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Make your  
NFP annual report 
a captivating story ...
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2
Make your NFP  annual report a captivating story
Contents
Introduction 
3
Getting started checklist 
5
Who’s your audience? 
6
What questions should your annual report answer? 
7
What’s going to be your take-away message? 
9
Are you personalising your storytelling? 
10
Should you spend money on your annual report? 
15
How should your report be presented? 
17
Delivery options at a glance 
21
Structure of a traditional print annual report 
24
Sections checklist 
25
Process checklist 
26
How can you continue to improve your report? 
27
How can you better prepare for the following year? 
28
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We strive to conduct ourselves 
honestly and diligently – both as 
an organisation and individually.
People Who Care’s 
AnnualReport featured large 
images of their staff and 
members through which 
they portrayed a sense 
of theircommunity spirit 
andvalues.
3
Today, more than ever, there is increasing pressure on  
not-for-profits to demonstrate transparency and accountability 
with stakeholders, including the general public, who want to know 
what has been accomplished with the funds you received. Readers 
want to know what activities you have engaged in, what outcomes 
you’ve achieved and for whom and how your organisation is 
making progress towards achieving its goals. 
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4
Make your NFP annual report a captivating story
Stakeholders, donors, grant-makers and 
government may also read and assess 
your annual report in order to make 
important decisions that will affect your 
organisation. So, it’s important that 
your report is professional, accurate, 
and interesting enough to keep their 
attention. Use it to tell the story of your 
organisation and its people in such a 
compelling way that it will gain a place 
in the hearts and minds of your readers.
Try not to think of your report as an 
historical account of what you did last 
year. Instead, think of it as the highlights 
of the incredible results your supporters 
made possible. Use it to keep your 
lines of communication open and to 
recognise the involvement of all those 
who have helped you achieve your 
mission throughout the year. 
It may seem like a lot of work, but 
transparency can help foster public 
trust and build community support 
because it provides information about 
the impact your organization is making 
as a whole. It has the potential to be 
a great marketing tool that can be 
used to engage with the people who 
care about the same things that your 
organisationdoes.
Captivate your audience and inspire 
further support from donors who are 
reassured that their donation is making 
a difference to those in the community 
they care about. If your report hits 
the mark, they may even share it 
with their family, friends, and other 
prospectivedonors.
Your annual report is a great 
communication tool. Ensure it 
does justice to the work you do.
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5
Make your NFP annual report a captivating story
Getting started checklist
The earlier your start to gather information the better the 
end result will be:
Identify the year’s highlights
Consider infographics or 
charts that will quickly 
captureachievements
Gather the stories of successful 
programs delivered
Gather first hand stories and 
testimonials from individuals 
whose lives have been touched by 
yourwork
Gather inspiring stories 
fromvolunteers
Review management meeting 
minutes to gather an important 
information 
Collect relevant photos
Review media coverage for the 
year to recap any major events
Consider your outlook 
forthefuture
Start to gather 
financialinformation
Consider the format you 
will use for presenting this 
importantinformation
Consider how stakeholders can 
submit feedback on your report
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6
Make your NFP annual report a captivating story
Who’s your audience?
The first step in any communication piece is to identify who it 
is you are trying to communicate with. This will generally be 
your organization’s stakeholders, or maybe a particular group of 
stakeholders and the general public, who are indirect supporters 
through taxes and may also be volunteers or donors.
After identifying your audience, you 
should then consider if the content 
should be targeted to a specific 
groups needs, or if it should be more 
general. For the report to be relevant 
to its readers, it should communicate 
information that will assist stakeholders 
to make decisions around their 
involvement or contributions to 
theorganisation.
The language used throughout the 
report should be understood by your 
audience, including people outside of 
the organization, so it’s best to avoid 
business or sector-specific terminology 
or jargon.
7
Make your NFP annual report a captivating story
What questions should your 
annual report answer?
Specifically, your annual report should answer some key 
stakeholder questions:
What is the organisation’s,  
purpose, vision and mission?
What is its strategy to achieve 
itsmission?
What were the objectives 
for the past year?
What activities were undertaken 
to achieve the objectives?
How did performance compare 
with expectations?
What are the organisation’s 
future plans?
How are you governed?
Have you recognised all of 
your stakeholders?
What were the sources of income 
and how were they used?
Have you fully explained your 
financial performance?
What are the results of 
any fundraising?
How do you manage risks in 
realising your objectives?
Disability Services Commission’s ‘Words that Work’ was 
an awareness campaign targeting the media, helping shift 
perceptions on ‘how to’ write about and interview people 
with disability. 
How did your 
organisation make 
a difference?
8
Make your NFP annual report a captivating story
9
Make your NFP annual report a captivating story
What’s going to be your  
take-away message?
All communications should relay ‘key messages’ around your 
organisation’s work. For the annual report you should have a ‘key 
message’ that shows your mission in action, a message that will be 
remembered long after the report has been put aside. 
Examples include:
•   There are less hungry people 
in our community because our 
corporate programs have resulted 
in a 100% increase in meals being 
supplied to our community by our 
corporatepartners. 
•   Children are enjoying a healthier 
lifestyle because our programs 
encourage them to engage with 
nature and interact with others on 
their findings.
•   Our children are healthier 
because our citizens are better 
trained in nutrition as a result of 
ourprograms.
Meerilinga engaged David Wirrpanda and his 
family as ambassadors for their educational 
‘Grow Us Up Strong!’ campaign for toddlers.
10
Make your NFP annual report a captivating story
Are you personalising 
your storytelling?
The Institute of Chartered Accountants of Australia  
(www.charteredaccountants.com.au) recommends that you provide 
information about what your NFP is trying to achieve, how it 
operates, explanations of activities to achieve these objectives, 
how those activities are funded and basically addressing the 
questions that should be answered above.
But that doesn’t mean it has to be 
the dry, boring document that we 
have so often seen produced. It can 
be a powerful summary of what your 
supporters have made possible. It’s a 
great opportunity to tell your amazing 
story, especially as it relates to achieving 
your mission.
Sound good? After all, we want 
to inspire your supporters.
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