Case Study: Hands on Atlanta Capital Campaign Brochure
Hands On Atlanta is an agency that mobilizes thousands of individual and corporate volunteers each year into direct hands-on service to achieve community transformation.
Since it was founded in 1989, Hands On Atlanta has become the largest community-based volunteer service organization in Atlanta and a symbol of the power of volunteerism and community engagement. After years of growth and moving to several different locations, Hands On Atlanta was able in 2003 to establish a new home for its members and stakeholders that truly supports its mission as an "incubator and hub" for community meetings and collaboration, volunteer training, leadership development programs and more.
To ensure that this perfectly conceived and centrally located space would be a permanent one, the Hands On Atlanta board decided in 2004 to initiate a capital campaign to raise the funds needed to buy and maintain their new building. Hands On Atlanta approached see see eye to develop a capital campaign brochure to help the agency tell its story and build its case for ownership.
Our Solution: Articulate Both the Abstract and the Concrete
After extensive interviews, see see eye concluded that the brochure had an opportunity to balance both abstract and concrete messages about the opportunity. We concurred with Hands On Atlanta that many potential donors knew little of the positive and widespread impact the organization has had on the communities it serves, and that the brochure could highlight these accomplishments. Finally, because real estate ownership offers both opportunity and risk, we recommended that the brochure balance abstract ownership outcomes with hard data that demonstrated the economic advantages of owning versus renting real estate.
The resulting 20-page brochure first introduced the reader to Hands On Atlanta’s vision in a section entitled "Why 600 Means Street?" (the headquarters street address). Abstract themes of service, collaboration, support and impact were introduced, accompanied by photos of collaboration, training and community service. A letter from the executive director and the capital campaign chairman followed, where the mission of Hands On Atlanta and the reasons for the capital campaign were clearly articulated. A "Who We Are" section acquainted potential donors with the history and accomplishments of the organization. "The Opportunity" section laid out a clear case for ownership. The brochure then concluded with a call to action.
Its square shape, small size, bright colors juxtaposed with black and white, the use of people photography and clear copy kept this brochure simple, engaging and compelling.
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