Many charities mail an annual report to their donors -- for most, this constitutes long hours of number crunching, fiddling with a less-than-acceptable layout, and finding something to fill the white space. Those who view the report as something to be dreaded lose a terrific fundraising opportunity in the process.
If you've read some of my other posts (and I'm sure you have, Good Reader), then you've noticed that I like to talk about how to express your need. Donors like to hear that you need them -- this is very true (not just a little bit true like some of the other fundraising principles you may have heard about from other sources). But your donors also like something else -- fulfillment. In fact, they don't just like it. They need it. Donors need to hear that their support makes a difference. There's no better place to do this than in the annual report.
The annual report gives you the perfect space to give an overview of your budget, showing your donors that your organization is an excellent steward of their gifts. The report also gives you space to include some stories and cheerful photos about projects that you completed during the past year. And, if done properly, it even gives you room for a look ahead, where you can tell donors what you'd like to accomplish in the upcoming year. That's where the fundraising comes in.
Include a smashing cover letter, reply device, and reply envelope. Wrap it all up in the perfect package, andvoila -- you have so much more than a dry report. You have a slam-dunk appeal. Even better is that by sprucing up the report with interesting stories and photos, your donors will actually take the time to read it -- so at least this year your efforts won't have been in vain.
Few things would make all of us at Turnbull Marketing Group happier than helping you put together an excellent annual report. So contact us today and give us the opportunity to help you help others.
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