Individual Fundraising Publications

General Observations

Our panel of six judges was wowed by the capital campaign publications from Bowdoin College, Cornell University, and Yale University. Their publications stood out from the other entries due to clear concepts, beautiful photography, well-written copy, and clean design.

One of the major flaws in this category was busy design. Gold medal winning institutions like the George School had an edge with their simplistic approach. The George School’s designers and copywriters restrained themselves and ended up with an elegant and effective hardcover book to raise money for a new library.

Our judges proved that they weren’t against splashy design by awarding a silver medal to MIT for “What is the Structure of Invention.” The design was off-putting to some, as was the steep price paid per issue, but the copy was inventive. It pulled off a delicate balancing act between progress and tradition, utilizing a human-sounding voice, which was hard to find among most of the entries. Indeed, it was easier to find good design than distinctive copy.

The judges concurred with last year’s panel of judges that it was difficult to get and apples and apples comparison on costs. Some publications only seemed to include printing costs, while others included fees for design, photography, and writing. The judges were mindful of costs, but it was not an overriding factor in choosing the winners. Plenty of wining entries produced great work for a reasonable price. The judges were also aware that institutions that raise billions of dollars may be able to justify higher costs.

There was trend toward big type in the best publications. Our judges liked this approach. It was easy to read and stood out among the 228 entries. Donors lead busy lives. Make it easy for them.

The annual report subcategory was the most difficult to judge. There were many strong, high-quality annual reports that did not quite rise to the level of a medal winner because they did not stray far from the formula. The best annual reports used some sort of device – illustration, readable introduction – to break free of the mold. George Fox University, for example, used ample white space, large type, and minimal photography to promote its future and mission, and their work garnered a gold medal.

There was a trend toward translucent sheets and overlays. These can create quite an impact if used carefully, but the judges saw too many examples of translucent sheets placed in front of either vital introductory information or gray, text-heavy pages. The effect was confusing rather than alluring. One entry had an overlay preceding the page with the president’s letter and photo. One judge remarked that it begged the reader to “ignore that man behind the curtain: the reverse, obviously, of the message the publication intended to convey.”

One judge remarked that too many covers and spreads showed faces in grids or tiny boxes. We understand that institutions may be reluctant to pick one fact to represent them, but they should find other solutions to running clusters of small photos. Good photography was often diminished for what must have been a desire to represent multiplicity or diversity.

Too many designers mistook boring repetition for continuity between spreads. Good design should be elaborated, not repeated. “Its like a monotonous folk tune when what you want is a jazz composition: riffs within a stated framework,” remarked one judge.

Gold Medals

Bowdoin College – The Bowdoin Campaign Case Statement
Cornell University – “Cornell Is…”
George Fox University – President’s Report
George School – “A New Library for George School”
Yale University – “Yale Tomorrow” President’s Report

Silver Medals

Biola University – Development Viewbook
Dartmouth College – “Engineering Revealed” Invitation
Kean University – Foundation Annual Report
Massachusetts Institute of Technology – “Structure of Invention” case statement
Saint John’s University – Eugene McCarthy Tribute brochure
Scripps College – “Postcards with an Edge”
University of Arkansas Fulbright College of Arts and Sciences – “Fulbright College: Perspective/Influence case statement
Vanderbilt Children’s Hospital – “Nathan’s Special Heart” Annual Report

Bronze Medals

Bryan College – “Taking the Lead” case statement
The Cleveland Clinic Foundation – Campaign Launch Brochure
College of Creative Studies – “Create Something Great” Annual Fund Brochure
Divine Savior Holy Angels High School – “This is About a Girl” Alumni Solicitation
Ecolé Internationale de Boston/International School of Boston – “Flavors of the World” Cookbook
The Loomis Chaffee School – “384 Pelicans”
University of California, Berkeley – Annual Report of Philanthropy 2006-2006
Willamette University – 2006 Annual Report
Williams College – Report from Williams 2006