Annual report, DM and Transparency Award

In the past, the annual report was only published in a digital format, and donors were informed of publication by email. In 2007, we decided to switch to a paper copy in addition to the internet version. We wanted to improve accessibility in both form and content. After all, it is the key reporting moment for organisation donors.

To ensure we did not produce a 'pro forma' publication without any further function, the decision was made to combine the annual report with a calendar, where the foundation triangle was reflected by the form of the report (three individual parts). Each donor received two annual reports – one personally addressed, one without a name. They were asked to give the latter report to someone they felt might feel an affinity for an initiative like Net4kids.

Research shows that 82% of the individuals who were donors in December 2007 received the annual report. 64% indicated they read it in whole or in part, a good result for a document of this kind, but lower than the reading scores for project reports and e-mail newsletters. 35% of donors consciously passed the second copy on. The number of new donors this generated cannot be traced.