The Importance of a Good Annual Report

Why does a “good” annual report matter, anyway? Who are they really for?

While an annual report may not at first appear to be the most exciting content a company can generate for itself, it presents an opportunity to communicate key attributes about your brand, mission, and achievements that your employees, stakeholders, shareholders, colleagues, investors, and even the general public can feel good about. What’s more, stakeholders and shareholders often use it as an important component of their assessment of your firm.

After all, isn’t that the point? A lot of people may view your annual report – and they all represent key segments of your audience. It’s important to invite them in, let them in behind the scenes, bring them into your brand, celebrate your successes with them, and get them excited about where you’re heading.

Using your Annual Report to tell a story 

As marketers, we always bring a storytelling approach to what we do. It’s no different for annual reports. The days of vast amounts of dry text, tables, and charts are over.

Viewing your annual report through the lens of Storytelling opens up the potential to use graphics, copy, typography, color, illustrations, photography, and even video to create a rich, compelling, and authentic experience for your viewers. And there are concrete benefits to helping your audiences connect with you in this way.

1) It builds trust

Build your story around relevant, accurate data – not just financials. Show how the work you’re doing and your funding translates to real-life, tangible results.

2) It connects people to your values

According to the 2020 Edelman Trust Barometer report, 64% of consumers are belief-driven buyers. Show how your values, mission, and purpose drive the work you do. Be transparent, and open.

3) It allows your people to shine

Your annual report provides you with an opportunity to celebrate the living, breathing humans that make your work possible. It will help the folks inside your organization feel valued and appreciated, and it will help your viewers put faces to your firm and feel a sense of connection.

4) It makes your story more memorable

Data and metrics will inevitably be a part of your report, but a strong brand voice, lively copy, engaging visuals, and a well-crafted narrative and design treatment will make your report more impactful, appealing, and memorable. Simply creating fun infographics to showcase data has been proven to increase the appeal and retention of the information.

5) It gets people excited about your future

Your annual report provides a look back at your year, but also should set the stage for future success with hope, enthusiasm, and vision.  A compelling annual report will help drive continued buy-in and support from your team, stakeholders, and the public.

A Case in Point:

BBG&G has produced the Community Foundation’s annual report for several years now. Every year we seek new ways to present their achievements in a visually appealing and professional manner, and often win strong kudos from their stakeholders, as well as awards, for doing so.

Within a carefully thought-through design structure and narrative, we highlight their successes, people, values, and vision, and provide the required data in appealing, easy-to-understand infographics.

By Debbe, President & CEO | April 7, 2021