Fundraising Publications Packages

2010 Circle of Excellence Awards Program

Judges Report

Overview

This category consisted of 31 entries from a wide range of schools. Materials entered were diverse, varying from annual giving mailings, to event-related fundraising materials, to capital campaign materials. Several entries consisted of a series of print, web, and social media components. The strongest entries showed innovative thinking, compelling writing, good design, and documented results. The strongest entries also tended to be focused on achieving a clear, well-planned goal. Entries that didn't make it into the final round of judging included those that failed so show successful results or had weaker writing or design.

Silver Award: Kent State University - "Kent State University Centennial Campaign Case Statements"

The Kent State University entry featured a suite of campaign brochures. The judges were impressed by the simple, modern design style and its consistent execution. High-quality photography shows the campus in action, echoing the "Take Action" tagline. The judges noted that the materials were well produced and that the modular design creates many entry points into the materials (big headlines, pull quotes, charts, short paragraph stories), making it easy for donors to get the message as they thumb through the materials. The judges felt that the soft color palate and uncoated stock were right on the mark given Kent State's objectives-the materials are literally not "flashy," but practical, forward looking, and action oriented. The writing is strong and successfully uses donor stories to show the impact of philanthropy. Kent State reports that the materials are working very well for their development staff, helping to increase giving by $9 million during last fiscal year.

Silver Award: Knox College - "The Duke Petrovich '74 Challenge"

The Knox College entry featured promotional materials for a challenge campaign intended to inspire 5,000 donors to give over a short time period. Knox strategically used the challenge to retain and grow the donor base in a difficult economic time. The materials consisted of print mailings, a website, and Facebook messages. The reply form for the first print mailing included a "blank post-it" on which donors could write a message about why they gave. Knox then scanned these notes and used them on the web and on Facebook to generate further interest in the challenge campaign. The judges were impressed with the outpouring of donor comments. Knox consistently used Facebook, e-mail, and print to generate momentum, to create a sense of urgency, and to show progress toward the goal. Some of the judges felt the design was a little cliché, but the message was clear and the materials were consistently executed. All of the judges were impressed with the strategy behind this successful effort. The materials were innovative, well thought out, and effective.

Bronze Award: Brigham Young University - "Employee Giving Campaign 2009"

BYU's entry consisted of a poster series and a solicitation for a faculty and staff giving campaign. The judges were impressed with the results of the campaign as well as the strong photography in the posters. BYU had 67 percent of faculty and staff participate in the employee giving campaign in 2008; after implementing these materials, participation jumped to an outstanding 72 percent. The promotional posters, which featured staff who support the campaign alongside students who benefit from the campaign, clearly reached their target audience. The photography was nicely lit and very engaging, with clean, elegant typography. The posters kept the message straightforward and direct: "I'm investing in BYU." In addition, this campaign was very cost effective.