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4StepstoCreatingStellarInfographicAnnualReports

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4StepstoCreatingStellar
InfographicAnnualReports
July30,2014byTravisHobbs

Manynonprofitspublishannualreportsto
communicatekeyaccomplishmentsanddata
pointstodonors,volunteersandboardmembersfromoneyearto
thenext.Butthetimeandenergytypicallyinvolvedinthecreationof
thesereportsoftenfaroutweighstheirbenefit.

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AsKiviLerouxMiller,presidentofNonprofitMarketingGuide,
explains,Nonprofitsareinvestingwaytoomuchtime,energyand
moneyintolong,printedreportsthatnooneintheirrightmindwill
read.

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SoftwareAdviceistheleadingproviderofdetailed
reviews,comparisons,andresearchforsoftwarebuyers.

PopularSoftwareGuides
NonprofitManagement
Fundraising
VolunteerManagement

Tosolvethisproblem,someorganizationsareabandoningthetraditionalwritten
annualreportformatinfavorofinfographics,whichconveyrelevantinformation
inamoreuniqueandimpactfulway.Whendoneright,infographicscanhelp
yourorganizationcommunicatebetterwithwhatAeriWittenbourgh,
communicationsofficeratConcernWorldwide,referstoasanincreasingly
visualliteratedonorpopulation.

NonprofitCRM
FundAccounting

Wespokewithnonprofitandmarketingexpertstolearnhowyourorganization
cancreateinformative,effectivenonprofitinfographicannualreportsthathelp
retainexistingdonorsandencouragenewonestocontribute.Herearefourkey
stepstofollow.

Focuson2or3ImportantDataPoints
Traditionalannualreportsarelengthywrittendocumentsthatcandrowna
readerininformation.Assuch,nonprofitsthatswitchtoaninfographicformat
areoftentemptedtocrameverypieceofdatafromthetraditionalreportinto
theirinfographic.
Theresatendencytotrytorepresenteverydepartmentwithintheorganization,
butyoushouldreallyshareonlytwoorthreegoodpiecesofdatatotellastory,
saysZachHochstadt,foundingpartnerofthenonprofitmarketingfirmMission
Minded.
Onlyessentialdatashouldmakeitintotheinfographic,continuesMazarine
Treyz,founderofWildWomanFundraising.Peoplejustwanttoseetheoverall
impactandwherethemoneywent.
Inordertodistillyournonprofitsdataintojustafewkeyfigurestoinclude,
considerthefollowingthreequestions:
1.Whoareweasanorganization?
2.Whosouraudience?
3.Whatstorydowewanttotellouraudience?
Understandingyouraudienceiskey,ourexpertssay,becausedifferentdonor
constituenciesoftenvaluedifferentinformation.Forexample,informationabout
thefinancialhealthofyourorganization(e.g.yourGuideStarrating)mightbe
moreimportanttohighlightthandataabouttheimpactyourehavingona
certainpopulation.

http://ablealtruist.softwareadvice.com/4stepstocreatinginfographicannualreports0714/

Survey:DoRatings
FromWatchdog
GroupsImpactGiving
Decisions?
HowInvisiblePeople
UsesYouTubeto
IncreaseDonor
Awareness
Survey:What
MotivatesPeopleto
BecomeRepeat
Volunteers?
Survey:HowDo
NonprofitsMeasure
VolunteerImpact?

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4StepstoCreatingStellarInfographicAnnualReports

TheNewYorkPublicLibrarys(NYPL)2012annualreportinfographicisastellar
exampleofusingselectinformationtobuildacompellingnarrativethat
communicatestherightmessagetoitsaudience.Twocrucialpiecesofdata(18
milliontotallibraryvisitsin2012andanincreaseintotalvisitsof12percent
from2008)arefeaturedprominentlytotellthestoryofanorganizationserving
morepeoplethaneverinrecenthistory.

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4StepstoCreatingStellarInfographicAnnualReports

TheNewYorkPublicLibrarys2012annualreportinfographic,createdby
RichertSchnorr
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4StepstoCreatingStellarInfographicAnnualReports

NYPLemphasizesthesetwokeypiecesofdatabymakingthemlargerthanthe
restofthetextandplacingthemnearthetopoftheinfographic.Theadditional
dataincludedbelow,includingtheincreaseinvisitorsovertimeandthe
distributionofvisitorsamongdifferentlocations,providesaddedcontextto
supportthemaindatapoints.

TellaPersonalStorytoCommunicateImpact
Eventhoughinfographicsareoftenusedtoillustratedatapoints,neglectingto
addmorepersonaldetailsofthepeople,communitiesorpopulationsyour
nonprofitreachescanlessentheirimpact.Tothisend,ourexpertsrecommend
communicatingastorythathighlightsthesuccessofyourorganizationwhile
appealingtothecaresandconcernsofdonors.
Peoplegivewiththeirhearts,nottheirminds,Treyzexplains.Storiesare
muchmoreemotionallycompellingthannumbers.Usingphotographstotellthe
narrativeofaparticularpersonyournonprofithelped,forexample,canbea
highlyeffectivetactic.
TakeStudentAdvocacys20122013annualreport,whichblendsdataonthe
nonprofitsimpactandefficiencywithaphotoofMichael,ayoungboythe
organizationwasabletohelpthroughitsprogram.
TotherightofMichaelsphoto,theinfographicprovidesspecificdetailsabouthis
personalchallenges(disciplinaryissuesinschool),howtheorganizationwas
abletohelp(gettingMichaelenrolledinspecialneedsclasses)andtheresulting
success(nodisciplinaryissuessince).
Whilethistextisclearlyvisibleandeasytoread,StudentAdvocacykeepsthe
focusonthemorepersonal,humanaspectofitsmissionbyensuringthat
Michaelsphotoisthelargestvisualelementinthereportandclearlydisplaying
hisnamenexttohispicture.

StudentAdvocacys20122013annualreport,createdbySusannahHainley
Morethananythingelse,donorsrespondtothephotographsofchildrenthatwe
help,explainsLisaSyron,StudentAdvocacysexecutivedirector.Eventhough
weusetheinfographicformat,westillincludethosestoriesofthechildrenthat
wontchangeinthefuture.

AlignWithYourExistingDesignElements
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4StepstoCreatingStellarInfographicAnnualReports

Ifyournonprofithasawebsiteoranyotherrecentpublications,youvealready
startedtodevelopavisualbrand.Thestrongvisualimpactofaninfographic
annualreportpresentsavaluableopportunitytoreinforcethisbrandbyusing
similardesignelementstopresentacohesivelookandfeel.
Theresareasonadagenciestalkintermsofimpressions:ittakesacertain
numberofimpressionsbeforethemessagesinksintoapersonsmind,
Hochstadtsays.IfeachoftheimpressionsIgetfromanonprofitisdifferent,
theirbrandisnevergoingtosinkin.
Assuch,consistentuseofvisualsiskeytoensuringthatpeoplewhoviewyour
infographicassociateitwithyourorganization.Inadditiontoincreasingthe
likelihoodthatpeoplewillrememberyourorganization,italsobolsters
trustworthiness,Hochstadtsays.
Ifanorganizationisinconsistentinitsvisuals,itunderminestheorganizations
credibilityyourinfographicshouldlooklikeyourwebsiteandanybrochuresor
postersthatyouvepublished,heexplains.Inconsistentvisualsgivereaders
theimpressionthatanonprofitisaflybynightoperationrunbypeoplemaking
arbitrarydecisions.
RubyJohnsoniscocoordinatorofFRIDATheYoungFeministFund,which
encouragestheparticipationandleadershipofyoungfeministactivists.To
createtheorganizations2013infographicannualreport,Johnsonworkedwith
theinformationconsultantnonprofittheTacticalTechnologyCollective(TTC).
LucindaLinehan,studiomanagerforTTCsinternalcreativeagency,Tactical
Studios,saysFRIDAwantedtomaintainasimilardesignfeeltoFRIDAs
websiteandothermaterials:ahomemade,crafted,friendlyandslightlyquirky
look.
Todothis,TTCborroweddesignelementssuchasFRIDAspinkandorange
huesandtypefacesthatmimichandwrittenletterstoevokeamorehandcrafted
feel.

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FRIDAswebsite

FRIDAs2013infographicannualreport,createdbyTTC
FRIDAsmascot,asongbird,appearsatthetopofthenonprofitshomepage,so
TTCmadesuretoincludesongbirdsprominentlyintheinfographicaswell.
Finally,photosofyoungwomenactivistsfromaroundtheworldappear
prominentlyontheorganizationshomepage,aswellastheinfographic,helping
reinforceFRIDAscommitmenttosupportingwomensrightsadvocacygroups
worldwide.

HireaDesignerWithRelevantPriorExperience
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4StepstoCreatingStellarInfographicAnnualReports

Havingaclearplanforhowyouwantyourinfographicannualreporttolookis
onlyhalfthechallenge.Unlessyouhavetheinhouseexpertisetodothedesign
workyourself,chancesareyoullhavetohireagraphicdesignertocompleteit
foryou.
Tomakesureyourinfographicturnsoutsuccessfully,youfirsthavetobe
confidentthatyouvechosentherightprofessionalforthejob,andthatthey
haveaclearunderstandingofthevisualelementsandmessageyouwantto
include.Formanynonprofits,however,itsdifficulttoknowhowtochoose
someonewiththerightskills.
Forthisreason,CarlAtiyaSwanson,directorofmovementbuildingfor
SpringboardfortheArts,adviseschoosingagraphicdesignerwhohas
producedaninfographicthatyoulikeandwantyourownreporttolooklike.
Knowingthattheyvecompletedasimilarprojectinthepast,hesays,willhelp
ensurethattheyreabletocompleteyourprojecttoyoursatisfaction.
Onceyouvechosenadesignertoworkwith,discusstheprojectextensively
withthemtomakesuretheyclearlyunderstandwhatthefinalproductshould
looklike.Thisconversationshouldideallyoccurinperson,withallkey
stakeholdersinattendance,toensureclearcommunicationfromtheverystart.
JohnsonsaysthatFRIDAsinfographicproductionprocessinvolvedstaff
membersinMexicoandCambodiaanddesignprofessionalsintheUnited
KingdomandGermany.Assuch,communicationbetweencollaborators
occurredprimarilythroughSkypeandemail.
ThegloballyinclusiveprocessfitFRIDAsidentityandmadetheinfographic
unique,Johnsonsays.However,ifwedbeenabletomeetinpersonwiththe
designteam,itmayhavesavedusasignificantamountoftimeonrevisionsand
backandforth.
Whetherornotyoureabletomeetwithyourdesignerfacetoface,Swanson
stressestheimportanceofsupplyingthemwitheverythingtheyneedtoget
started.Youwanttobeasarticulateaspossibleaboutwhatyouwant,he
explains.
Forthebestoutcome,provideyourdesignerwiththefollowing:
Asampleinfographicannualreportyouwanttomodelyoursafter
Links/printoutsofyourwebsiteandallrecentbrochures,postersandother
publishedmaterials
Thetwoorthreedataelementstheinfographicwillbebuiltaround
Anyadditionaldata,photos,mockupsofvisualelements,etc.youwantto
includeand,
Howreaderswillaccessyourreport,e.g.viasmartphone,tablet,PC,etc.
SwansonsaysSpringboardfortheArtschosetheirdesigner,FontloveStudios
ElanaWolowitzSchwartzman,becausetheorganizationwanteditsinfographic
annualreporttoresembleaninfographicSchwartzmanhadproducedforthe
CommonRootsCafe.
Thischoiceenabledthenonprofittopublishaninfographicannualreportthat
sharedmanyvisualelementswiththecafesinfographic.Theseelements
include:
Amapoftheregionserved
Iconsrepresentingservicesprovided
Adonutchart
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Mixedcursiveandsansserifprinttypefacesand
Ablue,orangeandwhitecolorscheme.

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The2013SpringboardfortheArtsannualreport(top,createdbyFontlove
StudiosElanaWolowitzSchwartzman)utilizesmanydesignelementsfromthe
CommonRootsCafesseventhanniversaryinfographic(bottom)

DIYDesign:TipsIfYouCantAffordaDesigner
Theinitialcostofhiringadesignercantemptnonprofitstorelyoninternaltalent
fordesignwork,buttaskinganamateurdesignerwithaprofessionaljobislikely
tocostmoreinthelongrunbothintermsoftimeandmoney.Ifyourbudget
doesntallowforhiringoutsidehelp,however,makesureyourinhousetalent
followsthesethreedesignbestpracticesforoptimalresults:
Onlyusetwotothreecolors.Nonprofitsarealwaystemptedtouseatrillion
colors,anditlooksamateurish,Treyzexplains.Ifyoudonthavedistinctive
colorsassociatedwithyourorganizationsbrand,freeltoolssuchasColorZilla
canhelpyouchoosetheonesyouwanttouse.
Choosefontsthatmatchtheimageyouwanttoconvey.TheNYPLexample
aboveusedabold,sansseriftypefacetoconveyrespectability,whileFRIDA
usedcursivetoreinforcethenonprofitsgrassrootsimage.Regardlessofyour
nonprofitsbrand,makesureyoupickafontthatmatchesit.
Nonprofitswithoutanestablishedbrandfontcanborrowcredibilityfrom
Americasnewspublications.Peopletendtotrustthefontstypicallyusedin
Americannewspapers,Treyzsays.TimesNewRomanisokay,Poynteris
goodandGothamisreallytrusted.
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Ensuredatalooksprofessional.OneoftheworstmistakesIseenonprofits
makeintheirannualreportsistoincludeExcelspreadsheetsthatarent
formatted,Treyzsays.Theymightevenhavemultiple,randomfontsinthem
leftoverfromcuttingandpastingdata.
Nonprofitsthatlackaprofessionaldesignertotransformdataintocleanvisuals
canusefreetoolssuchasInfogr.amandCanvatoturnExceldatainto
professionallookinginfographics.

TheTakeaway
Aninfographicannualreportcanenhanceyournonprofitsemotionalconnection
withdonorsandpowerfullyreinforceyournonprofitsbrandimagewhileclearly
communicatingkeydatapointstodonors,volunteersandboardmembers.
Bychoosingtherightfewpiecesofdatatobuildyourreportaround,using
photostoconveythepersonalimpactyourorganizationhasandworking
effectivelywithanexperienceddesigner,youtoocancreateastellarinfographic
thatmaximizestheimpactofyourannualreport.
SpecialthankstoSarahBaker,creativedirectoratNewOrganizingInstitute,
andEdKenney,communicationsofficeratConcernWorldwide.

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