Donor Loyalty & Retention

The best annual reports effectively communicate information regarding the previous year in hopes of building accountability and trustworthiness with their audience.

In order to do this, organizations must use their annual reports for more than just a recap of the year’s biggest events and fundraising campaigns. Nonprofits should use annual reports to share their accomplishments, thank donors for their contributions, give viewers an intimate look into their organization and the impact they’re making, and generally reiterate why the cause is worthy of support.

Share your nonprofit’s accomplishments

Thank your donors for their contributions

Give donors an intimate look inside your organization & the impact they’ve made.

Reiterate why your cause is worthy of support.

Donor Prospecting & Acquisition

While your annual report is a tool that can be used to cultivate better relationships with existing donors and encourage others to support your cause, you can also use the information from other nonprofit reports to fuel your prospect research.

For example, let’s say that your nonprofit helps feed hungry children. If a local hospital highlighted a major donor in their annual report who contributed to the hospital’s pediatric intensive care unit, your organization might want to target that person as a potential major donor. Prospect research professionals can find a wealth of ideal prospects for your nonprofit just by looking at the annual reports of similar organizations.

How to Create a Basic Outline
for Your Annual Report

Now that you understand the importance of publishing an annual report, it’s time to sit down and write it! Let’s take a look at what should be included and build an initial outline. Click on the link below to learn what 6 main elements should be included in any annual report, no matter the size.

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