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Business & Strategy · Gala suite

A food bank's fall gala in an 1890s depot, designed whole

A county food bank's fall gala in a donated 1890s train depot, designed like the depot deserves.

The brief, verbatim

I direct the county food bank, and our fall gala raises half our budget — this year it must raise more; need is up 30% and two grants died. The venue is a donated 1890s train depot, all iron and brick and forty-foot ceilings. I want the whole evening designed like the depot deserves: an invitation so beautiful the table sponsors put it on their mantels, the program, the giving moment staged for the room, and the thank-you that turns a first-time donor into a decade-long one. Here's the tension you have to hold: it must be the most gorgeous thing our donors have ever been handed by a nonprofit, while reading as care, never extravagance — every dollar we spend on paper feeds someone. October 17. 240 seats. Make the room weep, then write checks.

What the room did

The whole evening as one object: the invitation, the program that tells a donor “You are not attending the gala. You are the year.”, the giving moment staged as a nine-rung paddle-raise ladder built off the proven $180K to clear $250K, and the thank-you written to turn a first-time donor into a decade-long one. Every written piece rides along as clean text for the printer.

The deliverable

Fall Gala Suite: the deliverable's own cover.
Fall Gala Suite · the deliverable's own cover
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You have a night that funds the year. Brief the studio in plain English and watch a room of specialists design it.

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