Sample Excerpt: Annual Report for St. Vincent de Paul Society (Catholic Charity)

 
  

Strategy: I created a theme to run through this whole piece: "MORE." Knowing that, in this age of 50% administration costs for many charities (for St. Vincent, it was 14%), a key audience hot button was ensuring that their donations went further and did more . So, we drove that idea home throughout the piece.  So the section headings became: MORE Served, MORE Money to Services, MORE Than Just Volunteers, MORE Than Handouts, MORE Skills Taught, MORE Than Just "The Poor," MORE Than Just Catholics, and finally MORE of a Difference.

 
Headline:

 

Welcome to MORE…

 

There’s charity…and then there’s the St. Vincent de Paul Society. Since 1903 in north Georgia, the Society has been redefining what “charity” means. Those who know our work or do our work understand the difference. Our unique philosophy drives a different way of doing business – one that effectively magnifies all investments of time and money. It all comes down to MORE…More of everything, as you’ll see in the coming pages.

Simply put, MORE means more impact and more people served…

Because the work of the Society fosters self-sufficiency, our clients are less likely to need ongoing assistance, and that makes more room for others. And as people get back on their feet, not surprisingly, they often want to give back to the entity that gave them a helping hand. The next generation of donors and volunteers are born. And the circle of service continues. It’s all part of MORE…

 

Second Spread: Right-side copy

MORE Served
Enough to Fill Four Stadiums

 

We’re talking more than 200,000 people – 212,412 to be exact served in Georgia. That’s one organization. One year. We’ve been busy. Or, more accurately, our army of volunteers and Vincentians has been busy. Yet, given the formidable array of Society programs at our disposal, serving more than 200,000 people is downright inevitable. It’s all part of MORE…

 
MORE Money to Services
Time For a Quick Math Lesson…

Unless you’re a bean-counter type, our “financials” aren’t likely to be your idea of scintillating reading (see end pages). But we think you’ll find one number most interesting: the percentage of Society revenues that go directly to services.   With the Society, it’s MORE… (are you surprised?)

To calculate that crucial percentage (on ANY financial statement, incidentally…), look at the Program Services and Total Revenue figures:

 

Program Services Expenses: $5,068,344

Total Revenue: $5, 871, 806

 

Now divide Program Services Expenses by Total Revenue. In the case of our fiscal year 2004-2005, you end up with .86 or 86%. Meaning that in our last fiscal year…

 

86% of Society proceeds went directly to program services

 

In case you’re not sure, that’s high. Really high. When 86 cents of every dollar has a direct impact on someone’s life, you can reach a lot MORE…

MORE Than Just Volunteers
Volunteers ²     

To say that the Society relies on its volunteers would be like saying the Atlanta Braves rely on their players. Our volunteers are the heart and soul of the Society. We couldn’t begin to serve the numbers we do without them. But beyond our legions of selfless volunteers, there’s MORE… the Society’s secret “weapon for good”: The Vincentians.

 

The Next Level of Volunteer

More than just volunteers, yet still unpaid, the Vincentians are part of an older more established order of volunteers who view their service as a sacred calling. They are counselors that visit those in hardship, listen “beyond the need” and return to the Society to discuss the most appropriate aid for each particular client. Vincentians are the true stewards of the more holistic approach to charity that’s the Society’s signature.       

 

 

Sidebar Story:

 

Not so long ago, Angelica worked in the fields in Mexico, harvesting fruits and garlic

in 105-degree heat – something she thought she’d be doing her whole life. Married at 16,

now she’s the single mother of four children, living in Georgia and working at a Kroger

supermarket 40 hours a week.

 

Angelica heard about GED classes at the St. Vincent de Paul Society and decided to enroll. Because her job doesn’t pay enough to support her family, she talked with the Society about financial aid with her rent. “For the first time in a long time, I felt really supported.” Her goal is to complete her GED, start cosmetology classes, and one day own

a hair salon. Angelica has come a long way, and thanks in part to the work of the Society, each day dawns a bit brighter for her and her family.

 

END

 

The St. Vincent de Paul Society

(Catholic Charity)

Annual Report