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Target Your Document
A clear purpose for your Annual Report
CHARITY TARGET AUDIENCE
PURPOSE KEY MESSAGE
TBF
NSPCC
Natural History Museum
Teachers
Donors
Trusts
Boost Membership
Loyalty
Secure research grants
‘We are here for you’
Thanks!
‘We are serious!’
Golden Rules
Deadly Sins
Age Concern England
OR ‘Crime Watch’?
P32043269
The Chairman’s Flower
Chief Executive’s Flower
Are they about houses …
Or People
?
Artsline
Just what are the staff up to?
Bates Motel?
A 5-Star Service?
Gill Airways Magazine
And what really floats their boat!
How not to do it!
You don’t need a weather vane to know which way the wind blows
Childhood Asthma Initiative
Better?
Even better again?
Lord Puttnam
Betty’s Experience
People buy emotionally first - and then justify
their feeling with rationality
Annual report evaluation exercise
1. Examine the first annual report for 5 minutes. Study for the full five
minutes
2. Award up to 10 marks for each of the headings (max points per report is 50)
3. At the five minutes mark rotate the reports around your group. Repeat steps 1 and 2 for this new report.
4. Continue in this way until you have examined and scored every annual report in your group.
5. Share your conclusions with the rest of the group. Did you agree or disagree? Why?
6. Agree on key learning points and feedback?
The five headings to score
1.Pictures
2.Headlines
3.Copy
4.Design
5.The ask