Nonprofit Annual Reporting: Finding the Right Images

Effective nonprofit impact and annual reporting is all about the inclusion of visual content. Or, including videos, photos, and more in your report.

Why are images so important in annual and impact reporting?

Nonprofit annual and impact reports are most successful when they use storytelling tactics. To explain why visual storytelling is important, let’s take a look at an example.

In the background of this annual report’s CTA is a photo of a beneficiary. When supporters read the text, and consider the CTA, they’re also looking at the photograph. The photograph of the young girl helps create an emotional connection. When readers feel an emotional connection with the cause, they’re more likely to support it.

Now ask yourself—which one would you be more willing to donate to?

The first example, which includes a photo, leads to higher donation conversion. The photo puts a face to the cause and helps create an emotional tie between the reader and the action.

Now that we’ve covered why visual storytelling is important, let’s look at some types of successful images.

Types of successful images for digital reporting 

Action photos. These types of photos show your work in action. Whether it’s a volunteer loading a truck or a donor speaking at a fundraiser, these types of images show movement.

Impact photos. Impact photos are images that show readers the result of your work. Usually, this takes the form of a photo with a beneficiary.

Emotional photos. Like impact photos, emotional images (like the above example) create a connection. They tap into the readers’ core feelings.

Each type of photo is used for different purposes. To determine which photos you should use and for what ask yourself these questions.

Choosing a photo for the cover

• Does this image reinforce our unique branding?
• Does this image convey our mission and goals?
• Is it eye-catching?
• Does it fit with our theme?

Choosing the photo for volunteer recruitment:

• Does it show volunteer happiness?
• Does it show volunteer appreciation?
• Is it inspiring?
• Does it show the benefits of volunteering (networking, friendships, etc.)?

Choosing a photo for donation conversion

• Does it evoke emotion?
• Does it tell a story?
• Is it representative of our program’s initiatives?
• Does it represent our communities and those we serve?
• Does it encourage readers to take action?

Choosing a photo for event participation 

• Does it represent our community ties?
• Does it inspire action?

One of the best ways to create an effective impact or annual report is through Yearly. Check out our free trial today and upload all your best photos and videos right into your digital report.