The Calgary Society for Persons with Disabilities (CSPD) is a not-for-profit organization that relies on private donors and government funding to serve clients with disabilities such as autism, down syndrome and cerebral palsy.
Its annual report is the Society’s primary fundraising tool. And, with government funding cuts as well as increased competition for private donor dollars, this annual report needed to work harder than ever.
Approach & Solution
Instead of telling a financial story, we imagined the annual report as a fundraising tool that connected with donors emotionally. A single staple in the centre of the report demonstrated how a seemingly simple activity such as reading a report can be difficult for someone with a disability.
The result was an annual report that helped drive a 9% revenue increase and that couldn’t be ignored (including by the judges at D&AD and Cannes, who awarded it a prestigious black pencil and silver design lion, respectively).