Interval House gratitude report

Click on the image above to see a full PDF version of the report.



Other articles of interest by John Lepp

The 10 pillars of great relationships between charities and consultants


This case study appears in these showcases

More case studies from Interval House.

SOFII's view

This special annual, oops sorry, gratitude report does a great job in so many ways. It not only thanks donors, it really shows how much the organisation appreciates them and what they help to achieve. Each page features an individual – a volunteer, donor, someone Interval House has helped – and each starts with the word ‘celebrating’. The ‘celebrated’ person then talks about Interval House and what it means to them. It’s not the ‘organisation’ talking, yet we learn so much about it and the work they do. 

We love all the white space and the monstrous type size, but SOFII can be a little curmudgeonly at times, so a point off for using a sans serif typeface. 

Medium of communication:
Direct mail, online.

Type of charity:
Children, youth and family, poverty/social justice, women.

Target audience:

Country of origin:


Agents of Good/Interval House.

Name of exhibitor:
John Lepp, Partner, Agents of Good.

Date of first appearance:

To produce a report that spends copious amounts of time thanking and celebrating its donors and reports back on the good that was accomplished thanks to their support.


For the past three years we have been working with Interval House on their annual ‘annual’ report. First things first, we scrapped that and called it what it really was: a ‘gratitude’ report.

In year one, our vision was to leave donors feeling active and engaged right from the title. Together, we walked them through each room at Canada’s first centre for abused women and children, telling positive and powerful stories that showed their gift in action. We also wanted to showcase the unique and sacred space that is Interval House – this is not an ‘off-the-shelf’ solution.

Year two we reverted back to classic storytelling, all from the perspective of one woman who moves through the Interval House, getting the help and healing she needs.

And this exhibit, for year three, centres around the smallest but the most important celebration – the celebration of the donor. Our multi-channel approach based on thoughtful segmentation: postcard and e-blast driving traffic to online version, mailed hard copy.

Special Characteristics:

Working with Dan Banko, photographer and fellow agent, we shot all of the photographs with an iPhone to add some warmth and imperfections to the design. There was also special consideration for readers’ eyes: the type is monstrous and there is plenty of white space.


Will just be arriving in donor mailboxes this week.


$10,000 Canadian.


Too many annual reports are navel-gazing affairs that are far too long and far too boring for most donors. Worst of all, some leave them (the donors) out completely. Every annual report we create for our clients focuses on love for its donors and acknowledgement that all this good would never happen without them.

I'm Enamored

This is awesome. Why didn't I think of it? It SO hits the nail on the head. And it's MUCH better than all the ego-centric ("We", "I", "Us", "Our") writing one finds in most annual reports. I hope this had a remit envelope stuck inside (a tribute envelope is what I'd enclose, so it's more a service to donors who'd like to celebrate their loved ones rather than a hard-hitting solicitation), as I'm sure it would inspire donations!


Really great idea executed with warmth, clarity and joy. Getting insights into why other people support the charity must help the readers come to a decision to give themselves.

Post new comment

This question is for testing whether you are a human visitor and to prevent automated spam submissions.
Fill in the blank

Thank you

SOFII gratefully acknowledges the generous and catalytic support of the Joffe Foundation, UK, which has made possible SOFII's growth and development to date.

'My Trust is delighted with its investment in SOFII. We are very pleased that we have been able to be of assistance in the launch of this important initiative.'
Lord Joel Joffe.


SOFII is supervised by The SOFII Foundation, a registered charity in the UK, No 1124743.

SOFII’s development director is Sue Kershaw. She can be reached at

'We love SOFII. Next year we hope to help again.' 
Lynne, HMA, Vancouver.

© The SOFII Foundation 2010.



Get in touch

Once you have registered you will automatically be kept up to date with how SOFII develops. For any other queries please visit our contact page.