Fundraising Publications Packages: The Loomis Chaffee School - Bronze Award

2008 Circle of Excellence Awards Program
Category 33. Fundraising Publications Packages
Loomis Chaffee School
Our Best Selves/Campaign Report and Annual Report
Bronze Award

Louise Moran
Director of Communications
Alumni/Development Office
The Loomis Chaffee School
4 Batchelder Road
Windsor, Connecticut 06095
(860) 687-6278


John C. Clark Director of Development
Louise D. Moran Director of Communications
Elizabeth Sigman Somerset Data Coordinator
Timothy G. Struthers Associate Director of Development
Seth N. Beebe Director of Information Resources
Kari A. Diamond Associate Director of the Annual Fund
Patricia Loomis Database Manager

Purpose and Objective as Related to the School’s Mission

“The mission of The Loomis Chaffee School is to advance the development in spirit, mind and body of boys and girls drawn from diverse cultural and social backgrounds and to inspire in them a commitment to the best self and the common good.” This particular fundraising package is the result of our desire (1) to celebrate and document for our entire constituency the successful conclusion of the school’s first-ever comprehensive campaign and still (2) to report thoroughly on the 2006–07 Annual Fund, an important component of the campaign and a part of Loomis Chaffee that still needs explanation regarding its critical relevance to life for students and faculty every day. Although closely intertwined, the campaign spanned six years and ended on December 31, 2006, and the “annual” fund closed on June 30, 2007, which made a clear presentation of the facts without unnecessary duplication particularly tricky. So, we decided to create two publications that are the same size: one with our usual horizontal orientation (the annual report) and the other with a vertical orientation (the campaign report) that would be mailed together to our entire constituency (14,200 alumni, parents and friends) in a clear polybag, which would show off the spectacular color cover of the campaign report, alerting the reader to the importance of this unique publication from their alma mater, and still allow us to jet-ink the address on the backside of the annual report as usual.

Annual Report

We kept most of the format and elements of the annual report the same as those that we have been using in annual reports for the past several years: minimal text; multiple lists arranged by constituency and by giving society; and sections on endowment funds, named gifts and the planned giving society. We chose commencement as our visual theme because graduation photos portray happy, confident, successful “boys and girls drawn from diverse cultural and social backgrounds,” and such images were readily available and relatively inexpensive from our usual photographer; in fact, the cover photo for the annual report was acquired from our local newspaper. We also printed only the first 12 pages of the 48-page report on high quality stock; the subsequent lists were printed in the school’s dark gray on a generic white stock. We were able to complete this report following a schedule with which we were familiar, and it was printed and ready for fulfillment by the time we had completed the campaign report.

Campaign Report

Consistent with the egalitarian philosophy of the school, we wanted to acknowledge and thank every donor who had participated in the six-year campaign, so we listed every single name inside and printed a note of appreciation from the head of school on a wrap belly band that is the very first thing the reader sees. Of course, we wished to recognize our top donors in a special way, so we featured them in distinct gift categories that appeared at the very beginning of the list of names. Furthermore, we selected a variety of those top donors to photograph and to quote about the motivation behind and the effect of their giving. Then, we paired those donors in the same double-page spreads with photos and quotations of current students, faculty members and parents who are benefiting from the consequences of the donations. The linking of real people — donors and beneficiaries — emphasizes not only the focus that the school always keeps on the individual members of its community but also demonstrates the real-time impact of the campaign on today’s school. Their stories aptly illustrate the meaning behind the campaign’s tagline “Our Best Selves,” which is taken directly from the school’s mission statement (above). During that selection process, we were also careful to choose donors who would represent each of the five distinct areas for support presented in the campaign case statement: the endowment, faculty support, financial aid, facilities, and annual fund growth.

We enjoyed adding a couple of special graphic elements — five fold-out pages (one for each campaign objective), metallic silver ink, a new professional illustration of the school, and a translucent wrap belly band — to this publication to indicate the level of achievement that the campaign marks for the school. However, we abandoned some of our original pricy ideas and used photographic stills from the original case statement, which enabled us to remain in budget as well as to come full circle as far as the campaign was concerned. For the campaign report, we increased the usual quantity to 14,800 so that we could distribute copies of that unique piece to each of our guests at the closing Campaign celebration in October. A week after the celebration, we mailed the combination of both pieces — the annual report and the campaign report — in polybags to our 14,200-member constituency.