Unlike traditional colleges and schools on campus, the Auburn University Libraries do not have a built-in alumni base or natural pool of donors. Connecting potential donors with a constituency like the libraries can be difficult during a non-pandemic year, but doing so during 2020 presented an even greater challenge—especially for a new development officer who was hired shortly before the pandemic began and had not met her current and potential donors. The Office of Development Communications team developed the solution: a pair of complementary engagement pieces, including the Auburn University Libraries case statement. With a combination of pragmatic funding opportunities, nostalgic references and messaging, and design influences from current digital collections, the Auburn Libraries case statement created a powerful engagement resource.
From the Judges
A pandemic. A new development officer. An area with no natural constituency base. How do you begin to make a case? Auburn produced a comprehensive and concise publication to make a strong case for support of its libraries. To reach a broad audience, the copy covers nostalgic references to current collections. We like the departure from the traditional navy and orange for this piece. The warm browns and neutrals are welcoming. Extremely effective use of budget and available resources to achieve a good return on investment.
