Comments on: In the Red Last FY? What to Put in Your Annual Report http://www.nonprofitmarketingguide.com/blog/2009/07/02/in-the-red-last-fy-what-to-put-in-your-annual-report/ Written for do-it-yourself nonprofit marketers and one-person nonprofit communications departments. Thu, 09 Feb 2012 08:40:35 +0000 hourly 1 http://wordpress.org/?v=3.1 By: Christine Poremski http://www.nonprofitmarketingguide.com/blog/2009/07/02/in-the-red-last-fy-what-to-put-in-your-annual-report/comment-page-1/#comment-107231 Christine Poremski Mon, 06 Jul 2009 16:50:34 +0000 http://www.nonprofitmarketingguide.com/blog/?p=1557#comment-107231 Thanks so much for sharing this. Sometimes our intstinct is to hide the bad news, but let's face it, a savvy donor can easily find the information themselves. We are facing this very issue right now, and I think there are some positive aspects (% of donation that goes to services, new leadership, etc.) that we can play up. A mixed donor update is better than no donor update. Thanks so much for sharing this. Sometimes our intstinct is to hide the bad news, but let’s face it, a savvy donor can easily find the information themselves. We are facing this very issue right now, and I think there are some positive aspects (% of donation that goes to services, new leadership, etc.) that we can play up. A mixed donor update is better than no donor update.

]]> By: Tamsen McMahon http://www.nonprofitmarketingguide.com/blog/2009/07/02/in-the-red-last-fy-what-to-put-in-your-annual-report/comment-page-1/#comment-106933 Tamsen McMahon Thu, 02 Jul 2009 18:12:01 +0000 http://www.nonprofitmarketingguide.com/blog/?p=1557#comment-106933 I completely agree that you need to be open and honest with your supporters about all aspects of your organization--even the fact that you're running a deficit (particularly if, as you suggest, you explain why). What struck me about Lane's question, though, was that--if I understood correctly--her organization had never produced an annual report before this year. So, I'm guessing the desire to produce an annual report stems from what appears to be a 10-year anniversary, and it sounds as if her organization is looking for a way to mark and celebrate that. The trouble comes in, though, with the fact that annual reports include financial information--and I agree that financials that show a deficit might undercut a celebratory message. Ultimately it comes down to figuring out what you're trying to achieve through your communications and THEN figuring out the right vehicle for it. If TAILs wants to celebrate their 10-year anniversary, they should--and should determine what's the best event / brochure / letter, etc. to do that (but don't call it an annual report if it doesn't include financials). If TAILS *also* wants to establish a transparent relationship with their donors around their financial status, then they should figure out the best vehicle for that (a separate report, a cover letter to the anniversary piece, a quarterly "financial bulletin," etc.). I completely agree that you need to be open and honest with your supporters about all aspects of your organization–even the fact that you’re running a deficit (particularly if, as you suggest, you explain why).

What struck me about Lane’s question, though, was that–if I understood correctly–her organization had never produced an annual report before this year. So, I’m guessing the desire to produce an annual report stems from what appears to be a 10-year anniversary, and it sounds as if her organization is looking for a way to mark and celebrate that.

The trouble comes in, though, with the fact that annual reports include financial information–and I agree that financials that show a deficit might undercut a celebratory message.

Ultimately it comes down to figuring out what you’re trying to achieve through your communications and THEN figuring out the right vehicle for it. If TAILs wants to celebrate their 10-year anniversary, they should–and should determine what’s the best event / brochure / letter, etc. to do that (but don’t call it an annual report if it doesn’t include financials). If TAILS *also* wants to establish a transparent relationship with their donors around their financial status, then they should figure out the best vehicle for that (a separate report, a cover letter to the anniversary piece, a quarterly “financial bulletin,” etc.).

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