Category sponsored by EQ Investors
What was the charity’s aim?
In 2018, Clic Sargent aimed to develop a corporate-wide tone of voice that tells it like it is and puts young people at the centre: Their Voice Over Ours. Young cancer patients had told Clic Sargent they didn’t like its historical perception as a warm and fluffy charity, when childhood cancer is anything but. The impact report needed to showcase the charity's work for young cancer patients and their families, and demonstrate how the service is based on families’ needs, not things that sound impressive corporately. Clic Sargent also wanted to be open in communicating failures.
Where did the data come from?
In order to make sure the voice of young cancer patients took precedence, two young people and a bereaved mum took over the impact report. Data was gathered from existing reference groups for children, young people and parents, and from new groups including Mind the Chaps, a Facebook group for dads. The charity also developed new ways to measure impact: Young Lives Pathway, which allows parents and young people to map the level of support received at key points during their cancer experience; and Support Stars, assessments with every family to help identify changing needs. An honest approach included sharing failures in the Hands Up We're Not Perfect section.
What did it achieve?
The online version has had 2,016 views, compared with just 117 views in 2017/18. Clic Sargent’s impending 2020-2025 strategy has been heavily influenced by the data collected. Data has also influenced existing services: young cancer patients emphasised the value of accessing trusted, age-appropriate advice wherever they are, so the charity brought forward the launch of its online Live Chat service. The impact report started a conversation about transparency in charity communications, with the Charity Commission citing it as best practice.
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