Annual reports often get treated like a year-end obligation. The numbers are collected, the photos are added and the finished report is posted online.
Then it sits there.
But an annual report can be much more than a recap. It can give your organization months of content for media outreach, donor communications and social media.
Find the story behind the statistics
The biggest numbers aren’t always the most interesting ones.
Look for changes, trends and challenges. Did requests for veterinary assistance rise? Did your team respond to more cruelty cases? Did a new program help more families keep their animals?
Those findings can support media pitches and help your experts explain larger animal welfare issues.
Personal stories can add context. A rescued animal’s recovery or a volunteer’s experience can show what the data looks like in real life.
The National Council of Nonprofits recommends using annual reports to demonstrate progress, transparency and future goals.
Use the report all year
Don’t release every story at once. Match information from the report with timely opportunities throughout the year.
A wildlife statistic might connect with migration season. Intake numbers could support a story about overcrowded shelters. Rising veterinary costs could lead to expert commentary about access to care.
Annual report content can also become social posts, donor emails, website articles, fact sheets and talking points for interviews.
A strong animal foundation public relations strategy helps ensure your organization’s best stories don’t get buried inside a PDF.
Orange Orchard helps animal welfare organizations turn their work into stories that reach supporters, reporters and community leaders. Call (865) 977-1973 or contact Orange Orchard to learn more.