The prime goal of an annual report shouldn’t be to win an award or to cut costs and do it cheaply. You’d be surprised how many times that has been the opening statement of a brief. It’s right to set your sights high and be aspirational but either of these should be a by-product of the report or review if done well, and it’s totally possible to do both.
Obligation and opportunity
There is both an obligation and opportunity in producing an annual report. Donors and funders both existing and potential, need proof that your work is effective. It’s an opportunity to lift the lid on the organisation and really celebrate achievements and impact. Reporting on impact and change can be done creatively and effectively if the following is at the heart and very beginning of the process and brief.