The People You Serve

Showing the human side of your work allows donors to connect with your work on a personal level. Consider interviewing a family who was impacted by your organization. It doesn’t have to be long or involved, but the more of your community you can bring into the report, the better. Quotes, photos, and testimonials are all great ways to share that impact.

Transparency and Honesty

Your annual report doesn’t have to make you look perfect. In fact, acknowledging challenges, sharing lessons learned, and being realistic about future needs will show how truly thoughtful and trustworthy your organization is.

Evidence Their Support Mattered

Donors give because they love your organization and the work you do. Make them proud! Share meaningful data and stories that demonstrate how your work creates change in the community you serve. Use numbers to show impact and growth over previous years.

Good Design Helps Donors Engage

Most donors don’t read every word in your report from front to back. They are scanning it. Make it easy for them by being thoughtful about the design of the report. Well-designed reports lead readers to the key points while still offering detail for those who want it. Clear hierarchy, concise copy, and thoughtful highlighting and callouts help with this.

A Sense of Momentum

Finally, donors are looking to see where the organization is headed in the future. What’s coming up in the next year that the organization is excited for? Is a new strategic plan in the works? Let donors know you are excited and invested in the next chapter, and invite them to remain part of that journey.

Final Point: Annual Reports Make Your Donors Feel Connected

A well-made annual report helps supporters feel informed, appreciated, and connected to your mission. These reports are detailed and thoughtful love letters to your community, helping people feel connected to the work you are doing and inspired to continue their support.

If your organization is starting an annual report and looking for guidance on how to present your story clearly and effectively, an early conversation can help set the project up for success.