Annual report: Blue Cross

The animal charity uses its annual review to show the public the reach of its work

Blue Cross's annual review
Blue Cross's annual review

Organisation: Blue Cross
Agency: Imagination
Spend: £36,000

The annual review is used by the Blue Cross to fundraise and show the public the reach of its work. It was produced in A4 size and 4,000 copies were printed. The review is also available online, using the free publishing tool Issuu, and to download as a PDF on the website.

Copies were sent to major donors, corporate partners, trusts and people who have pledged to leave legacies to Blue Cross.

The charity also produced an annual report, including statutory accounts, using the same look and design as the review.

Design and content

The review is redeveloped every year to keep it fresh, but the charity makes sure it retains the elements that supporters love, including strong photography, top-line statistics and case studies. The design is simple, with the charity's branding throughout, giving it a cohesive look. The charity's brand review in 2012 indicated that pets should be at the centre of everything it does, so it made them the heroes of this review. Under the heading "Their Stories", and using the brand mark to fashion speech bubbles, the animals explain the work Blue Cross does through their own personal stories.

Costs and practicalities

The annual review and report were designed and printed together to save costs. Copy-writing and editing was done in-house.

Blue Cross says:

"Our vision is that every pet will enjoy a healthy life in a happy home; our annual review and report are very important tools for showing our supporters exactly what we are doing to realise that. We see them as a crucial opportunity to showcase our activities and successes, and tell the inspirational stories of some of the thousands of sick, injured and homeless pets that we have helped over the past year."

Design 4
Readability 4
Content 4
Transparency 5
Total: 17 out of 20

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