Best Nonprofit Annual Report Example: WWF

What is WWF?

The World Wide Fund for Nature Inc. (WWF) is a globally recognized nonprofit organization. From habitat restoration to sustainability advocacy, WWF is the leader in conservation.

WWF is a huge organization. That means they have lots of information to communicate in their annual reporting. With several initiatives, this organization has a lot of ground to cover in just a few pages. Plus, they needed to write their annual report for many stakeholders. Including donors of WWF, partners, volunteers, staff members, and more.

And of course, like any great annual report, WWF needs to build a connection with its readers. This connection is key for relationship-building with stakeholders.

WWF’s annual report

To do this, WWF created an interactive digital report. Instead of creating a paper report, WWF chose a web-based platform. In doing so, any stakeholder can read, share, and interact with the report. All right from their phone or computer.

To create such a stellar annual report, WWF used some amazing storytelling tactics:

Theme

One of the most important parts of any digital report is creating the theme. A theme of an annual report helps readers to understand your organization’s story. And connect with it. WWF’s theme—Bold, Ambitious, and Visionary—sets the tone for the rest of the annual report. It excites readers, pulls them into the story, and inspires them to keep reading.

Brand style guide

Nonprofit branding is crucial. WWF, like other successful organizations, knows a thing or two about it. In its annual report, WWF uses its unique style guide throughout their report. Using its iconic colors and fonts, WWF reminds readers of its unique brand.

Real imagery

Though some annual reports use stock photography, WWF used authentic photographs. Their high-quality images of animals, volunteers, and partners create transparency and trust. Plus, the images are great for building an emotional connection with readers, too.

Videos

Like photos, WWF’s inclusion of videos is an expert way to communicate impact. Instead of listing metrics and statistics, their videos help readers to better understand their mission and goals. Plus, as most nonprofits know, video is one of the best ways to create an emotional connection, too.

Links

WWF had a lot of information to share. Instead of including everything within the report, it’s important to focus on ease of reading. By including links to websites and further information, WWF was able to keep their reporting scannable. All without sacrificing quality.

Infographics

Data visualization is essential for communicating impact. WWF was able to condense complicated information into easy-to-read charts.

Maps and illustrations

Though these elements aren’t necessary, WWF included lots of illustrations and even maps. In doing so, they engage the reader and keep them entertained.

The result

WWF’s standout annual report is a great example of visual storytelling in action. Using graphics, video, photos, and more, they were able to communicate their findings, and their mission. And, with pizazz. Unlike other reports that are often dry, and text-book-like, WWF’s report brings readers right into the action. To check out the entire thing, click here!