Agency: Dodo Mammoth Reindeer & Fox
World Vision provides humanitarian aid after emergencies and runs long-term community development programmes.
Format and Audience
The charity decided to do an annual report and accounts in the style of an annual review, rather than produce a separate review.
It includes reader-friendly case studies, analysis of its effectiveness and big, bold pictures. World Vision sent the report to major donors, corporate partners and MPs, and to government departments with a role in overseas spending. It was also sent to World Vision offices worldwide.
Design and content
The 52-page report focuses on the eight strategic goals that the charity set itself during the past year.
It looks accessible and readable, and it is easy for the reader to flick to the relevant section.
The detailed financial information of the annual accounts is also presented in a clearer, more readable way than is usual in such documents, with coloured panels and boxes.
Costs and practicalities
The report took nine months to develop, a process that involved consulting the charity's trustees and arranging teams to gather the information and write the copy.
The charity had 850 copies printed and made the report available for downloading from its website.
World Vision says:
"The annual report is a lobbying tool, helping us to explain our cause and gather support among decision-makers. It's also a recruitment tool: people may see it and want to work for us. We've given it a more human angle this year, which we hope will be attractive to a broader range of stakeholders."