Climb to the top of the corporate giving ladder with a compelling annual report

November 2005
annual report, fundraising

When it comes to motivating corporations to support your mission, you've got one critical fundraising weapon in your communications arsenal: your annual report.

Annual reports are often the first thing corporate giving officers want to see. It's a way they can relate to a nonprofit and wrap their head around what you do, why you do it and how you're getting it done. While an individual may be primarily motivated to give because of the 'warm fuzzy' connection they feel to your organization, a corporation is moved by a business-like case for support and the 'warm fuzzy' (after all, an individual is behind the decisions!).

In other words, for a corporation to allocate serious dollars, they must perceive your organization as a sound investment. They need to be able to proudly talk about their decision to support you with their shareholders, top brass and other key constituents.

Corporations make giving decisions based on a number of variables. They might give because of corporate policies that dictate areas they will support (for example, only community-based groups, healthcare issues, the arts, etc.), a CEO's personal interests or connections ('pet' causes, for example) and more. Expect your annual report to sit on a desk alongside the annual reports of lots of other organizations you may be competing with for support. Will it hold up? Does it look like you spent too much money? Not enough?

Here are five ideas to make your annual report stand out from the crowd:


Your annual report doesn't have to be big, flashy or copy-heavy. You can make it image-intensive, playful or conceptual, but it has to appear credible and make a professional case for why they should support you.

For instance, here's a great example of a nonprofit's annual report copy that packs a compelling and business-like punch:

What would Mother Hale want us to do? This is the question we often ask ourselves when we are faced with decisions that affect the beautiful children playing within the comforting walls of the brownstone on 122nd Street. Before making a decision, we remind ourselves of the mission of Hale House and the wisdom of our legendary founder "Mother" Clara Hale.

As we strive to follow her lead, we believe we are, first and foremost, caretakers of the organization. We have been entrusted with a 35-year old legacy. With prudent oversight from the Board of Directors and the expertise of Hale House's dedicated staff, we will lead Hale House into a future of positive growth.

– Hale House

Remember to keep the design clean, yet eye-catching, and ensure your copy speaks in clear, succinct language that makes a strong case— both should leave an indelible appeal in the reader's mind. With a professional, well-articulated, credible and compelling annual report, your organization is primed to convince a corporate giving officer to turn his head and company's support your way.