Annual report: Feed the Minds

The training and skills charity is using social media to promote the document

Organisation: Feed the Minds
Agency: In-house/freelancers
Spend: £6,750

Feed the Minds funds indigenous educational projects around the world. Its work includes health education and skills training in under-resourced communities.

- Format and audience

The review, which was published in September, was sent to about 4,800 of the charity's donors and partner organisations. It also plans to make the review available to download from its website and will update its social media sites with 'snippets' over the next few months to generate more interest in the publication.

- Design and content

The review is small and relatively short at only 20 pages, giving it a light and accessible feel.

There is a heavy focus on demonstrating the effects of the charity's work, with heartwarming case studies and colourful pictures of and quotes from beneficiaries around the world. The pictures are part of a series taken by a professional photographer that the charity plans to use for the next three years.

Great pains are taken to explain the ideas behind 'ubuntu' - a concept of 'togetherness' in communities. The word is even plastered across the cover, but it is unclear whether it is the title of the report, the name of a project or a buzz word being used for effect.

The charity's accounts are summarised in a colourful, easy-to-understand pie chart on the back page.

- Costs and practicalities

The review cost £4,950 to produce and £1,800 to distribute.

- Feed the Minds says:

"Feed the Minds prides itself on true partnership working. This use of ubuntu, which has come about through learning from our partners in Africa, encompasses the importance of partnership; everyone plays a vital role in order to ensure we can continue to make a difference."

Design: 4
Readability: 5
Content: 3
Transparency: 3
15 out of 20

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