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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
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...
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