Riveting Annual Reports Nonprofit Enterprise at Work May 1, 2002 in Ann Arbor, Michigan Cindy Orlandi, APR,

NEW Annual Report Workshop2 Introduction Annual reports: from soup to nuts Provide a menu of ideas to help your nonprofit organization grow Specific suggestions will be provided to those who have brought samples of their organizations’ annual reports

NEW Annual Report Workshop3 Agenda from soup… Analyzing your audience Your nonprofit’s mission statement Communications objectives Themes and other tools to help your audience remember your key messages Letter from Leadership

NEW Annual Report Workshop4 Menu from soup to nuts… Writing Photography and Design Financial reporting Planning, scheduling and budgeting Creative ways to make your annual report help your nonprofit grow

NEW Annual Report Workshop5 Overview An annual report must clearly communicate your mission and report on your results It help people better understand and remember you Your Team Audienc e/ Objectiv es Budgeting Theme Financials Planning Missio n Photos Plain English

NEW Annual Report Workshop6 Define your objectives Communicate who you serve and show how contributions are used Recognize contributors Recognize volunteers Marketing to new prospects Executive Director’s Letter focus on future growth as well as past accomplishments

NEW Annual Report Workshop7 Writing in Plain English The Securities and Exchange Commission assembled experts to help write the Plain English Handbook, which you can download for free at This 35-page booklet summarizes and illustrates many of the good writing practices typically taught in business communication courses. It also is in keeping with the style used by journalists and professional communicators.

NEW Annual Report Workshop8 What’s Plain English? Here's a sentence found in prospectuses: No person has been authorized to give any information or make any representation other than those contained or incorporated by reference in this joint proxy statement/prospectus, and, if given or made, such information or representation must not be relied upon as having been authorized. Here's a possible plain English rewrite: You should rely only on the information that is contained in this document or that we have referred you to. We have not authorized anyone to provide you with information that is different.

NEW Annual Report Workshop9 Organizing Principles Start with the big picture before getting down to details. Use descriptive, helpful headings (instead of General or Background). Group like sections of information together. Explain ambiguous terms or concepts. Review the flow of information, based on an audience analysis. Prepare an outline, which later becomes the table of contents.

NEW Annual Report Workshop10 Writing Principles Use the active voice with strong verbs. (We applied instead of An application was made). Include personal pronouns, which reduce length and improve tone. Replace abstractions with image words and concrete examples. Use positive constructions (The funds are similar instead of The funds are not unlike). Write short, simple sentences that avoid jargon and legalese and that keep the subject, verb, and object close together. Keep sentence elements parallel.

NEW Annual Report Workshop11 Letter from Leadership The best annual reports have strong letters from leadership that set the tone and inspire the reader. Warren Buffett of Berkshire Hathaway has earned kudos from the SEC for his frank letters. Buffett advises: “Write with a specific person in mind. My goal is to provide them with the information I would wish to receive if our positions were reversed.” If there is trouble, explain what happened and why. Clearly spell out corrective action.

NEW Annual Report Workshop12 Checklist Gather examples and review your previous reports Assign staff person to interface with creative team Determine objectives and agree on tone for report Review budget, schedule and concepts

NEW Annual Report Workshop13 Creative Team Develop concept and prepare layouts of cover and two-page spread Prepare rough page-by-page layout of the report Select paper stocks and make paper dummies for approval Prepare production specifications, prepare budget estimate and schedule Review with client and select suppliers for needs

NEW Annual Report Workshop14 Action Steps Start early – up to six months to plan an annual report that helps generate interest and funds for your organization. Define and prioritize your target audiences: clients, contributors, volunteers, board, staff, community, media, etc. Consider a readership survey to plan sections of the report that focus on your target audiences’ specific interests.

NEW Annual Report Workshop15 Tips that are worth repeating Choose a size that maximizes paper efficiency. Design with postal regulation and costs in mind. Have model releases for people photographed and consider having a photo contest or other ways of encouraging your stakeholders in participating in the report. Proof, proof and reproof. Errors are costly and can damage credibility.

NEW Annual Report Workshop16 Going the extra mile Print extra annual reports to use for marketing, provide copies at presentations and with fundraising letters. Provide to new Board members and volunteers. Send to local news media. Libraries and local schools may also find the information of interest.

NEW Annual Report Workshop17 Online resources www

NEW Annual Report Workshop18 Summary Clearly communicate your mission Themes help people understand and remember Your feedback is welcome