Annual report: the Salvation Army

The welfare and social justice charity wanted its report to showcase the positive impact its work was having on people's lives

The Salvation Army
The Salvation Army

Organisation: The Salvation Army
Agency: The Thinking Business
Spend: £10,700

The Salvation Army is both a church and a charity, providing welfare services and campaigning for social justice.

Format and audience

The 20-page A4 landscape glossy report is aimed at supporters, church leaders, grant-making organisations, MPs and people who want to find out more about the charity.

Design and content

The title of the report is Faith in People, which the charity says reflects its belief in people and their ability to help themselves. The background colours change from one page to the next, and create a busy - possibly too busy - design. It is clearly laid out in two-page sections, which focus on strands of work. The only financial data is a two-page summary at the end, although full accounts are available separately.

Costs and practicalities

Ten thousand copies were printed and 7,000 were sent to key stakeholders, including church leaders, MPs, sponsors and the media. The photographs used were already available to the charity, so it incurred no additional cost. One of the main challenges was capturing the range of its work in a single report.

What's distinctive about it?

The use of several pastel colours and many photographs makes the report visually busy. To enable readers to make sense of the charity and its work, The Salvation Army chose to focus on specific projects and the people who benefited. The decision paid off.

The Salvation Army says:

"We wanted a design that was visually clear and well signposted to show the positive impact we are having on transforming people's lives."

Score:
Design: 3
Readability: 3
Content: 4
Transparency: 3
13 out of 20

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