Annual report: The Football Foundation

The sports charity has produced a bright and simple document, mixing case studies and photographs of young people enjoying sports with hard facts and figures

The Football Foundation's annual report
The Football Foundation's annual report
Organisation: The Football Foundation
Agency: Nutshell Creative
Spend: £10,056

Format and audience
The Football Foundation is the UK's largest sports charity and is funded by the Premier League, the Football Association and the government to support grass-roots sport. The report is intended to explain the role of the foundation and convey the scale and impact of its work. The foundation sent 2,700 copies to its funding partners, including the FA and the Department for Culture, Media & Sport, political stakeholders including MPs and Lords with an interest in football and grass-roots sports, think tanks and other charities.

Design and content
The report is bright and simple, mixing case studies and photographs of young people enjoying sports with hard facts and figures about its work. One of the pages includes a QR code allowing readers to take a virtual tour of a facility funded by the foundation. The foundation highlights a study it commissioned, by the Centre for Economic and Business Research, about the impact its funding for grass-roots sports has on the wider UK economy. The foundation says that every £1 it spends on grass-roots facilities generates an additional £7.73 for the economy.

Cost and practicality
The foundation kept some of the costs down by producing an in-house web version of its report, which it tweeted to its Twitter followers and included in its e-newsletter.

The Football Foundation says:
"The foundation is all about investing money from the top of the game into the grass roots, so we want to convey that in our report. We have football stars and bosses featuring alongside some of the millions of grass-roots stars that play or volunteer for the love of it. It illustrates the professional focus of our investment strategy and the way our partners' investment benefits people and communities."

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

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