Annual Reports vs. Impact Reports: What They Are, How To Present Them, And How They Help You Get Funding
- Johnny Tijerina
- 4 days ago
- 5 min read
Annual reports and impact reports are like two siblings in the same family: related, but with very different personalities. One leans toward compliance and financials, the other toward storytelling and emotion. You need both if you want to keep your funders informed, inspired, and ready to invest again.
What Is An Annual Report?
An annual report is your official “year in review.”
Typically it:
Covers an entire fiscal year
Includes audited or summarized financials
Highlights major programs, milestones, and organizational updates
Is often required by boards, large funders, or regulators
Think of it as your organization’s financial and operational snapshot. It proves you are responsible, credible, and worthy of trust.
Annual reports usually include:
Letter from the CEO or Executive Director
Mission, vision, and values
Key achievements and statistics
Program overviews
Financial statements or summaries
Donor acknowledgments
This is the report that shows, “We said we would do X with your money. Here is how we did it.”
What Is An Impact Report?
An impact report zooms in on the results.
Instead of focusing on everything that happened in a year, it focuses on what changed because of your work.
It typically includes:
Stories from participants, clients, or communities
Before and after comparisons
Outcome metrics, not just activity metrics
Quotes, photos, and real-world examples
Call to action for continued or increased support
While an annual report might say:
“We served 1,250 families with financial coaching.”
An impact report says:
“78% of families who completed our coaching increased their savings, reduced debt, or improved their credit score.”
Impact reports answer the question funders actually care about:What difference did my money make?
Annual Report vs. Impact Report: Key Differences
Aspect | Annual Report | Impact Report |
Primary purpose | Accountability and transparency | Storytelling and demonstrating outcomes |
Main audience | Board, regulators, major funders | Donors, sponsors, partners, general public |
Focus | Operations, finances, programs | Results, lives changed, long-term outcomes |
Tone | Formal, comprehensive | Emotional, narrative, persuasive |
Frequency | Usually once a year | Annual, campaign-based, or tied to initiatives |
Many organizations do both:
An annual report to show stewardship.
An impact report to inspire ongoing and future funding.
It isn't an Annual report vs. Impact report; They work together.
Different Ways To Present Your Reports
The same content can live in different formats. Here are three powerful ways to present annual and impact reports and how each can help with funding.
1. Printed Report
Printed reports still have a lot of power, especially in these situations:
Board meetings and retreats
Major donor visits
Foundation site visits
Conferences and events
A well-designed printed report feels tangible and intentional. It tells a donor, “You matter enough that we put this in your hands.”
How a printed report helps you get funding:
Leave-behind during donor meetings
Hand it to a potential donor after a meeting. It reinforces your conversation and keeps your organization top of mind.
Board engagement Boards are often your best ambassadors. A printed report gives them a tool they can share with their networks.
Foundation and corporate credibility Funders often want to see that you track your work and communicate it clearly. A polished print piece signals professionalism and capacity.
Tips for print reports:
Use strong visuals: photos, charts, infographics
Keep text scannable with headings and callouts
Include a clear “What’s next” page with:
Ways to give
Sponsorship opportunities
Contact info for development staff
2. Digital / Landing Page Report
A digital annual or impact report can be a dedicated landing page or mini site. This format is flexible, shareable, and measurable.
Why landing page reports are powerful:
Easy to share in emails, newsletters, and social media
Trackable with analytics (who’s visiting, where they came from, what they clicked)
Can include interactive elements, video embeds, and downloadable PDFs
Easy to update if something changes
How a landing page helps you get funding:
Donor journeys from email You can send a campaign email with a button that says “See the impact you made this year” and drive donors straight to an impact landing page with a donate button at the end.
Grant applications and LOIs Include a link to your report in your proposals to show outcomes and organizational maturity.
Corporate and sponsor pitches A sponsor wants exposure and alignment with impact. A digital report can highlight sponsor logos, partnerships, and impact metrics they helped create.
Key elements for a digital report page:
Hero section with a strong headline and key stat
Short intro from leadership
Key metrics in bold, visual blocks
2–4 strong stories of real people or businesses
Embedded video if available
Call to action:
“Become a monthly donor”
“Download the full report”
“Schedule a conversation with our development team”
3. Video Report (Annual or Impact)
A video report turns your numbers and stories into a narrative experience your audience can watch and feel.
This could be:
A 3–5 minute annual impact video
A short series of mini impact stories
An animated video that explains outcomes in a simple way
Video is ideal for:
Events and galas
Social media
Donor presentations
Landing pages and email campaigns
How video reports help you get funding:
At events Play a compelling impact video before the ask at your gala or fundraising breakfast. It sets the emotional tone and helps the audience connect with your mission before you talk about money.
With major donors Video can open a meeting. “Before we talk about next year’s gift, we would love to show you what you made possible.”
Online campaigns Cut your main video into shorter social clips to drive people to your donate page or to your full impact report.
What to include in a video report:
A clear opening statement about the problem you address
A face: a client, partner, or community member
A few key results or stats on screen
Brief leadership voice or narration
A closing call to action: “Here is how you can be part of what comes next.”
How To Use Each Format Together For Maximum Funding
You do not have to choose just one. The best strategy is to use each format where it is strongest. Here is one simple combo:
Create the core content Start with the data, stories, and outcomes you want to highlight.
Design a short printed piece A 8–12 page printed summary for board, major donors, and in-person meetings.
Build a digital impact landing page Expand the content, add interactive elements, links, and a clear “Donate” or “Partner with us” call to action.
Produce a 2–4 minute impact video Use it at events, embed on the landing page, and cut shorter social versions.
Tie everything to specific funding goals
Highlight funding needs for next year’s programs.
Create a “Because of you, next year we can…” section.
Include giving levels or sponsorship tiers.
Turning Reports Into Revenue, Not Just Paper
At the end of the day, annual reports and impact reports are not just about checking a box. They are powerful tools for:
Showing stewardship of donor dollars
Demonstrating real-world change
Building trust with new funders
Inspiring current supporters to increase their giving
Used well, your reports become part of your fundraising system: something you reference in meetings, link in emails, play at events, and showcase on your website.
If you approach them with a funding mindset, every page, every frame, and every section whispers the same message:
“Your support matters. Here is the proof. Here is what we can do together next.”