Target Your Document

A clear purpose for your Annual Report

CHARITY TARGET AUDIENCE

PURPOSE KEY MESSAGE

TBF

NSPCC

Natural History Museum

Teachers

Donors

Trusts

Boost Membership

Loyalty

Secure research grants

‘We are here for you’

Thanks!

‘We are serious!’

Golden Rules

Deadly Sins

Age Concern England

OR ‘Crime Watch’?

P32043269

The Chairman’s Flower

Chief Executive’s Flower

Are they about houses …

Or People

?

Artsline

Just what are the staff up to?

Bates Motel?

A 5-Star Service?

Gill Airways Magazine

And what really floats their boat!

How not to do it!

You don’t need a weather vane to know which way the wind blows

Childhood Asthma Initiative

Better?

Even better again?

Lord Puttnam

Betty’s Experience

People buy emotionally first - and then justify

their feeling with rationality

Annual report evaluation exercise

1. Examine the first annual report for 5 minutes. Study for the full five

minutes

2. Award up to 10 marks for each of the headings (max points per report is 50)

3. At the five minutes mark rotate the reports around your group. Repeat steps 1 and 2 for this new report.

4. Continue in this way until you have examined and scored every annual report in your group.

5. Share your conclusions with the rest of the group. Did you agree or disagree? Why?

6. Agree on key learning points and feedback?

The five headings to score

1.Pictures

2.Headlines

3.Copy

4.Design

5.The ask