How to choose a theme for your Annual Report

If you’re reading this – hopefully, you checked out our last post about choosing a theme for your annual report. If not, go back and read it, we’ll still be here when you’re done.

So, now you know choosing a theme for your annual report is the way to get people to READ your annual report — you just need to choose one!

OK BUT HOW!?

Actually choosing a theme for your annual report means you need to look at the big picture of the past year. Working with a designer can help you step back and get the perspective you need.

When I am working with clients to develop a theme, here are some of the questions I ask:

  • What did you accomplish in the last year?
  • What successes do you want to highlight?
  • What do you want to focus on in the year to come?
  • What do you want your donors to know?

What will lead to the most compelling story?

Because a theme is really just a conduit for the story you will tell.

A theme should make the story active, the reader will become a part of the change that occurred in your organization. Focusing on a clear beginning, middle, and end will help your audience feel the change and growth in the organization.

And feelings motivate action.

How do you want your audience to feel? And what do you want them to do? Choose the theme that motivates those actions.

BUT! Remember: a theme doesn’t have to be literal.

You can also think of a theme as a unifying element, and this might mean it doesn’t tell a story in the traditional sense with a beginning, middle and end.

A theme is simply a way to organize the information you are presenting so that people will better understand your organization. A theme can be:

  • a unifying visual element
  • a repeated phrase
  • metrics driven

It’s easy to talk about your work with people who already know and understand what you do, but you have to remember to bring new people into your audience and that means meeting them where they are. A good theme can help you do that.

The right theme will help you connect with your audience both in your annual report and in the rest of your content for the year to come.

Struggling to find a theme for your annual report this year? Make an appointment and let’s talk through it!