Don’t Forget the Why in Your Annual Report
/As a communications consultant, I write a lot of annual reports for non-profits, corporations and governments. While over the years they’ve evolved to be less text heavy, there’s still a common piece missing. People are forgetting the WHY.
Besides the financial data (which I’m not sure anyone reads), a typical annual report includes a summary of key programs and services. Sadly, some are still a dumping of information versus using storytelling to bring the programs and services to life.
Too often I see organizations wanting to share WHAT they did and HOW they did it, forgetting about the WHY.
Why does this work matter?
Why do we do x, y, z?
Why do we exist?
Why should you care?
Weave the why
When writing your annual report, it can be tempting to focus on the what and how. But I encourage you to spend time thinking about the why before you write one word. This will help not only ground you in your writing, but may also uncover a theme or thorough line in your report.
If your annual report is a compilation of articles written by staff (which I don’t recommend as it results in a disjointed voice), encourage your staff to get clear on the why. Why do they want to share this update? Why do they do the work? Why does it matter?
People care about people
I’m often reminding my clients that no one cares about their programs, products or services. People care about people. How does it impact the lives of people? What is the human connection?
Years ago, I wrote an annual report for a local YMCA. They wanted a standard report with a page about each program, full with data about the program. I pushed back asking WHY do they offer the program. Is it to create data?
The staff were upset, spewing off the various ways the programs positively impact the lives of people. I calmly explained that a page full of data doesn’t show that – we needed to share the stories.
Get personal
For each program, we interviewed a participant. From there we created mini stories about their experience, highlighting the WHY in action. A professional photographer took photos of them engaging in the program.
Each program had a page or two in the annual report featuring a strong photo, a short story from the interview and a box with bullet points highlighting key data.
The result? People actually read the annual report! We had to do a second print due to the large demand for additional copies.
Even better, the people interviewed had a sense of pride. They were recognized in the Y and shared their stories with others.
Forward looking
A final piece of advice when writing your annual report is to not forget to share where the organization is going. Too many people think an annual report is about looking backwards. But really, it should be about celebrating your accomplishments while planning for the future.
How is the organization growing for the future, putting the why into action? Are these one and done accomplishments or are they part of a bigger picture?
A great place to capture the future thoughts, hopes and ambitions is in the leadership report. Have your leaders focus on the why, how it’s played out in the previous year and plans for the future. The content of the report is then more detailed with the leader’s report being big picture.
I hope you’ve gained some tips to help you in writing (or contracting out) your next annual report. Don’t waste precious time and money producing a report no one will read.
Remember to start with the WHY and use storytelling to bring the why to life. Look for ways to connect your programs, services and products to people, sharing how it positively impacts the lives of your priority audiences.
You have a story to tell. So, tell it in a way people will read.
