Get the right eyes on your new report
Written by lauren empson
So you have new data, and you want to share that information with the world!
A report release can be a wonderful way to get eyes on your organization. But, take it from me – as someone who LOVES a good, ole’ fashioned report release – they can be a TON of work.
Before you start putting pen to paper, I want to share a few key questions to ask yourself as you prepare for your own report release.
does the report blend stats and stories?
You may have caught in the introduction that I specifically mentioned your report having “new data”. Original research is an incredibly powerful way to increase your organization’s visibility.
Statistics provide credibility and support to your work. And NEW data is always helpful in that it can either support or refute existing research – both of which can be helpful to others in your field of work.
While stats help get attention, stories help boost understanding. Research shows that stories are remembered up to 22 times more than facts alone, AND stories are easier for readers to process and can foster deeper understanding and connection.
Imagine how powerful your report can be when you combine research (especially new research) with stories that showcase the data in the real world!
2. what visuals would make this pop?
Visuals are critical to help readers understand, retain and recall information. One study found that after three days, people retain only 10-20 percent of written or spoken information, but almost 65 percent of visual information – I find that fascinating!
So, there’s a clear case here to include visuals in your report. But, I’m sure all of us have seen a chart or graph in our day that wasn’t…well, pretty.
There’s a whole host of questions we like to walk through when we kick off any design project with our partners.Here are just a few things to think through when you’re planning your report visuals:
How to make the data clear and easily digestible – charts, graphs, infographics, etc.
Does your organization have imagery of real people and your work on the ground that you can incorporate to make your report that much more tangible?
How to best incorporate your brand.
For example, this report / toolkit combo from our amazing partner, Sojourners, combined early-childhood friendly visuals with *adorable* photos:
3. how public do you want your report to be?
New data is often appealing to reporters, researchers, politicians and other organizations. Yet, today’s political climate has many organizations, especially nonprofits that receive federal funding, rethinking how broadly they want to share their information.
A few follow-up questions you can consider when answering the increasingly difficult question of how “out there” you want to be include:
Is your report about a controversial issue or an issue that could be scrutinized in the near future? If so, are you prepared for that scrutiny?
Do you want your organization to have a strong presence on the issue? Is your organization prepared to do so?
Whose voice will represent your nonprofit and speak to the report findings?
Are their other voices or organizations that you could partner with in your release efforts to lend their take on the report findings?
Once you have answered these foundational questions, you’ll be better positioned to determine how you’d like to release the report – for example, a “quieter” release where you publish your report online versus sharing your report with journalists and hosting a public release event.
4. what additional materials should you consider?
Asking someone to read a multi-page report is a BIG ask. The average human attention span is 8.25 seconds. And with people increasingly overwhelmed, it’s important to grab their attention and interest first, and then lead them to your report findings.
Breaking your report down into smaller, digestible pieces can help you not only share information in small, attention-grabbing snippets, but you can expand the life of your report. There are several types of collateral that go hand-in-hand with a report release, including:
Press Release: to distribute to your stakeholders and journalists
Executive Summary: to share the overarching findings and call to action from your report
One-Pagers: to expand on individual issues and supporting findings from your report, as well as feature real-world stories
Social Media Posts: to share single findings, quotes and storylines from your report; tie your report to current events; and connect your report to other organizations who support your report findings.
Of course there are additional materials to consider, and what you choose and how much you want to share will very much depend on how you answer the question “how out there do you want your report to be?”.
Again, releasing a report can be a TON of work. But when you have data to share that can help kids, families and communities, the work is well-worth the effort. And a report that is well-written, and easily understood, coupled with a strong release plan, can have that impact that you’re hoping to make.
Now go do the thing!
P.S. At Forthright, we want nothing more than to see you succeed. If you have a report coming up, give us a shout – we want to help you get it out in the world!
