What to Include in Your Not-for-Profit Annual Report: Telling Your Story of Impact

What to Include in Your Not-for-Profit Annual Report: Telling Your Story of Impact

Your annual report is an opportunity to share your impact – to communicate to your community how your organisation made a difference over the past year. More than a compliance document, it’s a tool for connection: a way to share achievements, build trust, and demonstrate accountability to your supporters, partners, and community.

A well-written annual report combines transparency with storytelling. It highlights the results of your work, presents financial information clearly, and uses meaningful data and real stories to show the outcomes achieved. Whether you’re preparing your first annual report or refreshing your approach, this guide outlines what to include in your not-for-profit annual report and how to communicate it effectively – so that readers not only understand your work, but remember it.

Why Your Annual Report Matters

A strong annual report does more than satisfy reporting requirements. It strengthens confidence in your organisation, builds understanding of your work, and reinforces the trust that underpins ongoing support.

When written well, your report captures both the facts and the story explaining how your resources were used, what was achieved, and how that work continues to create value in your community. It’s your opportunity to show how your organisation is effectively stewarding your resources to achieve your purpose and drive transformative change in the communities you serve.

What to Include in Your Annual Report

Chair or CEO message

Start with a short message that reflects on the year’s highlights. Focus on progress, key achievements, and lessons learned. Avoid technical detail – this is your opportunity to set the tone, acknowledge challenges, and outline what lies ahead.

Keep it to one page or less, written in a conversational yet professional voice.

Overview and strategy

Provide a brief overview of who you are, what you do, and the communities you support. Summarise your strategic priorities and connect them with your achievements.

A simple visual – such as a framework or timeline – can support readers to understand your direction at a glance.

Highlights and Results

This section is the heart of your story. Rather than listing activities, focus on results and outcomes:

• Statistics demonstrate scale (e.g. “Delivered 180 training sessions across six regions”).
• Stories illustrate significance – short case studies or quotes from participants can bring your work to life.

Combine data and storytelling to make your report memorable. Infographics, charts, and images can turn complex results into something instantly engaging and easy to digest.

Key Programs and Initiatives

Your key programs and initiatives are central to your annual report – they demonstrate how your organisation’s resources are being used to address real needs in the community you serve. This section should give readers a clear, evidence-based picture of your work and the outcomes achieved across your main areas of activity.

When preparing this section ensure that you show how each program meets a defined need. Explain the community challenge or gap that your program aims to address, and describe how your approach responds to that need.

Keep this section concise but informative. Readers should come away with a clear sense of how your programs are improving lives and contributing to stronger, more resilient communities.

Governance and Accountability

Outline how your organisation is structured and governed. Include details about your board or committee, key governance decisions, and your approach to managing risk and compliance.

This section builds confidence in how your organisation is run – showing that decisions are made carefully, transparently, and with appropriate oversight.

Financial summary

Financial information is essential to any annual report, but it doesn’t have to be overwhelming. Present clear, summarised statements alongside plain-language explanations of what they mean. Including a financial snapshot is often far more effective than including financial statements in full.

Future direction

Conclude with a short, forward-looking section that outlines priorities for the year ahead. This shows that your organisation is proactive, reflective, and committed to continuous improvement.

Keep it clear and realistic – focusing on what you plan to build on, refine, or explore next year. Include a call to action for your community to continue to engage with the work of your organisation.

How to Communicate Your Story Effectively

• Be selective. Choose statistics and stories that genuinely reflect your results. Focus on quality, not quantity.
• Remember your audience. Keep your audience at front of mind. Whether it be community members, potential new donors, current members, or anyone else – tailor your report to speak to the audience you are seeking to engage.
• Design matters. Use consistent colours, typography, and layout. Ensure the report is easy to read both online and in print.
• Acknowledge people. Take the opportunity to recognise your staff, volunteers, partners, and supporters. Their passion for your cause should be clear in your report.
• Think about accessibility. Include alt-text for images, use readable fonts, and offer digital formats for those who need them.

Common Pitfalls to Avoid

Even experienced Not-for-Profits can overlook details that make a big difference in how their annual report is received. Being mindful of these common pitfalls helps ensure your report is both compliant and engaging.

• Using overly technical or sector-specific language. Clear, inclusive language ensures that anyone – not just those familiar with your field – can understand and connect with your report.
• Underestimating the importance of design. A well-presented report isn’t just about aesthetics. Good layout, structure, and visual hierarchy make it easier for readers to absorb information and appreciate your work.
• Leaving design and proofreading too late. Rushing the final stages often leads to inconsistencies and formatting issues. Build time for review and design early in your reporting timeline.
• Reusing outdated content or templates. Each year brings new results, data, and context. Refreshing both your words and visuals helps maintain credibility and relevance.

Thoughtful planning, clear writing, and accessible design turn your annual report from a compliance task into a communication asset that supports long-term trust and engagement.

Your annual report is more than a record of your year – it’s an opportunity to communicate your story, demonstrate transparency, and build stronger connections with those who support your work. By combining data with storytelling, you create a document that informs, engages, and inspires confidence in your organisation’s future.

When readers finish your report, they should walk away with a clear understanding of your results – and a renewed sense of trust in the impact you deliver.

How The Breakthrough Office Can Assist

At The Breakthrough Office, we understand that preparing your annual report is a significant undertaking – one that requires time, coordination, and attention to detail to achieve a high standard of quality.

Our design team offers competitively priced annual report design services, creating professional, well-structured layouts that clearly communicate your results and leave a lasting impression.

If you’d like to discuss how we can support you with your upcoming annual report design, please reach out to our team.