Third Sector Awards 2018: Annual report - The Brain Tumour Charity

Third Sector Promotion Markel

For the annual report or review that best communicates the mission, operations and achievements of the organisation in an unusual or innovative way

The innovative annual report

What was the aim of the report?

The Brain Tumour Charity wanted to create an annual review that would be innovative, give a taste of the impact the charity had made over the year and solidify its relationships with supporters. The charity also wanted to inspire supporters to spread the Brain Tumour Charity’s message to their friends and families.

How was the report promoted?

The charity provided supporters with a sensory experience as they took a journey through the organisation’s past year. Supporters received a branded "graze box", containing a 200g bag of a unique coffee blend donated by 200 Degrees Coffee and a copy of the annual review to read while they enjoyed their coffee breaks.

At the bottom of the box was a coffee voucher to pass on to friends or family, including a link to the annual review video. The idea was that the online review could be consumed "on the go", like a takeaway coffee. The charity chose coffee as a theme because it helps start a day in the right way and has connotations of socialising and sharing with friends.

How effective was it?

Supporters showed a positive engagement with the online review, spending double the average time on it compared with time spent on the website as a whole. They shared the review video on social media reached more than 14,000 people. The charity has seen an increase in new contacts and donations, with donations up by 21 per cent on the previous year. 


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Newcastle United Foundation


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