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Auctria Annual Report Webinar

Auctria
December 06, 2023

Auctria Annual Report Webinar

But what if, instead, your Annual Report could be a celebration of the good work your supporters’ gifts had made possible?

Why are nonprofit Annual Reports so bad?

What if, instead, your organization's Annual Report could be a celebration of the good work your supporters’ gifts had made possible?

What if your Annual Report became a document that your donors loved to receive and read?

And what if your nonprofit Annual Report Actually Raised Money?

Pamela Grow will put a whole new spin on annual reports in Creating Your Revenue Generating Nonprofit Annual Report. Join this fun session to discover how your organization’s annual report can be one of your most valuable communications tools. You emerge from this webinar with clarity about your annual report, examples, and a checklist to manage your next report.

Auctria

December 06, 2023
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Transcript

  1. Creating Your
    Nonprofit’s
    Revenue
    Generating
    Annual Report

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  2. Founder of Basics & More
    Fundraising Training and Co-
    Founder of Veritus Group Academy
    Host of MotivateMonday Weekly
    Micro-Lesson Webinars
    Consultant & Copywriter
    Author of Simple Development
    Systems: Successful Fundraising for
    the One-Person Shop

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  3. Fundraising Training that works for your busy schedule

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  4. thefundraisingcalendar.com

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  5. Snapshots Of Me…

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  6. Why Are So Many Annual
    Reports So Bad?

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  7. What If, Instead, Your
    Annual Report Could Be A
    Celebration Of The Good
    Work Your Supporters’ Gifts
    Made Possible?

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  8. What If Your Annual Report
    Became A Document That
    Your Donors Loved To
    Receive And Read?

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  9. What If Your
    Nonprofit Annual
    Report Actually
    Raised Money?

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  10. In Today’s Webinar, You’ll
    Discover:
    The strategic role of your Annual Report
    Who to include in the planning process: deciding on
    your project team
    Developing your best theme
    Stories vs statistics
    Interviewing for your Annual Report
    Graphics and the design process
    Print or online, which is better?
    Resources

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  11. And How To Use Your
    Annual Report To
    Generate Revenue

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  12. EXAMPLES
    You’ll Also Get Plenty Of

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  13. The Strategic Role
    of Your Annual
    Report
    01

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  14. Photo by Tingey Injury Law Firm on Unsplash

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  15. Who wants to
    read a 990?
    YOUR PHOTO HERE
    530px x 750px

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  16. Systems
    4
    Report 3 Thank
    1
    Story 2
    Ask
    Source: Simple Development Systems
    Donor Feedback
    & Engagement

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  17. “The annual report is always the most important
    stand-alone communications vehicle of the year. It is
    our signature piece… Our take home message is
    basically the same: Conservation is an urgent cause.
    The challenges are enormous, yet WWF is making
    significant headway with the help of its supporters.”
    KATHRYN FULLER, PRESIDENT AND CHIEF EXECUTIVE OFFICER OF WORLD WILDLIFE FUND
    Publishing the Nonprofit Annual Report: Tips, Traps, and Tricks of the Trade. Caroline Taylor. Wiley Publishing.

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  18. REMEMBER:
    That is what your supporters need to
    hear from you…
    That you could not do this
    work without their support.

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  19. The Challenges:
    A change in systems resulted in
    very few reliable reporting
    outcomes
    The organization had undergone
    a name change and rebranding
    in the preceding year
    I had two weeks to write — and
    design — the report

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  20. The Result:
    Put the focus on our supporters.
    Our theme: “The Difference is You."
    Featured direct quotes from
    individual, foundation funders,
    and government agencies
    Positive feedback from funders
    and donors
    Raised money (without an ask)

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  21. Start by Putting Together Your
    Team…
    The Creator/Writer (Project Lead)
    Your CEO/ED/Board President
    Content Experts
    Your Designer

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  22. Steer Clear Of The
    Traditional Snore-
    Inducing “Letter
    From The Executive
    Director”

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  23. Silent Springs Institute
    2022 Impact Report.
    Copywriter Julie & Brett
    Cooper

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  24. Let’s Move on to Writing our Report:
    The first and most difficult
    thing you have to do when
    you start to develop
    content for your annual
    report is to discard the
    notion that the annual
    report is about us, the
    nonprofit.
    The annual report
    is about YOU, the
    donor.

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  25. Here’s What a Nonprofit Annual
    Report Is NOT About:
    Our mission, vision, and goals
    Our history
    Our staff and board
    Our administration and
    infrastructure
    Our programs

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  26. Here’s What a Nonprofit Annual
    Report IS About:
    Our supporters
    What we accomplished
    with our supporters’ money
    IMPACT

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  27. It doesn’t matter what you
    think you need to say
    about how awesome your
    organization is or how
    many programs you ran
    last year. In fact, the annual
    report is not about what
    you need to say at all.
    Your Annual Report Is About What the Donor
    Needs To Hear.

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  28. It’s about what the donor needs to hear—
    specifically, what she needs in order to:
    a. Remember your message
    b. Act on your message by donating
    again
    c. Repeat your message to others
    It’s about what the donor need to hear.
    How much you say is irrelevant. What
    matters is how much gets through
    —and sticks.
    It’s about what the donor needs to hear—not what you need to say.

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  29. Highlight
    Outcomes Not
    Activities

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  30. Instead of…
    What we did
    Our programs
    Who did the work
    How we decided to get into this work
    Our partner or supporting organizations
    What happened

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  31. Focus on…
    What happened because of what we did
    Client (patron, recipient) outcomes
    Who was affected
    How we know this work made a
    difference
    What our partners and supporters have
    accomplished through this work
    Why it matters

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  32. WARNING:
    That’s why your annual report must be short. Four
    pages or two minutes is as much space and time as
    you get to engage the donor.
    Consider your own behavior: Will you read a 20-
    page book or watch a 15-minute video? Probably
    not.

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  33. Save This Formula…
    Because we did [activity or program],
    [Ultimate Beneficiaries] were able to
    [outcome].

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  34. Pick A
    Compelling
    Theme

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  35. Involve Your Designer in Your Annual
    Report From the Beginning, While You’re
    in the Planning Stage.
    A designer can visualize what a theme will look like
    in ways you can't. Bring in someone with graphic
    training and experience as early as possible in your
    planning process.

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  36. Photo by Héctor J. Rivas on Unsplash
    We wear a lot of hats in the nonprofit sector. You’re the Grant-
    writer/Database Administrator/Individual Giving Manager/
    Stewardship Associate/Event Planner/Social Media Manager/
    Major Gift Officer. And more.
    Do you REALLY want to add the title of graphic designer to
    the mix?

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  37. Gratitude should be the central
    theme of every annual report. It’s
    not enough to say that you’re
    making a difference. You also want
    to acknowledge that your supporters
    made that impact possible.
    Gratitude may be the sole theme of
    your annual report: maybe “Thanks
    to you!” or “Look what you did!”

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  38. “Stories make the world go ‘round. People are
    hard-wired for stories. We respond to stories in a
    visceral way—and a visceral (“gut”) response is
    exactly what you want in order to help donors
    remember, act on, and repeat your message.”
    YOUR NONPROFIT ANNUAL REPORT | BASICS & MORE

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  39. We showed villagers in Burkina Faso
    how to build and maintain wells.
    Instead
    of…

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  40. Madina and her eldest daughter used
    to walk four miles to the nearest water
    source. Now Madina can spend more
    time at her loom, the daughter can
    stay in school, and the children are all
    healthier. [Photo: Madina at her loom
    while the children huddle over a
    chalkboard.]
    Tell this
    story…

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  41. We rescued pets from abusive humans
    and deplorable conditions.
    Instead
    of…

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  42. Buster was emaciated, mangy, and
    afraid of people. Now he’s healthy and
    happy, learning to trust again in his
    new forever home. [Photo: Sleek
    Buster “smiling” at the camera.]
    Tell this
    story…

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  43. Our exhibits gave children hands-on
    science instruction they can’t get at
    school.
    Instead
    of…

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  44. Antonio was “charged” to learn about
    electricity. [Photo: Child with hand on
    a van de Graaff generator (that silver-
    ball thing) has a look of wonder on his
    face as his hair stands on end.]
    Tell this
    story…

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  45. Stories
    Vs.
    Statistics

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  46. Next to the story about Madina and her
    family: “You donated XX wells that supply
    clean water to XXXX villagers in Western
    Africa.”

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  47. After the story about Buster: “Thanks to
    you, 122 other dogs and cats like Buster
    have a chance at a happy and healthy life.”

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  48. For Powerful Stories:
    Whenever possible, tell real stories of the people who
    have actually been helped by your work, accompanied
    by photos of those people. A quotation from a grateful
    recipient goes a long way toward showing donors what
    you’ve accomplished with their money.

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  49. Key Interview Questions:
    When did you start coming to XYZ? or How did you learn about XYZ? or
    When did XYZ start working with you [your neighborhood, your school,
    or whatever]?
    Then what happened? (Whenever UB runs out of steam, repeat some
    version of the last thing he said, and then ask this question.)
    How did this affect you?
    When you say that [effect UB has named], how would an outsider have
    been able to see that was happening? Tell me a story about [the effect].
    How have things changed in your life [your children’s lives, your
    neighborhood, etc.] because of [specific XYZ activity UB has named]?
    Would you recommend XYZ to a friend? What would you tell that friend
    to encourage them to use XYZ services?

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  50. Download Lisa
    Sargent’s Interview
    Tip Sheet…
    http://www.lisasargent.com/images/PDF/TipSheet-AdvancedInterviewing.pdf

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  51. Always Get
    Permission

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  52. Use Photos and Graphics
    Words and pictures need to work together
    seamlessly. A key strategy is to wed each
    picture with text. The words on a page that
    are most likely to be read are the captions.
    㱺 Make sure every photo has a caption.

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  53. Make It Personal
    If you remember nothing else from today’s
    webinar, remember this:
    㱺 “You” is the most important word in your
    annual report.
    Say “you” often. Any time you start a sentence
    with “We,” go back and see how to reframe it as
    something “you,” the donor, did.

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  54. A Word About Donor Lists
    You’ve used a lot of space to make each donor’s
    heart feel a little better for a tiny second. It
    would be much better to use the entire annual
    report to show donors that they are making a
    difference by donating to your work. Find better
    ways to thank donors individually by name. So
    much can go wrong with a donor list: spelling
    names wrong, leaving off titles, listing only one
    member of a couple, and many more.

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  55. More Goodwill Is Lost
    With One Mistake Than
    Is Generated By Spelling
    A Hundred Names
    Correctly.

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  56. Program Descriptions
    Your programs are important to you. They are
    not important to donors. Donors care about
    your accomplishments. You’ll be surprised at
    how little you have to say about your programs
    to describe how they made a difference in
    people’s lives. Focus on the experience of your
    client rather than on the people who made that
    experience possible. Focus on outcomes rather
    than on how it happened.

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  57. Jargon and Abbreviations
    Jargon and abbreviations are the bane of the
    nonprofit world. We use specialized language and
    abbreviate names and concepts all the time in our
    work. For those “in the know,” jargon and
    abbreviations save a lot of time and space. For
    outsiders—such as the donors you are trying to
    engage in your annual report— jargon and
    abbreviations are an utter waste of time and
    space. They simply do not communicate.

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  58. A Word About
    Financials…

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  59. Make Your Financials Tell a
    Story Too
    Throughout your annual report, you’re demonstrating your
    accountability. You’re showing donors and funders that
    you’ve accomplished great things with the money they
    gave you. The financial section is a continuation of that
    project. You may not be able to make it quite as engaging
    as photos of smiling families or healthy animals, but you
    can use your financial pages to tell a story that your
    supporter can understand, act on, and repeat.

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  60. Print Or Digital?

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  61. For Example:

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  62. Annual Report
    Content Checklist

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  63. Are You Ready For Examples?

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  64. A Great Theme

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  65. “You are part of this story. You are
    part of the story of Colina and
    David. And you are part of the story
    of so many families here in Nova
    Scotia. Thank you for your kind and
    caring support of the Alzheimer
    Society.”
    THE ALZHEIMER SOCIETY OF NOVA SCOTIA

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  66. Simple Financials
    Health Wagon 2021 Annual Report. Copywriter Aimee Vance.

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  67. Silent Springs Institute
    2022 Impact Report.
    Copywriter Julie & Brett
    Cooper

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  68. Presenting
    Statistics

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  69. Your Call To Action

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  70. And, Always, Gratitude

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  71. “Your Annual Report can be a celebration of the
    good work your supporters’ gifts made possible.
    Your Annual Report can be a communication
    piece that your donors love to receive and read.
    Your Annual Report can be a love letter. ”

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  72. Simplify your mission for
    your supporters.

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  73. Simplify your
    mission for your
    supporters.
    John Lepp
    Agents of Good
    Unpublished

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  74. John Lepp
    Agents of Good
    Unpublished

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  75. Hemingway app

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  76. Intervale Center Impact Report

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  77. For More Examples:
    PamelaGrow.com and type
    “Gratitude Report” in the
    search line…

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  78. Download Today
    To stay on target and guide you
    through your nonprofit’s Annual
    Report. Your Annual Report
    Checklist brought to you by
    Auctria and Basics & More
    Fundraising.

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  79. www.upwork.com

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  80. Mary Cahalane
    mcahalane.com
    Julie Cooper
    fundraisingwriting.com
    Pamela Grow
    pamelagrow.com
    Aimee Vance
    frontline-fundraising.com
    John Lepp
    agentsofgood.org
    Copywriting Pros

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  81. Your Nonprofit Annual Report
    basicsandmorefundraising.com/classes/your-nonprofit-annual-gratitude-report-on-demand
    $30 Off Use Coupon Code Auctria30

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  82. Use Your Nonprofit’s Voice To…

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  83. “Let gratitude be the pillow upon which
    you kneel to say your nightly prayer. And
    let faith be the bridge you build to
    overcome evil and welcome good.”
    MAYA ANGELOU

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  84. Email: [email protected]
    Classes:
    basicsandmorefundraising.com/
    classes/
    Twitter: https:/
    /twitter.com/
    PamelaGrow
    LinkedIn: https:/
    /www.linkedin.com/
    in/pamelagrow/
    Reach Out!

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