Impact reports: Breaking away from the status quo
Too often, impact reports become a checklist item that focus more on organizational wins than community impact itself. The process of weaving together the impact narrative ends up on an urgent timeline, fast tracked for both programs and communications staff to collaborate on while trying to coordinate all the successes of the year. Then the impact report sits on a shelf - perhaps literal, or digital - collecting dust until the next one. It doesn't have to be that way! Let’s delve into the art of crafting an impactful annual report, from process to storytelling.
Start early: set the stage for reflection
If your goal is to publish your report early in the new year, you’ll want to kick off the process in fall of the previous year. I have a personal preference for publishing impact reports in January, so I typically get the process going the October before. That's when we start early conversations about reflections on the year, patterns that have popped up throughout, and the theme we want the report to focus on.
Build a cross-functional working group: collaboration is key
For a big project on a tight timeline, I recommend setting up recurring weekly or biweekly meetings for a core group of collaborators. Assemble a temporary, cross-functional working group that draws on expertise from leadership, programs, and marketing. With hands-on-deck from these central teams, you can keep the process of data collection and storytelling on track throughout, minimizing last-minute surprises.
Incorporate external data: break out of the silo
Your impact doesn't live in a silo, so why should the report? A lot happens in the communities you work with and the sector that you operate in, so when it's relevant make a nod to other reports and statistics (and source them, of course). This will help your report gain depth and context, while also helping potentially build relationships with other actors in your ecosystem.
Take design seriously: where copy meets creative
There’s a special magic that happens when great copy meets creative design. By dedicating time and resources to designing a phenomenal report experience, you’ll be able to create a report that people want to read and interact with. Consider moving beyond static PDFs and hosting a dynamic microsite report to enhance engagement, interaction, and discoverability. You can also draw on inspiration from creative works and industry trends from the year.
Tailor content to the audience: a multi-fold approach
Understanding who your audience is - and that it may be different for your annual impact report - is key to properly tailoring the content. By tailoring the report’s content to address the specific needs and interests of each group, you can maximize the value of your report. You may have a couple of audiences to reach with the report, in which case you’ll want to have specific distribution plans for each.
Think beyond the report: maximize your content’s impact
The journey doesn’t end with your report’s completion. You’ll want to create distribution plans that leverage your content in various formats over several months, or even longer. Send it to your industry partners and clients, with details on how you hope they will share the report with their audience. Also consider creating infographics, social media collateral, postcards, email campaigns, and even new content like blog posts using the well-researched data and narrative you pulled together for the full report. This strategic approach ensures your report reaches a wider audience and remains a valuable resource well beyond its initial release.
Impact reports are not old news, but the status quo is
Putting together an impact report should be a moment of reflection and celebration. A well-crafted report allows your organization to celebrate achievements, reflect on impact across communities, own up to shortcomings, and pave the way for future improvements. Far from being outdated, impact reports can be a dynamic tool for organizations interested in using them as powerful connection points with their audience.