Why you should print your Annual Report
Written by katie test davis
Nothing makes my stationary-loving self happier than getting to exclaim to you: PRINT IS BACK, BABY.
For nearly a decade, foundations and nonprofits have scaled back on their print projects. We saw online annual reports become more and more popular, Paperless Post took over for event invitations and trifold brochures morphed into digital Flipsnacks.
But our collective digital fatigue is showing, and I, personally, could not be more thrilled. Marketers are coining it the “Print Renaissance”. This means we’re headed into an era of amazing, tactile and memorable printed pieces.
So what does this mean for you? It means that you should consider which of your 2024 materials should be printed, and we recommend starting with your Annual Report.
Why print your annual report?
While I’ve always been a print nerd and have really loved print products (you should have seen my wedding invitations), there’s some important data for communicators to pay attention to.
According to 2023 research from CompariTech, the average American spends 7 hours and 4 minutes staring at a screen per day. No wonder we’re craving experiences and interactions.
By focusing your Annual Report on creating what the industry calls “tactile experiences,” you’re allowing your supporters, colleagues, donors and peers to engage with your brand in a unique way.
That emotional connection is important because it helps with how your supporters see you, and perceive your value.
Take this Annual Report from foster care focused nonprofit The Hope Center. Supporters can easily see what the nonprofit focuses on, and the way the pages are stacked really invites you into the report. A positive experience like this one also builds trust.
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What type of printing should we consider?
Well, first, I’d consider taking a trip to your local print shop. Printers typically keep samples of what their clients are doing with print, and I LOVE getting inspiration from browsing other people’s work.
You will also get to know what the print shop is capable of and what they specialize in. I’ve found that local printers are pretty price-competitive with some of the big online printers if you make a good connection with them.
Another benefit of taking a trip to your print shop is picking out paper. Paper comes in different finishes (so, glossy, uncoated, etc.) and weights (how thick the paper is). If you’re a brand nerd like me, you know that paper types can say so much about your brand. A glossy slick paper can convey modern and forward-looking, where an uncoated paper can convey steadiness and groundedness.
What trends should I pay attention to?
Well, there are a few bells and whistles that can really help your printed Annual Report stand out.
My favorites are:
Die cuts: You can strategically cut shapes in your cover, or on your inside pages, to help viewers get a peek at what is inside the report, and invite them in. Here’s what The Hope Center did with another year’s annual report. Isn’t the door die cut perfect?
Embellishments: Textures, such as layered ink, clear overlays or even frosted or strategic coating can emphasize important things for your readers. Here’s an example from the most recent annual report we produced in partnership with our client, ChildTrust Foundation, where we layered clear ink to create a raised line texture for the cover design.
Non-traditional sizes: We’ve seen some nifty reports cut into different shapes – like the house we shared above – for our clients who focus on housing. In the most recent annual report we produced for ChildTrust Foundation, we recommended internal half-sheets to help quotes and statistics pop off the page. (Literally!)
Fold outs: Your entire report could accordion out to convey a lengthy timeline or accomplishments, or you could have internal fold-out pages that highlight your financials or list your donors.
By having your audiences interact with your brand – flipping through pages and touching your work – you’re creating an emotional connection that just can’t happen in the digital world. That’s why in 2024, we recommend that our clients consider printing their collateral.
I can’t wait to see what you do with your next annual report! (And viva la print!)
