Have you ever ever launched into the super pile of labor concerned in creating your annual donor report and questioned whether or not it makes a distinction?
Because the sector begins to maneuver to extra personalised versus mass engagement and, as one of many staples of annual experiences goes out of favor (specifically, donor lists), it will be unusual if you happen to didn’t really feel hesitant to take a position assets in a donor influence report. On the identical time, there may be usually a visceral emotional response to the thought of not doing an annual report as it will possibly usually be one of many few instances your group celebrates what it has completed.
So don’t hand over your annual report. Let’s make it an unimaginable useful resource for sharing your group’s story and interesting supporters.
Begin by Evaluating Previous Annual Studies
I joined Scarborough Well being Community Basis final January. I got here into a company that had in a short time grown its donor base and main fundraising outcomes, in addition to its model profile and advertising. On the identical time, the inspiration had begun taking its first steps into the brand new world of personalization and integrating our whole donor funnel from model story to donor thank-you.
Earlier than I met with the workforce about a few of the data-backed content material we would want for the following report, I spent a while on our earlier annual experiences. I discovered a number of issues I actually like, particularly this: We’re telling the correct story.
We converse very clearly about how a lot is being granted to the precise hospital community. The reality is our donors aren’t giving to us as a basis, they’re giving to the hospitals. Our tales ought to (and do) converse to that influence. For instance, we showcased distinctive tales about modifications that donor funds helped accomplish, like breaking floor on the brand new Diagnostic Imaging division. And there was a narrative from one among our physicians who gave you a window into her relationship with the neighborhood and the way significant donations are for her. Stunning!
Then again, there have been some decisions we would wish to rethink subsequent time, akin to together with a whole lot of self-congratulatory numbers. Do these vainness metrics look acquainted to you?
- How a lot we raised
- Variety of donors
- Variety of media tales
- How a lot merch we offered, and such
Take into consideration what these numbers say to your donors. Typically, management feels the necessity to share inner wins with the broad viewers. Typically, your design workforce needs these fairly graphs. However on the finish of the day, is it significant to your donor to know that they’re one among 5,000 particular person donors and that there are 500 company donors? Do they wish to be regarded as month-to-month donors or as a part of a legacy program?
When you’re going to incorporate numbers and stats aside from your financials (which it’s best to at all times present with glorious readability), they need to all be targeted on influence, and they need to immediately connect with the bigger story about influence you might be telling. For instance, final 12 months the inspiration had a narrative about our precedence to rework one among our hospital’s emergency departments. We included a stat in regards to the variety of emergency visits.
On the information facet, this implies you must actually monitor rigorously how funding flows to tasks. For Scarborough Well being Community Basis, it is a bit simpler as we should grant over funds on a venture foundation. In case you are a company that collects after which spends from the identical pot of cash, you have to to place care into the way you monitor that in your database so you will get significant info again out.
First Problem: Clearly Outline the Viewers
We are likely to make ourselves the viewers, in addition to our closest stakeholders, like board members. If you wish to create an annual report with actual influence, the viewers needs to be your donors. Let go of the thought of an annual report back to serve all stakeholders and embrace (and be brutal about) together with solely info that’s significant to your donors. It’ll rework your report.
For each story, each image, each quantity, cease and ask your self, “What is that this telling our donors?” (Not simply your main donors. Each donor.)
Repurpose Tales that Already Resonate with Your Donors
In case you are struggling to search out the tales that can matter to your donors, begin with what . Have a look at your group’s current content material:
- Social posts
- Newsletters
- Occasions supplies
What has carried out most successfully with donors? Permit these to set your themes. The benefit of leaning into your top-performing present content material is to protect the momentum of your most compelling campaigns and reinforce the brand-building you could have already completed within the earlier 12 months.
Use Your Story as a Retention Instrument
To enhance donor engagement along with your annual report, be sure to converse to all ranges and kinds of donors. Individuals must see themselves as a part of your neighborhood. This builds buy-in and invests them in your group’s success and future. That is very important to donor retention and stewardship.
Don’t simply supply information and details, although. Construct an emotional funding. Donors give as a result of it makes them really feel good and your annual report ought to focus in your donors feeling that they’re doing good.
Personalize the Affect Story of Every Main Reward
For main items, try to be offering personalised stewardship experiences for every present. Within the annual report, give attention to how the main present triggered momentum for a venture, or how the venture will rework your deliverables.
As a healthcare group, Scarborough Well being Community wants to talk as a lot as potential about affected person influence (or breakthroughs in analysis, or pupil influence for schooling actions). After I labored at a college, we wanted to focus totally on pupil influence, then on analysis breakthroughs, then on college/workers influence. If a narrative doesn’t present influence and doesn’t assist your donors be ok with giving, this isn’t the place try to be telling it.
Second Problem: Share Solely What Is Significant to Donors
Too usually, our donor influence report represents our group’s work, as an alternative of exhibiting the influence of donations. There’ll at all times be a ton of essential work we do to make our group operate properly, and that pulls new donations, however it’s not donor influence. If we make a beautiful advert, our workforce will adore it; however speaking about how lovely our advert is doesn’t talk something significant to our donors. The identical goes for awards we win, new programs we implement, and so forth.
The one time it’s best to have a good time such milestones in an annual report is that if they influence donor belief in your group (for instance, in Canada if you happen to have been to be licensed by way of Think about Canada’s Requirements Program for the primary time, you’ll want to say that someplace).
Spotlight Monetary Reporting to Develop Belief with Donors
When it comes to the sensible realities of an awesome annual report, it’s important to current glorious financials. It’s key to fostering donor belief in your group. As a result of not all readers will know find out how to interpret the small print of a monetary report, construct translation into your pages, with simply sufficient info to be digestible and helpful, however not a lot that it overwhelms the everyday donor. As with all of the storytelling in your annual report, the purpose with financials is to spotlight the influence of donor generosity.
Go Digital to Broaden Your Readership
You need to design your annual report as digital first. When you can solely do both a digital or a paper annual report, select the previous. A digital report may have elevated attain, visibility, and influence. When you implement SEO extra individuals will see the influence tales in a digital supply. Since your annual report will discuss superbly in regards to the influence donors have by way of your group, that is content material you need all donors (and potential donors) to learn.
Whereas I’m particularly happy with SHN Basis’s most up-to-date digital annual report, I’d additionally wish to share two extra splendid examples of digital-first annual report designs:
Lastly, don’t neglect a lot of your donors are new donors. Your report wants to speak your mission, imaginative and prescient, and key priorities (each these carried out up to now 12 months and people upcoming within the subsequent 12 months.)
Consider your annual report as a love story to your donors. They need to really feel valued by your group. They need to really feel confidence and belief in your group. They need to really feel impressed by your group.