Annual report: Woodland Trust

Stunning photography is the highlight of the report

Organisation: The Woodland Trust
Agency: In-house, with a freelance writer
Spend: £13,800

The Woodland Trust is a woodland conservation charity based in Grantham, Lincolnshire. It employs 319 people.

Format and audience

The review used to be standard A4 size, but was reduced to A5 to save postage costs. The charity, which has 200,000 members, has also published the review as a 20-page PDF document on its website.

Design and content

A photograph of woodland extending across the front and back pages sets the tone for this image-led report. It's a logical but successful approach, complemented by the modern design. The review is informative, but light on financial data, although a note at the back tells readers that fuller financial details are available on request. It contains chapters covering the trust's three main goals - creating, protecting and inspiring - and includes photographs of celebrity supporters, such as the broadcaster Clive Anderson and the actor Sean Bean.

Costs and practicalities

The trust used paper from ethically sourced wood, so the report isn't glossy. The review was published in-house with help from a freelance writer. A total of 145,000 copies were printed.

What's distinctive about it?

The inside back page includes a list of charitable trusts, companies, local authorities and people who have donated to the charity. The quality photography and the clean, fresh design are appealing.

The Woodland Trust says:

"We want the report to show members that their money is well spent. It contains lots of quotes from celebrities and experts, backed up by highlights from the past year. It's an effective approach without dumbing it down."

Score
Design: 4
Readability: 3
Content: 4
Transparency: 3
14 out of 20

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