- What does the report look like?
The report takes the form of a dictionary this year, with each letter of the alphabet accompanied by a picture of a dog and a reference to the trust's work. For example, under the letter M, the charity explains its policy on micro-chipping. All the dogs featured in the report came from the Dogs Trust's rehoming centre in west London.
- What format was chosen?
The dictionary was printed in a magazine-style booklet, because feedback from supporters had shown that they preferred to receive hard copies that they could keep on their coffee tables, rather than an online version only.
The charity also wanted to use the review like a corporate brochure, which they could handout in meetings with MPs and government officials. The review was added to the charity's website and supporters were informed about it in an email and through its magazine, Wag.
- What feedback has the report received?
The report has received lots of positive comments from supporters. One described the A-Z theme as "a work of genius". Another described the report as "full of fascinating information" and praised it for featuring "some gorgeous photographs". The annual review mailing included information about leaving legacies, and to date 90 enquiries have been received.
- What did the judges say?
Petia Tzanova, marketing manager of the charity Cardboard Citizens, said: "It's a fun, engaging and well-executed concept. The sense of humour and cuteness factor make the report memorable."
British Heart Foundation