For the past six months, I have been working with the National Center for Learning Disabilities on this report and I am excited to finally be able to launch it into the world.
In my initial meeting with Director of Development Kevin Hager back in October, we discussed how NCLD’s 2011 annual report could be more readable than those in the past. Some of the previous reports “read like a Hemmingway novel” and consequently, no one digested the content. I pitched to Kevin that we could format this year’s report like a magazine—keep the articles short and use a lot of large, full-color artwork to draw readers into the material. Each section of content is formatted like an editorial story with a headline and artwork to match. The print version is printed on a high-gloss, high-quality, magazine stock. The idea behind the visual report was to keep the reading light; NCLD donors are parents—and on top of that—women, or mothers, whose reading schedules might be limited to a few minutes of a magazine here and there.