Storytelling to ensure that the organisation's annual impact is brought to life
Crafting an interactive, web-based story for ITDP India's Annual Report 2024
Location
Global
Service
Advancing your communications
Year
2024
Collaborators
ITDP India
Role
Lead - Strategy, Design and Execution
Credit
I share the credits for this work with my super awesome team at ITDP India. I do not take ownership of this work.
Donors often have just one or two touchpoints with their partner organisations each year - and one of them is the annual report. Yet, most reports stick to numbers and projects, missing the deeper story: the ethos, the ground reality, the people behind the work. At ITDP India, we reimagined this touchpoint. Through an interactive web-based format, we told the story of 2024 in a way that connects the dots, sparks curiosity, and lets our partners not just read - but truly feel - our impact.
The interactive story of ITDP India's 2024 | Credits: Aangi Shah
"When reading about an organisations impact, I want to see experience passion, their motivations and their visions."
Every output is communication. The annual report is the organisation’s story of the year - and it works better when it has soul, not just stats.
Most annual reports summarise a year in facts, figures, and milestones. But we wanted ours to do more - to feel like the year we had. At ITDP India, we set out to transform our 2024 annual report into a storytelling platform - one that captures not just what we did, but how we thought, grew, and responded to the challenges of the year.
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What emerged was a digital, scroll-based experience: part newsletter, part photo essay, part honest reflection. It brought together bold visuals, personal voices from the team, short videos, campaign highlights, and moments of learning. The report didn’t just showcase outcomes—it revealed the process, the people, and the larger purpose behind every intervention.
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The shift sparked something bigger: funders wrote back. Partners reached out. New collaborators engaged with our work more deeply than before. In making the report more human and accessible, we turned a one-way update into an ongoing conversation - proving that storytelling isn’t a soft skill. It’s a powerful strategic tool to build credibility, trust, and resonance in the ecosystem.
