How to repurpose a charity’s annual report

A study by Pro Bono Economics (PBE) has found that a staggering 60,000 jobs could be lost in the charity sector due to the COVID-19 pandemic. So, with donations and income on the slide, it’s never been more important for your charity clients to be a little savvier with their marketing and comms budget.

One way you can help them is by maximising the investment in the charity’s annual report.

The benefits of repurposing a charity’s annual report

As you know, annual reports are brilliant for showcasing real-world impact. But the problem is that once produced, these reports are usually added to their website, mailed to a few key donors and then, well, forgotten about.

It’s a shame because a lot of time, effort and resources go into creating the report in the first place. And with a little repurposing, they could be:

  • Telling more stories about their work to excite and entice new donors
  • Creating evergreen content that can be used all year round
  • Increasing website traffic and brand awareness through social media to encourage volunteers and donors to get involved

Chances are, they haven’t even realised that all your hard work is a content goldmine – so why not help them make it work a little harder?

5 ways to help repurpose a charity’s annual report

By offering a ‘bolt-on service’ when you deliver the charity’s annual report, you can give your client a suite of content marketing material they can use throughout the year.

And you can do this in five easy ways:

1. It’s all about the numbers

With annual reports, numbers are everything because they showcase actual results and allow donors to see how their financial gifts made a difference.

One way to maximise this is with infographics.

Infographics are 30 times more likely than blog posts or articles to be read in full, making them perfect for sharing on social media and websites. In emails and newsletters. On flyers and on your charity client’s all-important funding applications.

2. Share community stories

Having spent time gathering stories from the charity’s community to bring the report to life, go a little further and repurpose them as:

  • Quote images
  • Short animations
  • Videos

These can then be shared on social media, in email marketing and on their website.

A little social proof works wonders.

3. Merge their content

Take the two sections above and merge them.


Well, let’s say the charity has a testimonial or micro case study. By adding:

  • An impactful statistic on how they helped X number of people in the past 12-months
  • And an enticing call to action

You can help them persuade potential donors, volunteers and collaborators to find out more.

4. Make use of video and audio

Encourage the charity’s CEO to record a personalised message to share with existing donors and funders via Facebook Live or pre-recorded video.

But don’t stop there.

Get them to invite beneficiaries who supplied testimonials to record a video testimonial on Loom to use across digital platforms too.

Short animations or videos using graphics, photographs, testimonials and statistics will help them reach a wider range of potential funders.

5. Get creative

If your client has an upcoming marketing campaign, think about how you can repurpose the content in the charity’s annual report.

For example, if you work with a mental health charity, take a hero image from the report. Turn it into a postcard. Then include it as a freebie in their next direct mail campaign and invite donors to send the card to a friend to ‘check in’ with them.

Not only is it thoughtful, it’s on-brand too.


All of the above sounds great, right?

But if project managing and delivering a charity’s annual report wasn’t time-consuming enough, how can you include these ‘bolt-on’ services too?

Easy – by working with me.

How I can help

I’ve helped charities and not-for-profits with content creation and repurposing for more than 14 years, so I understand that budgets are usually tight. And the Covid pandemic has only agitated this. Maximising the original investment in original content creation – such as an annual report – has never been so important.

That’s why I’ve put together this special annual report content repurposing package.

Annual report content repurposing package

The below digital assets can be used on social media, websites, email campaigns and other channels to help your charity share more stories and reach more people over the coming months:

  • Suite of social media assets – minimum of x10 graphics/GIFs/written post content created
  • x1 infographic
  • x1 video/animation
  • Recommendations document with further content ideas that can be produced in-house that you can pass straight on to your client (i.e. encourage the charity’s CEO to record a personalised message to share with existing donors and funders via Facebook Live or pre-recorded video.)

The price?

Only £350.

How does the package work?

  1. You send me the charity’s annual report (I’ll need the original design files), along with any current marketing and communications assets and, if I don’t already have it, your company logo.
  2. You fill out a short questionnaire so that I can learn more about your client and their objective for the coming year – so that I can create the best repurposed content.
  3. I’ll send you the suite of new assets within 14 working days. This service is white labelled, meaning that this content will be produced under your brand name and if you like, you can add a mark-up fee. 

Want to get started?

Send a quick email to and I’ll let you know the next step.


Image: Taken from open-source site unDraw where you can add your brand colour to ready-made illustrations.

How to repurpose a charity's annual report