Creative copywriting for a unique client
Practical Action is an innovative international development organisation. It puts ingenious ideas to work so people in poverty can transform their lives. My role as Practical Action’s Creative Copywriter takes me around the world. It also allows me to get under the skin of the organisation through writing their annual report.
Not a bit of it! Sure, many annual reports stop at basic legal compliance or else they consist of a dry list of achievements that give little idea of actual impact. I set out to write a report that would not only showcase the organisation’s most meaningful achievements but would also act as a useful piece of marketing collateral for attracting new donors. As this year’s report was the first to follow a comprehensive rebranding campaign, there was also a new tone of voice to be showcased.
A brilliant read. This report marks a major step forward in articulating our work by ambition and impact, not by activity, which I think is a great achievement.
Paul Smith Lomas, Chief Executive, Practical Action
How to write an annual report
The annual report and accompanying impact report are being used by many teams in the organisation. They’re seen as a valuable way to showcase the impact of our work to existing and potential donors. Furthermore, these documents are robust examples of Practical Action’s tone of voice in action. They are providing inspiration and guidance to colleagues as they get to grips with the charity’s refreshed brand.