Every autumn, the Boys & Girls Clubs of Venice hosts a large fundraising gala featuring dinner, celebrities, live entertainment, and an auction. Printed programs are distributed to attendees to commemorate the event and communicate with supporters. The majority of attendees left these programs behind at the end of the evening, representing not only a loss of engagement, but a missed opportunity. The Boys & Girls Clubs of Venice wanted to change that without exceeding their limited budget.
We were approached to design a printed piece for the club that would serve as both the gala's program and as a year-round promotional tool. It was important to not only create a charming publication that attendees would keep, but to use that publication to increase engagement with the organization's supporters. The result was a magazine whose contents were free-wheeling, highly-illustrated, fun and informative. Boys & Girls Clubs’ marketing staff wrote articles that promoted the club and the Venice community. It featured staff profiles, recipes, and local attractions. Most importantly, it highlighted the kids whose lives the organization was impacting.
The magazine was an immediate hit. At each year's gala, attendees were enthusiastic about the magazines, and took them home at the end of the event. The club utilized these throughout the year as fundraising tools. The magazines provided support to the organization in a way that worked within their budget, allowing them to focus on the children they serve.