Annual reports are a showcase. They show investors, supporters, and clients – existing and potential, what an organisation has been up to over a 12 month period. You can add suppliers and employees to that list as well.
Not for profit organisations in particular need to be accountable and transparent. The annual report is an important part of their year.
But annual reports don’t have to be dry and boring. In fact they absolutely shouldn’t be dry and boring! The idea is to encourage people to read them. Well you’re not going to do that by boring the pants of an over-worked, time short, chief exec.
The thing to remember is that people are busy. They don’t want to plough their way through stiff, formal copy. It can be serious but it should never be dull.