Annual report: NCT

The parenting charity's visual approach scores highly

Organisation: NCT

Agency: In-house

Spend: £5,300

Formed in 1956 and known formally as the National Childbirth Trust, NCT is Britain's biggest parenting charity.

Format and audience

In a slightly larger format than A5, the 2008/09 review was produced in-house in July and distributed to 10,000 people, including politicians, sponsors, children's centres and NCT staff. It adopts a 'year in numbers' theme by using figures to identify key programmes, services and fundraising achievements.

Design and content

The 20-page review is child-friendly, as you might expect from an organisation serving young families. It features large, bright figures, headlines that appear to have been coloured by crayons and pictures and quotes to break up the text. There is news on research projects and media coverage. Two pie charts give details of spending and income but otherwise financial data is sparse.

Costs and practicalities

It is the first time NCT has produced its annual report in-house, which helped to limit costs. The report is also available as a PDF on the NCT website and a short video version is on the charity's YouTube channel.

What's distinctive about it?

The chunky text and nod to the style of a children's colouring book make it stand out among voluntary sector annual reports. Using the date of the report as the main picture on the cover is also unusual.

NCT says:

"NCT is a large and complex charity, so our review had to encapsulate the diversity of work we undertake. We were bold about our achievements by putting the relevant facts and figures up front and making it easy to understand quickly what we had achieved."

Score
Design: 5
Readability: 5
Content: 3
Transparency: 2
15 out of 20

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