Annual report: Acorns Children's Hospice

The charity's impact report was promoted on social media so supporters could read it

Acorns Children's Hospice's impact report
Acorns Children's Hospice's impact report

Organisation: Acorns Children's Hospice
Agency: In-house
Spend: £2,098

- Format and audience

The Acorns Children's Hospice felt that the term 'annual review' did not sufficiently show the difference the charity makes to the lives of children and their families, so it decided to change its name to 'impact report'. The report, which is designed in A4 and is available on the organisation's website, is also promoted on social media so beneficiaries, supporters and members of the public can read it.

- Design and content

The review is quite text-heavy, but this year the charity wanted stronger imagery to demonstrate the impact of its activities, and this breaks up the text. It adopted a formal design approach to convey the importance of the document's contents, while making it visually enticing to engage the reader and showcase the images and key points in the text.

The charity moved away from its previous annual review style and focused on its care services. The review includes case studies and quotes from families, as well as statistics to illustrate the content. The charity's branding runs consistently through the report, giving it a cohesive look.

- Cost and practicalities

The charity opted for a smaller print run than in 2011/12, with 500 fewer copies, to keep down printing costs, but widened awareness of the online version. Photography shoots were carried out at the hospices by a freelance photographer who worked pro bono.

- Acorns Children's Hospice says:

"We wanted to describe exactly what a hospice does, inform the public and challenge any potential misconceptions. We aimed to outline to all stakeholders the need for our services in our region and to demonstrate the value of our work - and, importantly, we wanted to learn from our findings in order to see how we could improve in order to help our beneficiaries in the future."

Design: 3
Readability: 3
Content: 3
Transparency: 4
13 OUT OF 20

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