Atlanta Women's Fund
Annual Report
via Agency 360
©1997 Atlanta Women's Fund
Problem: The Atlanta Women's Fund (now known as the Atlanta Women's Foundation) wanted their first annual report to elicit a gut reaction. They had a story to tell: making grants of more than $900,000 in just 4 years to organizations and individuals under such broad brush strokes as Challenging Violence against Women; Economic Justice for Women; Women Who Are Homeless; and The Face to Face Project.
More than that, they wanted a vehicle that would motivate people - men and women - to support their $10 million endowment campaign over the next 7 years. Oh, and because they put most of their money into grants, they had very little to spend on this project.
Solution: Using typography only, create instantly recognizable stereotypes about women - then draw aside the veil (actually translucent vellum paper) to reveal the true situation.
Did it work? At last report, the AWF is still using this document as a fund-raising tool. And it has become a template for other not-for-profits to work from.
via Agency 360
©1997 Atlanta Women's Fund
Problem: The Atlanta Women's Fund (now known as the Atlanta Women's Foundation) wanted their first annual report to elicit a gut reaction. They had a story to tell: making grants of more than $900,000 in just 4 years to organizations and individuals under such broad brush strokes as Challenging Violence against Women; Economic Justice for Women; Women Who Are Homeless; and The Face to Face Project.
More than that, they wanted a vehicle that would motivate people - men and women - to support their $10 million endowment campaign over the next 7 years. Oh, and because they put most of their money into grants, they had very little to spend on this project.
Solution: Using typography only, create instantly recognizable stereotypes about women - then draw aside the veil (actually translucent vellum paper) to reveal the true situation.
Did it work? At last report, the AWF is still using this document as a fund-raising tool. And it has become a template for other not-for-profits to work from.