What was the aim of the report?
Street League set out to produce an annual report with a difference, tackling a diminishing public trust in charities by kicking off a "transparency revolution". The charity wanted to be open about its work, including what it didn’t get right.
As well as reporting on its own financial health, Street League was keen to encourage other charities to talk more about the challenges they face. It included three golden rules in the report, which it encouraged other charities to follow, and launched a social media campaign with the hashtag #callforclarity.
How was the report promoted?
A physical report was sent to 100 stakeholders with a handwritten letter from the chief executive, while an online version included interactive statistics. An internal employee launch took place via Google Hangouts across 14 regions, and a social media campaign, including Twitter cards, promoted the report and opened up a debate on transparency. Blogs, infographic videos, Twitter Q&As and email newsletters were also employed.
How effective was it?
Street League’s campaign was its most successful so far, reaching 770,000 people and achieving 1.8 million impressions. The online version of the report was downloaded by 800 people, and the report and campaign were featured in national media. Street League’s approach to transparency has opened up new opportunities for the charity, and its chief executive has been asked to undertake a number of speaking engagements.
What did the judges say?
"A call to action to all stakeholders is a fantastic spin on the traditional report," said Zoe Bailie, director of brand and innovation at The Mix. "If you're producing something to showcase the work you do, then why not use it to encourage others to follow your good practices?"
MACS Supporting Children and Young People
National Deaf Children's Society
North Devon Hospice