I am starting to accumulate a small stack of annual reports from client organizations, and for the most part, they are more powerful, more compelling, and more emotionally “grabby” than the organizations’ home page. But here’s the thing: for many — perhaps most — would-be middle and major donors, the home page is more likely to be the thing they see before making a giving decision. “The Wired Wealthy” study is quite clear on this point: most organizations’ websites are not particularly inspiring. My personal experience is that most annual reports are.