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Ways to Make Your Annual Report Work Harder 1. Start with a theme. Introduce it on the cover and carry it throughout the report in words and pictures. 2. Make sure the theme is aligned with your organization's mission, values and goals. 3. Tell a story that surprises, engages or delights your readers. This is the first step in getting them to join, invest or give. 4. Make it scannable. This is where design really matters, because people are busy, and they read a variety of ways-including flipping through pages from front to back-or back to front. Headlines that grab attention coupled with compelling images always work. 5. Resist the temptation to write too much. Photos and illustrations really are worth thousands of words. 6. Avoid snapshot quality photos whenever possible. When it comes to photography, quality shows. 7. Consider having the executive board photo shot at a venue that relates to your industry. 8. Think of fresh ways to convey old concepts and stay away from clichés. 9. Create a version of the report for the web as a special html website or as a downloadable PDF file (or both). 10. Send it to anyone with a stake in your organization—from donors and prospects to members and suppliers.
* * * © 2006 Bremmer
& Goris Communications. All rights reserved.
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