3 Ways Visuals Make Your Nonprofit Annual Report Shine

first_imgYour nonprofit annual report is an excellent opportunity to show supporters the great work you’re doing and make them feel good about their decision to donate to your nonprofit. However, many organizations get caught up in the finances and program metrics that are included in annual reports and forget to feature the content that really connects donors to your cause: meaningful visuals. Visuals trigger powerful emotions, grab readers’ attention, and help donors better understand their impact. Here are three reasons visuals make your annual report shine.Visuals trigger powerful emotions.Visuals are processed 60,000 times faster than text. Because they are processed so quickly, visual images make an immediate, tangible impression, which can ultimately lead to moving, emotional connections. Powerful visuals stay in your donors’ memory, help them feel more connected to your cause, and inspire them to continue supporting your organization and spreading the word about the great work you do. Visuals are compatible with short attention spans.It’s undeniable: We live in an overstimulated world. With all the noise competing for your supporters’ attention, visual storytelling is a way for your organization to stand out and showcase your unique work.Visuals make numbers even more impressive.Does your organization have impressive numbers to share this year? That’s great! To share the full impact of your numbers and help your supporters really see their donation’s impact, include some visuals. Here’s how:1. Use images that support the numbers by showing direct impact.This example from KIPP LA’s annual report gives you a bird’s-eye view of their classrooms. You really feel like you’re a part of the school, and you can easily see how serious they are about academics. They’re not just telling you about small-group instruction, kids engaging with technology, and personalized support, KIPP LA is also showing you by using a powerful image combined with informative graphics.2. Use infographics to help you present the numbers.Also from KIPP LA’s annual report, this example uses an infographic that provides lots of numbers in an engaging way.3. Use visuals to show the impact of your work.Showing the actual person receiving the services and the impact those services have made is incredibly inspiring. It compels donors to continue giving because it forges a deeper connection. In the quote below from the Wounded Warrior Project’s annual report, John Rego says of himself, “The new John Rego is extremely positive.” The graphic stats strongly support that statement, but it’s the image that creates the emotional connection.Your nonprofit annual report lets supporters know that their money, time, and support are making a difference. All the numbers and words in the world won’t create that strong emotional impact on their own, but coupled with compelling visuals, your message’s impact will increase exponentially.Andrea Brody helps nonprofits create change with engaging marketing materials—while keeping them on-track and on-brand. With clarity, collaboration and creativity, Andrea has helped clients magnify their missions, gain support and create a beautiful big-picture. You can find Andrea online at www.andreabrody.com or on Twitter @abrodydesignlast_img