BS in Graphic Communication
Graphic Communication Department
In recent years, the readership of annual reports has been steadily declining. Nonprofit organizations are investigating new solutions to refresh their reports and make them more appealing. The purpose of this study was to test whether or not infographics is a more effective way for nonprofit organizations to present their annual reports than traditional means.
The study investigated possible causes for the diminishing readership of annual reports and how to best address those causes. Shortening attention spans and people’s desire for briefer engagements points to the advantages of infographics. Over a hundred surveys were conducted where people were shown a traditional annual report alongside an infographic annual report. The respondents were asked questions regarding the level of comprehension between the traditional and infographic annual report gauging their preference between the two.
The results of the survey indicated that a higher percent of the younger generation favored the infographic annual report while the older generation favored the traditional annual report in almost every instance. Therefore nonprofit organizations should not switch their annual reports to infographics since the older generation makes up the largest percent of their support. During this time nonprofits can create both a traditional and an infographic annual report to most effectively reach their audiences.