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Auctria Annual Report Webinar

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.


December 06, 2023

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  1. 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
  2. What If, Instead, Your Annual Report Could Be A Celebration

    Of The Good Work Your Supporters’ Gifts Made Possible?
  3. What If Your Annual Report Became A Document That Your

    Donors Loved To Receive And Read?
  4. 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
  5. Systems 4 Report 3 Thank 1 Story 2 Ask Source:

    Simple Development Systems Donor Feedback & Engagement
  6. “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.
  7. REMEMBER: That is what your supporters need to hear from

    you… That you could not do this work without their support.
  8. 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
  9. 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)
  10. Start by Putting Together Your Team… The Creator/Writer (Project Lead)

    Your CEO/ED/Board President Content Experts Your Designer
  11. 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.
  12. 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
  13. Here’s What a Nonprofit Annual Report IS About: Our supporters

    What we accomplished with our supporters’ money IMPACT
  14. 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.
  15. 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.
  16. 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
  17. 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
  18. 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.
  19. 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.
  20. 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?
  21. 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!”
  22. “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
  23. 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…
  24. 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…
  25. 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…
  26. Next to the story about Madina and her family: “You

    donated XX wells that supply clean water to XXXX villagers in Western Africa.”
  27. After the story about Buster: “Thanks to you, 122 other

    dogs and cats like Buster have a chance at a happy and healthy life.”
  28. 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.
  29. 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?
  30. 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.
  31. 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.
  32. 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.
  33. More Goodwill Is Lost With One Mistake Than Is Generated

    By Spelling A Hundred Names Correctly.
  34. 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.
  35. 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.
  36. 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.
  37. “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
  38. “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. ”
  39. 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.
  40. Mary Cahalane mcahalane.com Julie Cooper fundraisingwriting.com Pamela Grow pamelagrow.com Aimee

    Vance frontline-fundraising.com John Lepp agentsofgood.org Copywriting Pros
  41. “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