St. John’s Hospital has touched tens of thousands of lives in that time, but has had a relatively low profile in the city of Bath. In the past, this was no problem: the charity is self-funding, and is thus under no obligation to produce an impact report.
In 2016, however, the charity set itself bold new goals, including diversifying into social investment. The senior leadership team realised that better communication of the charity’s purpose and impact would attract more partners and supporters, and thus allow St. John’s Hospital to do even more good.
We created an impact report that sets out a clear picture of the charity’s past roots, present impact and future purpose and priorities. By articulating the charity’s purpose of “helping people to help themselves” and bringing its work to life with facts, figures and human stories, the report serves as a powerful ‘call to action’ for local partners and supporters. Since its launch, it has already generated fresh interest from people and organisations willing to help St. John’s Hospital achieve ambitious outcomes in health and wellbeing, housing, isolation, poverty, relationships and employment and skills.
Sue Porto, chief executive of St. John’s Hospital, praised the report’s effectiveness:
“We’ve been overwhelmed by the positive response to our first ever annual impact report. The House has helped us to craft a compelling invitation to the wider community to share in our work.”
The success of the St. John’s Hospital impact report demonstrates that every charity can benefit enormously from defining and communicating its purpose in this way. Doing so attracts new partners and supporters, reenergises staff and volunteers and helps charities reach those who need their help.
The report’s design concept plays on the rays of light surrounding St. John the Baptist in the charity’s logo. Colourful rays are used as a motif throughout the report to express the energy and enlightening impact the charity has on those it serves. Key statistics are highlighted via a classic typeface given a fresh, bold and contemporary spin, reflecting the charity’s blend of deep traditions and future-focused attitude.
These are complemented with impactful photographic spreads where beneficiaries of St. John’s Hospital’s tell their stories, thus giving a different perspective on the charity’s work and impact. The past, present and future is reflected on each page. We helped Bath-based charitable foundation St. John’s Hospital communicate its present impact and future ambitions by developing an annual impact report – the first ever in the charity’s 842-year history.
“We’ve been overwhelmed by the positive response to our first ever annual impact report. The House has helped us to craft a compelling invitation to the wider community to share in our work.” Sue Porto, chief executive