From the Nominator

The Office of Philanthropy Communications in Auburn University Advancement created a sleek print brochure—along with a floor-plan insert—to maximize fundraising potential for the renovated Hood-McPherson Building. Located in downtown Birmingham, Ala., the century-old building was purchased by the university in 2018 to create a new home for its Birmingham-based Urban Studio, a 30-year-old learning laboratory program in the College of Architecture, Design, and Construction (CADC). Urban Studio has played a key role in Birmingham’s revival by immersing third-year architecture students in real-world community development and design projects and connecting them with professionals in architecture-related fields. Auburn leaders also dedicated space in the facility for the university’s Harbert College of Business, a move that allows the college to build a permanent presence in Birmingham, located approximately 110 miles from Auburn. The renovated facility creates a dedicated space for collaborative endeavors between the two colleges. After initial meetings with our fundraising colleagues, the philanthropy communications team decided a professionally printed brochure, along with a PDF, was the best use of resources. The brochure offered a view of the Hood-McPherson's past and how the renovated space – along with Auburn’s increased presence in the city – will help shape the city’s future. Fundraisers began using the brochure in donor visits in November 2023, and early outcomes include a large philanthropic naming gift, along with several gift commitments that are still in process.

From the Judges

This winning entry presents a powerful case for revitalizing an iconic building and contributing to the city's vibrancy. The piece effectively showcases how the colleges, students, and community members can make a meaningful impact in Alabama's largest city. With crisp text, engaging visuals, and adjustable floor plan inserts, this publication is both easy to read and visually appealing. The introduction to the project is compelling, and the complementary PDF and flexible materials for frontline staff are a great idea.