Can you make your print piece less expensive? Your donor lists usually make up the bulk of your report, and tend to be bottom-heavy. Consider a print/online hybrid, including donors down to a certain level in the print piece, and directing your readers online for the rest.
Do you mail it to everyone? Do you need to? Look at your mailing list and figure out which groups need a hard copy, and which ones are more likely to glance through it and toss it. If your group of "tossers" is significant, cut the mailing list. Send a postcard to the "tossers" directing them online, or instruct them to request a hard copy.
Can you include the information somewhere else? If you have a magazine or newsletter, consider recognizing your donors there, rather than in a separate piece. Or, print a summary in one of those publications, and direct readers to an online donor list.
Thinking about online only? Will this serve all of your donors? If you are targeting the older set, this is probably not the answer. After all, this group is less likely to be Internet savvy, and may have a hard time reading online content. And, your report won't be gracing coffee tables in homes and offices.
In times like this, an online annual report in some form seems to make sense. The Internet gives you a cost-saving advantage and can make your annual report available to many more people than your mailing list does. On the other hand, it can limit your reach to some audiences who are near and dear to your school. In times like these, you need to zero in on what best serves your school and your donors.
For more pros and cons of online annual reports, click here.
