Is it time to think about your annual report? Yes. Anytime is the time to think about your annual report. Annual reports have evolved from the old black and white list of donors of years gone by. Yet before you even think about how the final product looks, you need to know why you’re putting in all the effort and how it’s going to be used. The annual reports that might go with a solicitation are starting to look like oversized brochures. Some annual reports stay in electrons forever on a web site, and don’t even make it to print. Regardless, a good annual report, like any powerful marketing and fundraising piece, must connect your donors to your mission. So while the number of people served or acres preserved is important, it’s the connection with the people you impact that brings the message home.