4 Min.The Joseph Foundation has published its 2024 annual report for the first time not in print or as a PDF, but consistently digitally as a website. The company is thus taking a new approach – contemporary, flexible and with many advantages for readers.
In conversation with Thomas Heuchling, it quickly becomes clear that there is more behind this decision than just a technical change. It is about accessibility, efficiency, cost savings and, last but not least, a modern appearance. We spoke to him about the motivations, challenges and opportunities of the new format – and about why the digital annual report is not an experiment for the Joseph Foundation, but a clear model for the future.
2be:
My first question to you: What motivated you to implement the annual report as a website this time and not as a print or PDF as before?
Thomas Heuchling:
Firstly, because it is more contemporary and the trend in our industry is clearly moving in this direction. On the other hand, it was also a requirement of the Management Board in order to be perceived as a modern company.
2be:
What goals are you pursuing with the digital annual report – both internally and externally?
Thomas Heuchling:
Internally, we want to make access easier. Hardly anyone downloads a PDF or prints something out anymore. It’s much easier to have a quick look on your cell phone. Externally, it is much cheaper: although a website also costs money, there are no printing costs. The report can also be easily shared via social media or the email signature. Another advantage: content can be adapted at any time – be it in the event of errors or minor changes.
2be:
Where do you see the biggest advantages over the classic format?
Thomas Heuchling:
Definitely in terms of flexibility. Content is easier to update and the display options are greater. A printed product is very limited in terms of scope and form, online we could theoretically also include videos – we didn’t do that this time, but it offers potential. In terms of automation and data maintenance, the creation process is also more efficient.
2be:
Were there specific requirements or wishes within the Josef Foundation that shaped the design and structure?
Thomas Heuchling:
Our corporate design, of course, ensures a consistent appearance. Beyond that, there are mainly legal requirements – for example for the annual financial statements or the sustainability report. These leave little scope for design.
2be:
How important was it to you that the content was not only informative, but also visually exciting and user-friendly?
Thomas Heuchling:
Very important – we wanted to make the content appealing and interesting for readers.
2be:
What role do interactive and multimedia elements play in your concept?
Thomas Heuchling:
Another one too small. I think once you’ve implemented the digital report for a year or two, you quickly reach the point where you start experimenting with videos, drone footage or other formats. Only when you’ve done your duty does the freestyle come – and then you can work more with such elements.
2be:
How have employees, partners or other stakeholders reacted to the new digital presence?
Thomas Heuchling:
The report has not yet been officially published, so there has been little feedback so far.
Internally, the response so far has been positive. The digital form in particular is perceived as fresh and modern.
2be:
Do you see the digital annual report more as a one-off project or as a model for the future?
Thomas Heuchling:
Definitely as a model. Of course, displaying large tables on a cell phone is not ideal – we were aware of that. But we will certainly not go back to a purely printed report. Whether online in its entirety, in parts or in combination – digital will continue to be our standard for the annual report.
2be:
What tips would you give other organizations that are considering digitizing their annual report?
Thomas Heuchling:
You should think about central content maintenance right from the start in order to avoid mistakes – so don’t send texts around in Word files, but automate processes as much as possible. It is also very helpful to invest more time in a clear structure at the beginning. We improvised a bit because it was our first time and had to make adjustments later. It’s better to develop a solid framework right from the start.
You should also check which content really works online. Some things – such as extensive tables from the appendix – are not suitable for display on a website. After all, we offered them as downloads. If you analyze this at an early stage, you can plan much more cleanly and efficiently.
2be:
Exactly, that was also what we learned: the first digital report in particular requires a lot of preparatory work in terms of structure and planning because it is not as flexible as a print product.
Thomas Heuchling:
Exactly. And it’s worth making a conscious decision at the start about which content works digitally and which is better outsourced. This saves you detours in the end.
2be:
Yes, it was an exciting process for us. We learned a lot, it was fun and I’m proud that we were able to implement it so successfully together. Now I’m delighted that we can go online.
Thomas Heuchling:
Me too.
Curious now?
Our contact persons will be happy to help:
Matthias Brinkmann
+49 911 47494949
brinkmann@twobe.de
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