Nonprofit annual reports are a major reason why print is not dead. But in recent years, we’ve seen more and more nonprofits creating print and digital versions of their annual reports – or foregoing the printed version entirely and focusing solely on digital.

In this Belief, we cover the perks of a digital annual report and share some examples.

So…why go digital?

1. Interactivity

Creating a web-based version of your annual report offers a range of benefits. For starters, it can be much more engaging. While your printed report is static, your digital report can have interactive features, features smooth animation and be updated over time to include current information on programs, impact and more.

2. Seamless CTAs

A digital annual report can include more seamless calls-to-action (CTAs). For example, links can drive visitors to your organization’s donate page or blog, inviting them to continue their journey.

3. Shareability

It’s far easier to share an annual report that has digital DNA. You can post about it on social media, include a link to it in e-blasts, send it to stakeholders in personalized emails, give it a permanent home on your website – and the list goes on.

4. Measurability

The online nature of a digital annual report empowers you to measure its impact. Using Google Analytics, you can track the behavior of those accessing your digital annual report, including the number of unique visitors and how long they spend interacting with it. Using Hotjar, you can drill a layer deeper to determine what parts of the page get the most clicks and how far users scroll down the page.

5. Expanded Audiences

Last, creating a digital annual report allows you to connect with different, more youthful audiences. No offense to your supporters who read your printed annual from cover to cover. We love them! But a digital annual report helps to connect with younger supporters who may be inspired to make recurring donations.

Should I make a digital annual report?

First thing’s first: start with some research. Visit the websites of your peers to see if they’re creating digital annual reports. Also, talk to your colleagues to gauge whether the audience of your annual report may be compelled to explore a digital version.

If you want to move forward, ask yourself this important question: do we still need a printed version of the report? And if we do, should we print fewer copies and host the printed version via a tool like Issuu, since we’ll be driving more traffic to the digital version?

Last, determine how you can bring the digital report to life. If you traditionally design your printed report in-house, do you have the resources to also make a digital version? If you use an outside agency to design your printed report, can that agency also build the digital version?

Examples of digital annual reports

Below we’ve included examples of four printed annual reports with digital counterparts. We created the first three ourselves. 🚀

Guttmacher Institute

We began this project by creating a streamlined, simplified printed annual report where key details could be easily scanned. The digital annual report brought the same content to life while also linking to key actions, like making a donation and viewing more detailed financial information.

The Fresh Air Fund

Process-wise, we started by designing a digital annual report that used animation and interactivity to make the content more dynamic. We then brought this digital-first look and feel into a printed piece, giving the same content a renewed sense of energy.

VNS Health

For VNS Health – formerly the Visiting Nurse Service of New York – we designed a lengthy printed annual report including impact-rich stories and a lengthy donor list. For the digital annual report, we focused the page’s attention on programs and impact, providing various pathways for visitors to explore the rest of VNS Health’s website.

The Global Foodbanking Network

This is another great example of a content-rich printed and digital annual report. The digital report in particular uses tools like a hamburger menu with anchor links, interactive carousels and charts, and a steady sense of movement to keep the visitor engaged.

To see more trends to keep in mind as your plan for your organization’s next annual report, check out our Belief titled Latest Trends for Nonprofit Annual Reports in 2023.

If you want a hand with your next nonprofit annual report – be it printed, digital or both – we’d love to help out! Feel free to reach out to us.