The Background

• To design an annual report which would both fulfil this small but highly impactful charity's legal obligation whilst communicating its successes with its existing and new supporter base.
• The report would become the organisation's key marketing piece with the aim to establish new funding partners and streams.
• The report needed to communicate the established brand but also move the organisation tactically towards a potential re-brand.
• The charity would also send out appeal literature at the same time of year and broadly to the same distribution list. As costs were to be kept as low as possible we were asked to explore ways of maximising the economic potential of this job.

This is the best 'Newsletter Appeal' that HOPEHIV has done both in monetary terms and also and just as importantly in terms of numbers responding. Its always difficult and unwise in my view to quote actual figures as it is impossible to tag all donations correctly to source, but it would be safe to say that there was a 25% uplift compared to previous years ...You and your design team can be justly proud of the piece of work Mark Glen - HOPE HIV

The Solution

• Designed a 20pp report which accommodated an existing and recognised design approach but also brought elements to the fore which would help manoeuvre the brand towards its evolved state.
• Suggested that the content could double up as both a review and an appeal to supporters for financial support
• This was achieved by incorporating a multi-purpose A4, 4pp pull out from the centre of the document. This resulted in a 6pp gift form self mailer and an A5, 4pp card for recipients to send to others, thereby adding a viral element to the piece.
• Selected paper stock and imagery that would help communicate the charity's brand
• Managed the print work and mailsort to a database of 5000 recipients

Related work
Web banners, Email marketing