Makeover your annual report
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Natasha Kleanthous, The Blue Cross www.charitycomms.org.uk/events
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Makeover your annual report
- 1. Measuring and Communicating Your Impact Conference 29 June 2011 CharityComms is the professional membership body for charity communicators. We believe charity communications are integral to each charity’s work for a better world. W: www.charitycomms.org.uk T: 020 7426 8877
- 2. Makeover your annual report
- 3. Why do we have annual reports? • Legal requirement • Accountability • Update on activities • Thank you to supporters • Celebration of successes
- 4. Do annual reports just tick boxes? Survey says… • More than two-thirds of charity reviews are dull • Many are not visually stimulating • Little use of pictures or graphs to illustrate work • Lack connection to financial statement • Do not disclose major risks faced Survey released in May 2011 by Deloitte
- 5. The Blue Cross annual report 2009 Before... • Met with key internal users of the annual report • Got the good, the bad and the ugly feedback • Gathered feedback from our clients • Determined exactly who the audience is • Got a feel for an overriding theme
- 6. The Blue Cross annual report 2009 During... • Interviewed colleagues rather then ask for content • Got as many user quotes/case studies as possible! • Decided on tone of voice throughout • Met with agency – decided on layout/paper stock • Found inspiring photographer/photography
- 7. The Blue Cross annual report schedule January Throughout the year •Interview staff •Gather case studies •Gather data •Carry out photo shoots •Write copy February March/April •Finish copy •Production •Approvals
- 8. The Blue Cross annual report 2009 After... • Made a cup of tea and took a deep breath • Set up survey to get feedback • Started organising 2010 report!
- 13. The Blue Cross annual report 2009
- 14. The Blue Cross annual report 2009
- 15. The Blue Cross annual report 2009
- 16. The Blue Cross annual report 2010 • Gathered feedback • Learned from mistakes and successes
- 19. Award winning annual reports 2011 Design Week Awards... • WWF Living Planet and Annual Report 2009 • Thames Reach 2009
- 24. Top tips for your annual report • Enjoy it (it’s fun, honestly!) • Decide exactly what you’re trying to achieve • Determine your audience and what they want • Choose an overriding theme (ask your chief exec) • Look at other annual reports for inspiration • Don’t be afraid to think outside the box
- 25. Top tips for your annual report • You’re the boss – don’t be influenced by pressures • Keep a consistent tone/style throughout • Use case studies and quotes wherever possible • Work on it throughout the year not at last moment • Use imagery, facts and graphics to break up text • Get feedback afterwards