At a time when many people were saying that printed annual reports were passé, Kelly designed annual reports for Open Arms of Minnesota that generated buzz and increased donations. Through compelling story telling, captivating photos and images, and easy-to-read infographics, Kelly took a chestnut like a nonprofit annual report and revamped it into a vital communications tool. Open Arms’ annual reports were eagerly awaited by stakeholders who showed their appreciation through increased contributions. — Kevin Winge, Former Executive Director, Open Arms of MN
Project: Annual reports for Open Arms of Minnesota, a $3M nonprofit that provides meals for people living with life-threatening illnesses.
Communicating a large amount of data on three contributing audience groups – clients, volunteers, and donors – in a way that expresses gratitude and inspires future involvement. At the same time, attempting to convey similar data from year to year in a way that felt fresh and exciting.
As a collaborative team, the Communications Director, Development Director, and I created a new annual theme to guide the content, images, and layout, and help us create surprises for the reader. Inside the book, we divided content into three sections to talk about our work and outcomes in each area, and most importantly the people who made it possible. The creation of a center folio of infographics that used a whimsical combination of statistics and illustrations to show how we provided more than 400,000 meals each year also enabled us to tell the story through pictures appealing to every audience.
In 2012, the Communications Director, Susan Pagani, and I were interviewed about our strategy for the annual report here and here.