Non-profits, especially, love annual reports. "Let's thank our donors and show them what we've done!" The problem with that is the show piece. Statistics and charts are heavily used when stories are what would encourage more readers.
Tom Ahern is a development expert who writes a newsletter called Love Thy Reader. In the November 2009 newsletter he says
"You might have noticed: no one invites a statistician to cozy up to the campfire. So, George, tell us about your latest numbers. We're dying to hear.
On the other hand, stories, are popular -- since forever. Everyone understands stories: instantly, without translation. Relatively few, on the other hand, can truly understand your statistical evidence and its implications. It has to do with neuroscience, but I'll leave it at that."
There are several studies on the neuroscience of stories and the human brain so Tom is correct. Use more stories and your annual newsletter won't be a waste of paper and effort. (Also if you get a chance subscribe to Tom's newsletter, it is short, sweet and well written.)
One more time, Facts tell, stories sell. Please recognize the fact that when you are trying to raise money, you are selling. Selling your non-profit, convincing your donors to give you money. Use more stories.
Personally, when I get an annual report I flip through it, see the impressive list of donors and then throw it out. Tell me a story and I just might learn more about your organization and the difference it makes to the world.
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