How & Why to Write Annual Report Themes – Yearly

Did you read our annual report ultimate checklist? If so, you know that one of the fundamental parts of creating your report is first identifying the annual report theme.

In this blog, we’ll discuss exactly what a theme is, why it’s important, how to create one, and how to integrate it into your digital report.

What is an annual report theme? 

Using a theme is one of the best ways to make your annual report a killer marketing tool. It makes your report more than a document of metrics and dense information. In essence, a theme provides a backbone for the entirety of your annual report. It provides a structure from start to finish and allows each piece of information within it to relate to one larger, central story. A well-thought-out theme helps you, your team, and your supporters rally around one central idea.

Examples of themes:

• Perseverance
• Community
• Endurance
• Empathy
• Progress

Why is an annual report theme important?

Like any good story, a theme helps readers understand a message. Much is the same with an annual report. Without one, the information in your annual report won’t feel cohesive, or part of a larger narrative. Without one, readers won’t feel like they’re reading a story. Instead, they’ll feel like they’re reading a textbook or a boring financial report.

Aside from cohesion, developing a theme is crucial for many reasons:

Themes help tell a story

As we’ve discussed, one of the biggest benefits of creating a theme for your annual report is to help tell a story. If supporters feel they’re reading a story—with a “plot,” characters, goals, and more—they’ll be much more interested.

Themes humanize your brand

When readers and supporters can connect with the story you’re trying to tell, and the players involved, they’ll feel more driven to contribute. A theme helps readers build a human connection with your goals and feel involved with them.

Themes help deliver an impactful message

Without a theme, context, testimonials, and other marketing techniques do little to deliver impact. A theme unites all these elements. When readers can see the connection between initiatives and results, and your mission, they’ll feel inspired.

Themes help you and your readers stay on track

When preparing an annual report, nonprofits often have a hard time deciding what information to include. When you have a theme, this preparation becomes a lot easier. A theme gives you and your staff a framework for compiling information. Include details that contribute to the story. Exclude details that do not.

For your readers, a theme allows them to stay focused, too. Instead of scrolling through your annual report without direction, they’ll feel guided through each section.

Themes help affirm your brand

A theme is a great opportunity to reinforce your brand and help you stand out from competitors. It allows you to showcase your values and mission in a creative, innovative way.

Themes help differentiate your report from years past

An annual report theme allows your organization to produce refreshing content year after year. Sure, some elements in your reporting can be replicated, but the theme should not. Readers should feel that they’re picking up a new story from your charity every year. Not an old book they’ve read before.

How to create an annual report theme 

One of the hardest parts about annual reporting is how to decide on a theme. So much can happen in a year, leaving nonprofits feeling overwhelmed with information. To define a theme, nonprofits should consider the following questions:

Who are you as a brand and organization? What are your values?

What were some of the biggest challenges you faced?

Once you and your team have discussed the answers to these questions, make a list of all the commonalities. What does each of these components have in common? Do they all reflect one core value? One overarching set of beliefs?

For a more visual strategy, consider creating a venn diagram to help you find your theme. Each circle should represent a different part of your work—your impact, your stakeholders, topical events, etc. Where does each circle overlap? How does your impact relate to topical events? Your stakeholders?

After combing through your answers, a theme will emerge.

7 ways to integrate your theme into your annual report

Now that you’ve decided on theme, it’s time to figure out how to integrate that theme into the report.

If you’re using digital report software, incorporating your theme should be simple.

1. Consistent colors, fonts, and formatting throughout

Themes are all about cohesion. That’s why all your fonts and colors should be consistent throughout. Readers shouldn’t be distracted by wonky formatting or mismatched fonts.

2. Clear ties to mission and values

Connect your theme back to your organization’s foundational missions and values. Let readers know how this year, and your accomplishments, all relate to your story. 

3. Images and videos that reinforce your story

One of the best ways to reinforce your theme is through visual storytelling. Insert videos of volunteers at work or beneficiaries. Consider adding photos that highlight your progress or your struggles. In each, focus on evoking emotion.

4. Data visualization to help readers understand your story and theme

Annual reports include financial information. To contextualize that information, nonprofits should use data visualization. A pie or line graph, with easy-to-read titles, will help readers understand exactly how their money contributed to your story.

5. Letter from leadership that speaks to these themes

Fundamental to an annual report is an introductory letter from leadership. This letter acts as a preface to the report, welcoming readers into the story. This letter is a great opportunity to allude to or even explicitly mention your theme.

6. Quotes and testimonials from stakeholders and beneficiaries.

Identify testimonials and quotes from your community that speak to your theme. Consider how they continued to your story or benefitted from your goals.

7. Careful selection of cover image

One of the easiest ways to convey a theme is by selecting an appropriate cover image. Like the cover of a book, your cover images immediately helps tell readers what story they’re about to read.