Creating Impactful Digital Annual Reports: Insights from Jenny Wood of Habitat for Humanity Canada
Annual reports are a cornerstone of nonprofit communication, but transforming them into engaging digital experiences presents unique challenges and opportunities. Jenny Wood, Senior Manager of Marketing and Digital at Habitat for Humanity Canada, joined the How to Avoid the Annual Crisis video series to share her journey of producing a digital annual report. From overcoming stress points to delighting stakeholders with creative execution, Jenny's experience offers practical advice for nonprofits navigating this transition.
Why Go Digital?
For Habitat for Humanity Canada, the move to digital annual reports was driven by the desire to make content more accessible and engaging. "Our old PDFs were clunky and awkward—they weren’t as interesting or accessible as we wanted," Jenny explained. While producing a digital report requires an upfront investment, the payoff is clear: "We’ve had a lot of really lovely feedback this year. People are commenting on how stunning and engaging the report is, which makes the effort worthwhile."
The team’s decision to separate storytelling elements from legal and financial requirements was another key innovation. By releasing highlights and impact stories earlier in the year, Habitat ensured that their content was timely and relevant. This approach not only helped donors see how their contributions were being used but also allowed corporate sponsors to feel appreciated. "Our stewardship team has consistently said that sending customized reports to corporate donors is a key reason they keep coming back year after year," Jenny shared.
The Creative Journey
Jenny collaborated closely with her team and external partners to bring the report to life. "We had a hexagon theme that evolved significantly during the process," she recalled. "At first, I couldn’t escape hexagons—they were everywhere I looked! But by the end, the design and colors came together beautifully." The iterative process allowed for creative pivots and seamless integration of digital elements like animations, which elevated the final product.
Breaking up content into digestible snippets was another deliberate choice. "We didn’t want a long, overwhelming document," Jenny explained. "Using the digital format as an excuse, we reimagined the annual report as a journey of short, engaging sections—stories, stats, quotes—that people could explore at their own pace."
Challenges and Lessons Learned
Despite the positive outcome, the process wasn’t without its challenges. Late-stage changes from the CEO, while manageable in a digital format, added last-minute stress. "Next year, we’ll aim to get the CEO’s review earlier in the process," Jenny noted. Translation timelines for the French version also proved tight, prompting plans for earlier integration in future cycles.
Jenny’s advice for first-timers? "Have a clear vision of what you want the report to look like and leave plenty of time. It always takes longer than you expect." She also recommended gathering examples of digital reports to help guide design decisions.
The Power of Stories
One of the report’s standout features was its storytelling. Jenny highlighted "The Tale of Two Mavises," a human-centered narrative that captivated readers. "It’s the one part of the report I remember vividly," Patrick remarked, praising the compelling approach. For Jenny, weaving personal stories into the report wasn’t just about engaging readers—it was about showing the real-world impact of Habitat’s work. "These powerful stories help donors connect emotionally and see the value of their contributions," she said.