What makes a great impact report?
Written by Allie Boman
This year, think fresh about your impact or annual report.
Organizations sometimes use the previous year’s report as a template and simply update the numbers and a few articles. This works if you have a great template to start with! But too often the report is treated as a hassle, and the result is run-of-the-mill.
A few steps will help make sure this year’s impact report bolsters support and celebrates your people.
Use it to tell a memorable, creative story
Design it with real readers in mind
Share it intentionally and with careful planning
Tell a Memorable, Creative Story
Impact reports (including many annual reports) do two things for nonprofit orgs:
Inspire giving and volunteering
Demonstrate stewardship
To do these two things well, you need to understand what moves people—stories that draw people in and invite them to care.
At the macro level, you can structure your impact report like a story:
Tools for engaging readers:
Ministories. For example, tell why your founder started the org. It’s wise to retell this story every year. Other examples: share about a standout volunteer in the Solution section or celebrate the success of a participant in the Results section.
★ Design note: use a shaded box or news-style article format to set apart ministories.
Statistics. Demonstrate the problem, solution, or results with verified, cited numbers.
Impact statements. It’s okay to make bold claims if they’re true! Declare the value or commitment of the organization or a specific program in 10–15 words.
★ Design note: bold, colorful text formatted in a small inset supports skimming.
Quotes. With permission, share quotes from speeches, notes, or interviews. These could come from donors, staff, participants, or even community members who witness the organization’s importance.
★ Design note: include the speaker’s photo and name, if they give permission.
Design for Real Readers
Only the most dedicated individuals will read this report the whole way through. And here’s the thing: Dedicated readers are already dedicated. This report will be gratifying to them and help them celebrate their investment.
But…you also need to reach those who are not yet dedicated. Designing with those readers in mind will take you a long way toward winning their interest and trust.
Check out the ★ Design notes in the section above for specific ideas. Professional designers understand the roles of hierarchy, color, and spacing in promoting readership. But if you’re designing in house, you can use online templates to shape your report—look for features like those described above, along with the flexibility to adjust length, colors, and fonts.
One more thought: high-quality images require foresight. In most cases, culling photos from social media won’t cut it. Pro tips:
Add a calendar reminder to assign photography duty to a staff member or volunteer for each of your major events this year.
Create a library of images, tagged by event and image content (e.g., smiling, child)
Consider hiring a photographer for 1–3 high-profile events.
A Note on Reporting Financials
For many organizations, an impact report will include financial reporting. Turning raw data into clear visuals is an art unto its own. There are even ethical implications involved in what you highlight. Have careful conversations about what and how you will report your financials visually. Use colorful, simple graphs and charts to summarize important points.
Share the Report Intentionally
Ever had this experience? You put so much work into your report that by the time you get done with it that’s all you want to be: done with it.
This is normal and especially acute if you’re writing and designing it in house, on top of your many other duties.
Therefore, make a distribution plan from the start! When project planning the report, plan not just how you’ll get it done on time, but how you’ll share it with the people who need it.
Consider publishing a summary separately as a 1-page PDF with a link or QR code for the full report.
Host a webinar or create a brief video to talk through the report and encourage folks to read it on their own.
Does your report celebrate individuals? Tag those people on social media with a page number and link to the report.
Sample Reports
For your inspiration, here are a few excellent impact reports:
Philadelphia Academies, Inc.—This is a fantastic organization, and every city needs someone like them. Yes, we’re biased. Boman Communications helped prepare this year’s report.
Thorn houses their impact report on a dedicated webpage, including interactive features.
The Brushwood Center’s annual report is vibrant and celebratory, using images to tell its story.
Don’t phone it in ☎︎
Your impact report can do a lot more than meet transparency requirements. It can be a key strategic tool for motivating supporters and inspiring trust.
We’re here if you need some ideas or help! Contact us to set up a free consulting call. Even if you know you can prep your report in house, we can be a low-pressure sounding board.