In today’s digital age, print annual reports, while informative, often fall short in capturing the full attention of stakeholders. The reality is that few people take the time to read these lengthy documents in detail. Instead, audiences now crave short, consumable content that can be quickly and easily understood.
Nonprofits can maximise impact by incorporating video formats alongside traditional print reports, creating a dynamic duo that meets the needs of a modern, media-savvy audience. Leading organisations such as Ambuja Cement Foundation (ACF), Mobile Creches, SNEHA Mumbai, HDFC Bank and Ineco have harnessed videos as powerful tools to engage stakeholders more effectively.
A New Medium for Engagement
Video annual reports offer an interactive and engaging medium for donors and other stakeholders. Enticing infographics and vibrant imagery can successfully capture donors’ attention.
Take WeTransfer’s video annual report, for instance, which incorporates animation, motion graphics and colourful infographics, amassing over 20,000 views on YouTube. Similarly, UNICEF released a video report in 2023, which drew attention to the need for working on overall welfare of children in Uganda. The video allowed them to connect with the public and garnered 48,000 views on YouTube.
Let us explore how nonprofits can benefit from video annual reports as a supporting pillar for print annual reports:
- Popular Strategy:
In an era of dwindling attention spans, people prefer consuming videos over written content. In 2023, according to Statista, more than three billion people worldwide engaged with video content at least once per month.
Many nonprofits are building on this trend and creating video reports to effectively showcase their work and boost engagement. For instance, Mumbai-based nonprofit SNEHA has been producing annual video reports for the past two years. This has proved to be an effective strategy for their donor engagement and external communication.
Vanessa D’Souza, CEO of SNEHA, says, ‘We have been investing in creating a video annual report to ensure that people read about our work quickly. We have seen that the Click-to-Open Rate (CTR) was 50-60% for a video annual report compared to 20-25% for a print annual report.’ She underlines the effectiveness of video annual reports in conveying their organisation’s achievements in this video here.
- Building Stronger Connections
Video content is crucial for nonprofits, as it fosters a sense of emotional attachment among donors, motivating them to contribute. Additionally, video annual reports can present complex information in a much simpler manner.
- Enhanced Shareability
Video annual reports offer the advantage of easy distribution across multiple platforms. Platforms such as WhatsApp, Instagram, and YouTube help nonprofits engage with a broader audience, enhancing outreach and amplifying impact.
One remarkable example is the 2022 annual video report by L’Oréal Paris. The video garnered a whopping 547,000 views on YouTube, significantly enhancing their reputation among various stakeholders.
- Enhancing Engagement through Visual Storytelling
Video content offers effective engagement and makes it a cornerstone of modern outreach. The Akshaya Patra Foundation exemplifies this by using storytelling to highlight how nutritious meals transform children’s lives in India. In 2022-23, they raised INR 755.57 Cr, owing to contributions from the government and other donors.
Final Thoughts
In the social media age, everyone seeks quick-consumption content. Video annual reports empower nonprofits to communicate their mission effectively and engage stakeholders through compelling visual storytelling. These reports are becoming indispensable for organisations aiming to amplify their impact and connect meaningfully with supporters worldwide.
If you are interested in exploring how a video annual report could benefit your organisation, reach out to us here.
