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

Makeover your annual report

Why do we have annual reports?

• Legal requirement

• Accountability

• Update on activities

• Thank you to supporters

• Celebration of successes

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

The Blue Cross annual report 2009

• 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

Before...

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

The Blue Cross annual report schedule

Throughout the year•Gather case studies

•Carry out photo shoots

January•Interview staff

•Gather data•Write copy

March/April•Production

February •Finish copy •Approvals

• Made a cup of tea and took a deep breath

• Set up survey to get feedback

• Started organising 2010 report!

The Blue Cross annual report 2009

After...

The Blue Cross annual report 2009

The Blue Cross annual report 2009

The Blue Cross annual report 2009

The Blue Cross annual report 2010

• Gathered feedback

• Learned from mistakes and successes

Award winning annual reports

2011 Design Week Awards...

• WWF Living Planet and Annual Report 2009

• Thames Reach 2009

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

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