Your annual report is one of your nonprofit's most important communication tools. It tells your story, demonstrates impact, and builds trust with donors, board members, and stakeholders. But as you plan your next report, you're facing a fundamental question: should you print it, publish it digitally, or do both? The answer isn't one-size-fits-all. The right format depends on your audience, budget, organizational goals, and the story you're trying to tell. Here's how to make the best choice for your nonprofit.
The Case for Print
Despite our digital-first world, printed annual reports still hold significant value for many nonprofits. There's something tangible and permanent about a beautifully designed print piece that arrives in your donor’s mailbox or sits on their desk or coffee table.
When print makes sense:
Print excels when you're cultivating major donors and foundation relationships. High-net-worth individuals and institutional funders often expect and appreciate a physical report. It signals professionalism, permanence, and the weight of your mission. A well-designed print report becomes a keepsake that stays visible in their office or home, keeping your organization top-of-mind. Finally, print shows a sense of pride in what you do and what your org has accomplished.
Consider print for board meetings and events. When your board gathers or you're hosting a gala, having physical reports to distribute creates a shared experience and facilitates discussion. People can flip through pages together, make notes, and reference specific sections during conversations.
Stacking your Board of Directors with thoughtful members can make a world of difference in your organization’s trajectory. You can use your annual report as a recruitment tool to attract strategic thinkers and leaders to your board!
Print is also powerful for legacy organizations with traditional donor bases. If your supporters skew older or have historically received printed communications, maintaining that tradition shows respect for their preferences and communication habits.
The Case for Digital
Digital formats offer compelling advantages that are hard to ignore, particularly for organizations watching every dollar and seeking to maximize reach.
When digital makes sense:
Budget constraints are the most obvious driver toward digital. Printing and mailing costs can consume thousands of dollars that could otherwise support programs. Digital reports eliminate these expenses while still delivering a professional, comprehensive annual review.
Digital shines when you need broad reach and easy sharing. A PDF or web-based report can be emailed to thousands of supporters instantly, shared across social media, and forwarded by enthusiastic advocates. This viral potential extends your message far beyond what's possible with print.
Choose digital when you want to track engagement. Digital platforms provide valuable analytics: who opened your report, which sections they read, how long they spent on each page, and which calls-to-action they clicked. These insights inform future communication strategies.
Environmental organizations and those with sustainability missions often prefer digital to align messaging with values. Avoiding paper consumption demonstrates commitment to environmental stewardship.
The Hybrid Approach
Many savvy nonprofits are finding success with a hybrid strategy: limited print distribution plus wide digital availability.
This approach typically involves printing a small run for VIP stakeholders—major donors, board members, foundation officers, and key partners—while making a digital version available to everyone else. You get the prestige and tangibility of print where it matters most while controlling costs and maximizing reach.
Plus small runs are no longer cost-prohibitive. Many printers are happy to do smaller runs on digital presses, producing stunning results for much less.
Some organizations create different versions: an elaborate printed piece for top supporters and a streamlined digital version for broader distribution. Others print an abbreviated highlight report and direct readers to a comprehensive digital version for full details.
Decision Framework: Questions to Ask Yourself
To determine the right format, consider these key questions:
Who is your primary audience? Are they digital natives or do they prefer print? Where do they consume information? How do they feel about the environment/sustainability?
What's your budget reality? Can you afford the printing and postage investment beyond your $10,000+ design investment (costs will vary based on the size of the project), or do you need to minimize costs?
What metrics matter most? Do you prioritize reach and shareability, or depth of engagement with select stakeholders?
How quickly does your story change? Digital allows you to update information and maintain currency; print is fixed once it goes to press.
What's your brand positioning? Does your organization benefit from the prestige of print, or does digital innovation better reflect your identity?
What are your accessibility requirements? Digital formats can more easily accommodate screen readers and other assistive technologies.
Digital Format Options
If you choose digital, you have several format options:
Static PDFs are familiar, easy to email, and maintain design integrity across devices. However, they're not optimized for mobile and offer limited interactivity.
Interactive PDFs add clickable navigation, video embeds, and enhanced functionality while remaining downloadable.
Web-based reports (HTML) offer the most flexibility and interactivity. They're mobile-responsive, can include multimedia elements, and allow for easy social sharing of specific sections.
Flipbook formats mimic the page-turning experience of print while remaining digital, offering a middle ground that feels familiar to print-lovers.
Mobile Optimization and Accessibility Considerations
Whichever digital format you choose, mobile optimization is non-negotiable. More than half of your readers will likely access your report on a phone or tablet. Ensure text is readable without zooming, buttons and links are tap-friendly, and pages load quickly.
Accessibility must also be a priority. Use proper heading structures, provide alt text for images, ensure sufficient color contrast, and test with screen readers. Creating an accessible report isn't just ethical—it's often legally required and dramatically expands your potential audience.
The print-versus-digital decision doesn't have to be permanent. Many organizations experiment, gathering feedback and adjusting their approach each year. Start with your audience's needs, align the format with your strategic goals, and remember that the most important thing is telling your impact story effectively in whatever form that takes.
