Annual report: Dogs Trust

The dog charity's annual review provided vital statistics about the charity's performance in an entertaining way

Dogs Trust's annual review
Dogs Trust's annual review

Organisation: Dogs Trust
Agency: Hold
Spend: £6,000

Dogs Trust is the largest dog welfare charity in the UK, working to make dogs happy and protect them from unnecessary destruction.

Format and audience

The charity's 14-page annual review is presented as an end-of-year school report and is aimed at members and stakeholders. It provides vital statistics about the charity's performance in an entertaining way.

Design and content

The report is set out into key areas of the curriculum, such as biology and politics, which celebrate the achievements of the trust over the previous year, with an accompanying headteacher's comment.

Quirky sections such as "Extra Curricular Activities" provide information about training and awards won by the charity.

A snapshot of the financial summary is presented as a maths report and a full copy of the audited report is available on request.

Costs and practicalities

The print run was 23,000. Members who requested an electronic version will receive a link by email. It will be available on the Dogs Trust website after the charity's annual general meeting in May.

What's distinctive about it?

The style and tone are a departure from previous reports. This is the first time a strong theme has been used throughout, with a correlation between the design and copy. Light-hearted elements include the "Class of 2010", which shows rehomed dogs in their new environments.

Dogs Trust says:

"We hope it stands out for presenting the charity in an entertaining way, while conveying our love for dogs. The aim of the review is to show clearly how we use their donations, while also giving members something they can feel proud to be a part of."

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

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