PDXTech4Good: Digital Annual Reports
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Annual report, impact report, shareholder report... whatever you call it, it's that time of year again. And if you’re in the social sector, you need a report that shows how your organization made the community more just, creative, cultured, stable, or equitable this year. Yes, charts, graphs, and executive summaries are important—but only if the piece as a whole helps supporters understand how they contributed to the bigger picture. With a digital annual report, you can show impact with an experience that is engaging, shareable, and measurable. Give your audience a video they can pass along. Send them to a place where they can see their role in your mission or advocate for a cause they believe in, and then tell their friends. Below are five good reasons to go digital with your annual report.
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PDXTech4Good: Digital Annual Reports
- 1. Annual Reports in the Digital Age Kris Wittenberger @hellokrisw |Pyramid Communications Annual Reports in the Digital Age | PDXTech4Good January 2015
- 2. Annual Reports in the Digital Age | PDXTech4Good January 2015
- 3. Annual Reports in the Digital Age | PDXTech4Good January 2015
- 4. Annual Reports in the Digital Age | PDXTech4Good January 2015
- 5. Why Digital? Easy access Responsive, mobile and meeting supporters where they are. Digital = Measurable Like any digital communications plan, traffic and engagement planning. Engaging and Sharable Tools for major gift officers, board members. Versatility Repurpose and reuse pieces for events, social media. Comparable Costs Depends on past production. Measurable going forward and extend the life of your investment. http://bit.ly/1FopUof Annual Reports in the Digital Age | PDXTech4Good January 2015
- 6. A little about opportunities in the printed annual report. http://www.commarts.com/exhibit/calgary-zoo-2011-annual.html http://www.calgaryzoo.com/ Annual Reports in the Digital Age | PDXTech4Good January 2015
- 7. “Our annual report can be downloaded through a link to our website. It’s digital, right?” Well, yes. And, no. Annual Reports in the Digital Age | PDXTech4Good January 2015
- 8. Kickstarter Annual Reports in the Digital Age | PDXTech4Good January 2015 https://www.kickstarter.com/year/2013/?ref=footer
- 9. STG presents http://www.stgpresents.org/stories/ Annual Reports in the Digital Age | PDXTech4Good January 2015
- 10. Conversions, funnels, engagement. Annual Reports in the Digital Age | PDXTech4Good January 2015
- 11. It might be time to move to digital if… Decision makers and stakeholders ready to take some creative risk. Budget or in-house talent and assets available and flexible. Audience, constituents, donors, deliverers are on digital channels. Cultivating digital and younger audiences part of longer term fund development. Built in feedback loops to keep engaging audiences with content and ability to repurpose content. Ticket purchase thank you page… Annual Reports in the Digital Age | PDXTech4Good January 2015
- 12. That sounds great, but we need baby steps. Introduce the idea. Send some inspirations to decision-makers today, then closer to the planning stage. Pull together assets this year. Understand traffic flow. Start with a smaller audience feature (program-specific supporters). Think about a 2-year transition plan. Print this year, next year digital? Annual Reports in the Digital Age | PDXTech4Good January 2015
- 13. Kris Wittenberger kwittenberger@pyramidcommunications.com @hellokrisw Article: “Five Reasons to go Digital with your Annual Report” http://bit.ly/1FopUof Annual Reports in the Digital Age | PDXTech4Good January 2015
Editor's Notes
- 5 minutes. A little bit about me – Tech for NPOs, performing arts orgs (revenue-generating), front end dev, design practices, now focusing on content strategy/digital planning. CRMs, CMSs, Drupal configuration, wireframes, messaging, tactical planning. My knowledge about this subject comes from a combination of those experiences and witnessing first hand what the expressions were of colleagues who have a part in creating annual reports. I can recall looks like this…
- And this…
- Sometimes this… Can anyone relate? Sense of who is in the crowd: Who works/volunteers at a NPO currently? In a marketing/dev role? Who has worked at an organization that has publicized an annual report in the last five years? Mailed it? Posted it online? Who has been involved in pulling together data, content, financials for an annual report, or developing the publication? What hurdles did you have to overcome? Has anyone experienced other reactions to the mere mention of annual reports?
- A chance to squeeze in a cat meme. Sometimes we’re excited at the notion, and willing to rethink it, but Annual Reports always make it to the bottom of the priority list.
- It’s a communication piece. Like any good communication piece that has budget and time associated with it, audience, audience, audience should be taken into account. And for most of us these days, we’re an audience on digital.
- Constituents appreciate your creative risk, digitization? Recipients are on digital channels (everybody); Some demographics/locations excluded Distrustful naysayers?; People who want the tactile experience? Is cultivating a more digital native group part of the long term donor prospect strategy? Do you have a built-in feedback loop? Traffic that returns for unique content? Expert subject matter search results? Revenue stream with thank you page? Not ready to go digital completely? Start small and strategic. -- Card mailer that's personalized for a CRM. "Thank you Kima, for your donation of $2,000 this year in support of downtown emergency programs. Some of the people you've helped would like to thank you. Please watch our short video at http://downtownemergency.org/kima and see the difference you've made this year. -- Measurable video clicks, engagement feedback loop for commenting continues (Like/Share on FB, etc.) Know what you have to work with. Budgets. Budgets. Budgets. In-house skills for creating it? Or outside strategic support.
- 5 minutes. It’s “digitally accessible”/digital is an afterthought. What we’re really talking about here is using the digital format as part of the content strategy for the annual report – using digital deliberately. Engagement Measurement Repurpose/reuse content ALS - http://issuu.com/alsassociation/docs/annual_report_fy2014?e=2279079/8917546
- Example ALS - http://issuu.com/alsassociation/docs/annual_report_fy2014?e=2279079/8917546
- Revenue generating Specific perception issues – gap in amazing work and perception on how broad that work is. Handle on audiences Social media #Hashtag campaign integrated
- Constituents appreciate your creative risk, digitization? Recipients are on digital channels (everybody); Is cultivating a more digital native group part of the long term donor prospect strategy? ---- Constituents appreciate your creative risk, digitization? Recipients are on digital channels (everybody); Some demographics/locations excluded Distrustful naysayers?; People who want the tactile experience? Is cultivating a more digital native group part of the long term donor prospect strategy? Not ready to go digital completely? Start small and strategic. -- Card mailer that's personalized for a CRM. "Thank you Kima, for your donation of $2,000 this year in support of downtown emergency programs. Some of the people you've helped would like to thank you. Please watch our short video at http://downtownemergency.org/kima and see the difference you've made this year. -- Measurable video clicks, engagement feedback loop for commenting continues (Like/Share on FB, etc.)
- Do you have a built-in feedback loop? Traffic that returns for unique content? Expert subject matter search results? Revenue stream with thank you page? Not ready to go digital completely? Start small and strategic. -- Card mailer that's personalized for a CRM. "Thank you Kima, for your donation of $2,000 this year in support of downtown emergency programs. Some of the people you've helped would like to thank you. Please watch our short video at http://downtownemergency.org/kima and see the difference you've made this year. -- Measurable video clicks, engagement feedback loop for commenting continues (Like/Share on FB, etc.) Know what you have to work with. Budgets. Budgets. Budgets. In-house skills for creating it? Or outside strategic support.