Format and audience
The learning disability charity has been growing its in-house design capacity and decided to produce its annual report itself rather than recruit an external design agency. The report was produced in a colour print version and was uploaded to the charity's website so it would reach as many people as possible.
Initially, the report was sent to a broad stakeholder base, from statutory groups, trustees and the people the charity supports to donors and volunteers. The charity is also using the report as a resource for families and individuals thinking of using Norwood's services, as well as future funders.
Design and content
The design of the report is simple, relying on large photographs to tell the story of what the charity does and the breadth of its services. The report does feel slightly lacking in detail, but gives a taster of what the charity does and includes the most relevant and important information.
Cost and practicalities
Designing the report in-house meant that the charity could keep the costs to a minimum, paying only for printing costs. In years gone by, the charity produced two versions of the report, but on this occasion it decided to do only one to keep down costs and make it accessible to all stakeholders in a single format.
"The report fulfils our need to be transparent, showing where our money comes from and how we spend it. But we also wanted a publication that, at a glance, summed up the essence of our work. Every funder should be able to see what Norwood does with their support. It should leave them in no doubt that, if they have supported us in the past, we need them and they should want to support us."
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