Getting Started with Annual Reports

Who is your audience for your Annual Report?

Once you are clear on WHY you’re creating an annual report, you need to identify your key audience. You may have a number of potential audiences for your annual report, but it’s important to determine who you are targeting. After all, you want to be sure you include the information this audience is looking for in a voice that resonates with them.

Like your reason for producing an annual report, your audience is dependent on the nature of your organization. For example …

For many non-profits and charities, your key audience(s) might include:

  • Donors and prospective donors
  • Funders
  • Volunteers
  • Partners/Sponsors

For associations, clubs and other membership organizations your key audience(s) would likely include:

  • Members and prospective members
  • Volunteers
  • Partners/Sponsors

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Getting Started with Annual Reports by Wild Apricot is licensed under a Creative Commons Attribution-NonCommercial-NoDerivs 3.0 Unported License. Based on a work at

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