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Writer's pictureAngie McLeod

Capture Your Audience's Attention: Craft an Annual Report that is Eye Catching & Informative


A decade ago, many annual reports were simply a Word document with a few images pasted in to capture the “sense” of the work being done.  Today, the format of an annual report is limited only by your team’s graphic skills… and, honestly, not even that so much these days.  Tools like Canva for graphic design (check out some alternatives here) and Lumen5 for video creation (check out alternatives here) have given even the least technically skilled staff the tools to create vibrant and interactive content.  


Many graphic design tools have annual report templates (Canva) that can easily be modified to fit your organization’s brand and feel. Beyond the content (described above), you also need to consider what other elements you want to include in your annual report. 


Some things to think about are: 

  1. A great layout is essential.  Plan for white space. You don’t want your report to be too content-heavy.  However, you also don’t want a report so long that your readers are overwhelmed and exhausted before they ever start.  Edit your content thoroughly and include links to value-added content that is not required but adds depth to the conversation. 

  2. Brand Colours and Fonts:  If your organization has a style guide created by your marketing department or graphic designer, use it to ensure your annual report reflects your brand image well.

  3. Visual images.  Choose the right images to represent your agency, team, and clients well.  In-house images taken by staff or a professional photographer are great, provided they are clear, in focus, and sized appropriately, and you have permission to use them.  Here are some tips on choosing the right images:

  4. Choose images that reflect your message. If you are addressing poverty and food security, choose a picture of someone using a food bank; if your focus is on helping individuals create food security for themselves through gardening, use a picture of someone working in a community garden.

  5. Look for royalty-free images.  Canva, Pixabay, and other free image sites are great for providing high-quality images for marketing materials.  Before you use them, check each site’s rules around how their images can be used to ensure you remain compliant.  

  6. Select images that reflect your brand and brand colours.  Part of creating a solid and consistent brand is ensuring that your images reflect who you are as an organization.  

  7. Use videos and video collages to share stories in an impactful way.  Whether you are looking for a video showcasing a client or a video collage with images, written statements, and background music, get creative and use video to enhance your message.  These can be hosted on your website, and the links can be included in the PDF version of your annual report. If you are also handing out paper copies, create a second version of the report that includes the URL links when the resources are mentioned.  This will make it easy for your readers to look up these links when they get home.  

  8. Create infographics to showcase the information readers need to understand.  Infographics allow you to visually communicate data, processes, and systems or highlight key elements of your work that readers should know. 


These four simple actions will make your Annual Report more user friendly, readable, and expand how you can use the report - making it more than just a tool for your AGM. As we noted in our blog post From Facts to Impact: Creating Annual Reports that Resonate, a well crafted annual report can entice donors and sponsors, inform funders, market your organization, or attract staff and volunteers. Let's maximize the results of our Annual Report through great design and copywriting!


Share your stories about well-written Annual Reports and how they have inspired you to take action to support a local non-profit in the comments below.

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