Annual report: Crimestoppers

The crime charity provided plenty of case studies to illustrate its work

Organisation: Crimestoppers
Agency: Bell Design
Spend: £18,000

Crimestoppers is an independent charity that helps the police solve crimes. It enables members of the public to provide information anonymously, 24 hours a day, about crime and criminals.

Format and audience

The charity produced a detailed 77-page printed booklet, which was posted to key stakeholders and members of the public who requested it. It was also made available as a PDF on the Crimestoppers website. The report was aimed at the charity's partners and supporters in law enforcement and government as well as at public supporters.

Design and content

The report is split into 10 chapters that cover the different areas of Crimestoppers' work. Chapters include a fundraising focus, a regional round-up and a financial review.

There are case studies of individual crimes the charity has helped to solve and of partner agencies that support Crimestoppers. Detailed financial information can be found at the back of the report. The content is easy to read and large print is used to highlight key achievements. The consistent use of red, black and white maintains the brand image throughout.

Costs and practicalities

The report cost £18,000 to produce. Crimestoppers chose not to create an interactive online version because it felt costs were prohibitive.

The report was completed in one month and contains contributions from staff at the charity's central call centre and local offices. The charity printed 5,000 copies of the report and posted about 3,500.

Crimestoppers says:

"A lot of people don't fully understand what we do, and we wanted to bring home to people through this report that we are more than just a telephone number. It is also a very useful marketing document for our staff to hand out to corporate supporters."

Score
Design: 3
Readability: 5
Content: 4
Transparency: 4
Total: 16 out of 20

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