United Way Honors Media-Savvy Affiliates

Local groups bring home awards in annual contest for best fund-raising materials, ads, and promotions

Dozens of local United Ways have garnered awards in the 1999 Communications Contest sponsored by the United Way of America. A total of 236 fund-raising and other materials were chosen from among 1,860 entries to receive first-, second-, and third-place honors.

ALSO SEE:

Winning ads from Salt Lake City and Rochester, N.Y.

The communications competition was created by United Way of America to single out the best posters, brochures, direct mail, special-events promotions, billboards, and other materials used in on-the-job fund-raising drives and other solicitations, as well as in print, radio, television, and other advertising campaigns.

One of the primary objectives of the contest, United Way leaders say, is to spread fund-raising and promotional ideas that work among the 1,400 local United Ways nationwide.

The entries were judged by a panel of 28 corporate marketing executives and communications and other officials from local United Ways, who rated the materials on overall creativity, production quality, and other criteria, such as how well the material demonstrated the difference a local United Way had made in its region.

Several of the winning entries featured examples of local people who had received help from United Way — to get across the message that gifts are used in the donor’s community.

Many United Ways focused on hard statistics to broadcast low fund-raising costs or the number of people assisted, while others found creative ways to graphically illustrate “hope” and other less-tangible benefits that donors bring to communities by giving to United Way.

Some entrants designed materials to use with multiple audiences, such as donors and clients, or for dual purposes, such as on-the-job campaign solicitations and more general promotions to the general public.

Annual ReportsDivision I

• First place: United Way Community Services (Detroit), “Annual Report”
• Second place: United Way of King County (Seattle), “Security Report to Our Community”
• Third place: United Way of Greater Rochester (N.Y.), “Annual Report”

Division II

• First place: United Way of the Great Salt Lake Area (Salt Lake City), “1998 Report to the Community”
• Second place: United Way of Central Florida (Highland City), “1997 Report to the Community”
• Third place: United Way of Muskegon County (Mich.), “1997 Annual Report”

Division III

• First place: Valley United Way (Ansonia, Conn.), “Touch a Life”
• Second place: United Way of Chippewa County (Chippewa Falls, Wis.), “Your Investment of Caring”

Campaign Case StatementsDivision I

• First place: United Way (Chattanooga, Tenn.), “Campaign Case Statement”
• Second place: Heart of America United Way (Kansas City, Mo.), “Campaign Case”
• Third place: United Way of Massachusetts Bay (Boston), “Support”

Division II

• First place: Cedar Valley United Way (Waterloo, Iowa), “The Power of U”
• Second place: United Way of Central New Mexico (Albuquerque), “CEO Folder”
• Third place: United Way of Schenectady County (N.Y.), “Building a Stronger Community”

Division III

• First place: United Way of Flathead County (Kalispell, Mont.), “Campaign Case Statement Brochure”
• Second place: United Way of the Klamath Basin (Klamath Falls, Ore.), “Leading the Way”
• Third place: Derry/Londonberry/Timberlane United Way (Derry, N.H.), “Puzzle Piece Flyer”

Campaign Posters

Division I

• First place: United Way of Westchester and Putnam (White Plains, N.Y.), “Impact Area Posters”
• Second place: United Way of Forsyth County (Winston-Salem, N.C.), “Change a Life”
• Third place: United Way of Massachusetts Bay (Boston), “Campaign Posters”

Division II

• First place: United Way of Central Florida (Highland City), “Vision & Change”
• Second place: United Way of Anchorage, “Series of 3 Posters”
• Third place: Community United Way of Pioneer Valley (Springfield, Mass.), “Campaign Posters”

Division III

• First place: United Way of Berkeley and Morgan Counties (Martinsburg, W.Va.), “Build a Caring Community”
• Second place: United Way of St. Charles (Ill.), “To Build a Better Place & To Build a Better Tomorrow”
• Third place: United Way of 1000 Lakes (Grand Rapids, Minn.), “Working and Caring Together”

Campaign Brochures–General

Division I

• First place: United Way of Dane County (Madison, Wis.), “Can You Make Small Miracles Happen?”
• Second place: United Way of Greater Greensboro (N.C.), “United Is the Way”
• Third place: United Way of Central Indiana (Indianapolis), “Touch a Life!”

Division II

• First place: United Way of Midland County (Mich.), “Building a Caring Community”
• Second place: United Way of Weld County (Greeley, Colo.), “Campaign Brochures”
• Third place: United Way of Pulaski County (Little Rock, Ark.), “U Can Shine”

Division II

• First place: United Way of Steele County (Owatonna, Minn.), “It’s About Life Trust Love It’s About Us”
• Second place: Oshkosh Area United Way (Wis.), “Campaign Brochure”
• Third place: United Way of Greater Jonesboro (Ark.), “The Power of Love”

Campaign Brochures–Targeted

Division I

• First place: Metro United Way (Louisville, Ky.), “County Guides to Services”
• Second place: United Way of South Hampton Roads (Norfolk, Va.), “Residential Brochure”
• Third place: United Way/Capital Area (Austin, Tex.), “Campaign Brochures Targeted”

Division II

• First place: United Way of Somerset County (Somerville, N.J.), “The Power of U/Special Guest Brochure”
• Second place: Stateline United Way (Beloit, Wis.), “Your Community”
• Third place: United Way of Morgan County (Decatur, Ala.), “Campaign Brochures Targeted”

Division III

• First place: Oshkosh Area United Way (Wis.), “Campaign Brochure”
• Second place: Land of Blackhawk United Way (Fort Atkinson, Wis.), “Spanish Translations of Agencies and Pledge Card”
• Third place: United Way of Flathead County (Kalispell, Mont.), “Corporate Pledge Card”

Direct-Mail Packages

Division I

• First place: Valley of the Sun United Way (Phoenix), “Give Hope a Hand”
• Second place: United Way of Massachusetts Bay (Boston), “Direct Mail”
• Third place: United Way of Metropolitan Dallas, “Direct-Mail Packages”

Division II

• First place: United Way of Pulaski County (Little Rock, Ark.), “The Power of U”
• Second place: United Way of Central Florida (Highland City), “Your Gift Starts Here”
• Third place: Sioux Empire United Way (Sioux Falls, S.D.), “Direct-Mail Packages”

Division III

• First place: United Way of North Central Iowa (Mason City), “Faithful Foundations”
• Second place: United Way of Flathead County (Kalispell, Mont.), “The Power of U”
• Third place: United Way of North Central Iowa (Mason City), “Don’t Give to United Way If”

Major and Planned Giving Materials

Division I

• First place: United Way/Crusade of Mercy (Chicago), “Leadership Giving Materials”
• Second place: United Way of King County (Seattle), “Leadership 1997/1998″
• Third place: United Way of Massachusetts Bay (Boston), “Join”

Division II

• First place: United Way of the Quad Cities Area (Davenport, Iowa), “1998 Leadership Circles”
• Second place: United Way of Central New Mexico (Albuquerque), “Major Gifts”
• Third place: United Way of the Capital Region (Harrisburg, Pa.), “1998 Capital Club Brochure”

Division III

• First place: United Way of the Lower Eastern Shore (Salisbury, Md.), “1998 Anchor Society Leadership Giving Campaign Brochure”
• Second place: United Way of Flathead County (Kalispell, Mont.), “Leadership Giving Brochure”
• Third place: United Way of Reno County (Hutchinson, Kan.), “Reno County Key Club Leadership Giving”

Newsletters

Division I

• First place: United Way/Crusade of Mercy (Chicago), “Impact Newsletter”
• Second place: United Way of Forsyth County (Winston-Salem, N.C.), “Leaders in Giving”
• Third place: Velley of the Sun United Way (Phoenix), “United Way Today”

Division II

• First place: United Way of the Great Salt Lake Area (Salt Lake City), “Connections”
• Second place: United Way of the Capital Region (Harrisburg, Pa.), “Best of All”
• Third place: United Way of CassClay (Fargo, N.D.), “United Voice”

Division III

• First place: United Way of Cass County (Logansport, Ind.), “United Way Newspaper”
• Second place: Brown County United Way (Aberdeen, S.D.), “Campaign Update”
• Third place: United Way of Chippewa County (Chippewa Falls, Wis.), “United Way at Work”

Year-Round Materials

Division I

• First place: United Way of Greater Rochester (N.Y.), “Educational Ads Print”
• Second place: United Way of Massachusetts Bay (Boston), “Leading the Way”
• Third place: Heart of Florida United Way (Orlando), “United Way at Work Program”

Division II

• First place: Greater Rock Hill United Way (S.C.), “Handy Dandy Agency Reference Card”
• Second place: United Way of West Tennessee (Jackson), “Directory of Agency Services”
• Third place: Community United Way of Pioneer Valley (Springfield, Mass.), “Year-Round Materials”

Division III

• First place: United Way of South Wood County (Wisconsin Rapids, Wis.), “Year-Round Holiday Ads”
• Second place: United Way of Flathead County (Kalispell, Mont.), “State Association Brochure”

Initiative/Program Promotional Materials

Division I

• First place: United Way of Dade County (Miami), “Initiative/Program Promotional Materials”
• Second place: United Way of Massachusetts Bay (Boston), “Help a Child Every Time You Drive”
• Third place: United Way of Middle Tennessee (Nashville), “Success by 6 Postcards”

Division II

• First place: Greater Mankato Area United Way (Minn.), “A Book for Betsy”
• Second place: United Way of Southern Nevada (Las Vegas), “The Human Side of Growth”
• Third place: United Way of the Piedmont (Spartanburg, S.C.), “Today’s Volunteers Tomorrow’s Leaders”

Division III

• First place: United Way of the Greater Hazleton Area (Pa.), “A Million Ways to Care”
• Second place: United Way of St. Lucie County (Fort Pierce, Fla.), “School Supplies for Students”
• Third place: United Way of Northern Shenandoah (Winchester, Va.), “Community Services Directory”

Pledge Cards

Division I

• First place: United Way of Massachusetts Bay (Boston), “Pledge”
• Second place: Metro United Way (Louisville, Ky.), “Pledge Card”
• Third place: Triangle Area United Way (Research Triangle Park, N.C.), “Scannable Pledge Card”

Division II

• First place: United Way of Southeast Mississippi (Hattiesburg), “Every Little Bit Counts”
• Second place: United Way of Camden County (N.J.), “General Campaign Pledge Form”
• Third place: United Way of Weld County (Greeley, Colo.), “Pledge Cards”

Division III

• First place: United Way of the Lower Eastern Shore (Salisbury, Md.), “United Way Makes Your Caring Count”
• Second place: United Way of Montgomery/Radford & Floyd (Christiansburg, Va.), “We’re Painting a Brighter Tomorrow”
• Third place: Stillwater Area United Way (Okla.), “Caring for Generations Pledge Card”

Employee Campaign Coordinator Guides

Division I

• First place: Metro United Way (Louisville, Ky.), “Tool Kit”
• Second place: Heart of Florida United Way (Orlando), “Employee Campaign Manager Guide”
• Third place: United Way of Tri-State (New York), “Campaign-in-a-Box”

Division II

• First place: Washtenaw United Way (Ann Arbor, Mich.), “Campaign Coordinator Guide”
• Second place: United Way of Chittenden County (Burlington, Vt.), “Employee Coordinator Materials”
• Third place: United Way of Southwest Alabama (Mobile), “Make It Count EEC Guide”

Division III

• First place: United Way of Montgomery/Radford & Floyd (Christiansburg, Va.), “1998 Campaign Coordinator Guide”
• Second place: United Way of Flathead County (Kalispell, Mont.), “Campaign Coordinators’ Guide”
• Third place: Land of the Blackhawk United Way (Fort Atkinson, Wis.), “Employee Coordinators’ Complete Guide to Running a Campaign”

Communicator Kits

Division I

• First place: United Way of Central Indiana (Indianapolis), “Solutions for People in Need”
• Second place: United Way of King County (Seattle), “See a Need, Get Involved, Change a Life”
• Third place: United Way of Dade County (Miami), “Communicators’ Kits”

Division II

• First place: United Way of Lubbock (Tex.), “1998 Communicator Kit”
• Second place: United Way of the Quad Cities Area (Davenport, Iowa), “1998 Communicator Kit”
• Third place: United Way of Northwest Illinois (Freeport), “Communicator Kit”

Print Advertising

Division I

• First place: Metro United Way (Louisville, Ky.), “Ad Campaign to Convey Key Messages”
• Second place: Heart of Florida United Way (Orlando), “Who Can They Turn To?”
• Third place: United Way of San Diego County, “Testimonial-Based Print Ad Campaign”

Division II

• First place: United Way of the Great Salt Lake Area (Salt Lake City), “Change the World”
• Second place: United Way of Whatcom County (Bellingham, Wash.), “Campaign”
• Third place: United Way of Chittenden County (Burlington, Vt.), “Print Ads”

Division III

• First place: United Way of Waynesboro/East Augusta (Waynesboro, Va.), “Profile of Agency Services”
• Second place: United Way of the Lower Eastern Shore (Salisbury, Md.), “Communicating with the Community”
• Third place: Pierre/Fort Pierce United Way (Pierre, S.D.), “United Way Ad with Clip-Out”

Special-Events Materials

Division I

• First place: United Way of Middle Tennessee (Nashville), “Menu for Caring”
• Second place: United Way of the Plains (Wichita, Kan.), “Two Thumbs Up Campaign Kick-Off Invitation”
• Third place: United Way of the Texas Gulf Coast (Houston), “Life’s Little Instruction Book”

Division II

• First place: United Way of Central Florida (Highland City), “United Way Thanks You”
• Second place: United Way of Mid Coast Maine (Bath), “Campaign Events Invitation”
• Third place: Greater Mankato Area United Way (Minn.), “A Book for Betsy”

Division III

• First place: Burke County United Way (Morganton, N.C.), “CBV/Healthy Burke”
• Second place: United Way of the Greater Hazleton Area (Pa.), “Summit Club”
• Third place: United Way of Chippewa County (Chippewa Falls, Wis.), “An Evening of Celebration, Recognition, & Awards Invitation”

Artwork, Photography, & Graphics

Division I

• First place: United Way of the Columbia Willamette (Portland, Ore.), “Photography/Artwork”
• Second place: United Way of Metropolitan Dallas, “Artwork, Photography, and Graphics”
• Third place: United Way of Minneapolis Area, “Photography”

Division II

• First place: United Way of the Great Salt Lake Area (Salt Lake City), “Community Solution Icons”
• Second place: United Way of Brown County (Green Bay, Wis.), “Challenge What the Future Holds”
• Third place: United Way of Southeast Mississippi (Hattiesburg), “The McFarlanes’s House Center for Prevention”

Division III

• First place: United Way of Franklin County (Greenfield, Mass.), “Local Photography with Character”
• Second place: United Way of Montgomery/Radford & Floyd (Christiansburg, Va.), “We’re Painting a Brighter Tomorrow”
• Third place: United Way of the Greater Hazleton Area (Pa.), “Without You There Is No Way”

Television Ads: Pro-Bono Production Costs

Division I

• First place: United Way/Crusade of Mercy (Chicago), “Words/You Can Write a Happy Ending”
• Second place: United Way for the Greater New Orleans Area, “Get the Power”
• Third place: United Way of Massachusetts Bay (Boston), “TV PSA”

Division II

• First place: United Way of Pulaski County (Little Rock, Ark.), “This Little Light of Mine”
• Second place: United Way of Greater Portland (Me.), “TV PSA’s Making a Difference”
• Third place: United Way of Berks County (Reading, Pa.), “:30 TV AD”

Division III

• First place: Deschutes United Way (Bend, Ore.), “Think Again”
• Second place: United Way of Page County (Luray, Va.), “A Way of Uniting a Community”
• Third place: United Way of Southeastern Idaho (Pocatello), “A Great Place to Live”

Television Ads: Paid Production Costs

Division I

• First place: Valley of the Sun United Way (Phoenix), “Have You Ever?”
• Second place: United Way of Southeastern New England (Providence, R.I.), “Busy Signal, Fight Night, Mug Shot”
• Third place: United Way of Central Carolinas (Charlotte, N.C.), “It’s You”

Division II

• First place: United Way of the Bluegrass (Lexington, Ky.), “Grocery Ad”
• Second place: United Way of Central New Mexico (Albuquerque), “TV Campaign”
• Third place: United Way of the Great Salt Lake Area (Salt Lake City), “I Can”

Division III

• First place: United Way of Cascade County (Great Falls, Mont.), “TV Advertising”
• Second place: United Way of North Central Iowa (Mason City), “Begin Changing Your World”

Radio Ads: Pro-Bono Production Costs

Division I

• First place: United Way of Massachusetts Bay (Boston), “Radio PSA”
• Second place: United Way/Crusade of Mercy (Chicago), “Radio Spots”
• Third place: United Way for the Greater New Orleans Area, “Get the Power”

Division II

• First place: Capital Area United Way (Lansing, Mich.), “Radio PSA”
• Second place: United Way of St. Joseph County (South Bend, Ind.), “Campaign Radio”
• Third place: Berkshire United Way (Pittsfield, Mass.), “Radio PSA”

Division III

• First place: Oshkosh Area United Way (Wis.), “Pro-Bono Radio Spots”
• Second place: United Way of Reno County (Hutchinson, Kan.), “The Power of You & United Way”
• Third place: Greater Douglas United Way (Roseburg, Ore.), “Defining Moments”

Radio Ads: Paid Production Costs

Division I

• First place: Triangle Area United Way (Research Triangle Park, N.C.), “1998 Radio Advertisement”
• Second place: United Way of Central Carolinas (Charlotte, N.C.), “It’s You”
• Third place: United Way of Southeastern New England (Providence, R.I.), “Bargain, Fight Night, & Getting Through”

Division II

• First place: United Way of Ashtabula County (Ohio), “1998 Campaign Radio PSA’s”
• Second place: United Way of Central New Mexico (Albuquerque), “Radio Campaign Advertising”
• Third place: Stateline United Way (Beloit, Wis.), “:60 Campaign PSA’s”

Division III

• First place: Deschutes United Way (Bend, Ore.), “Game Show”
• Second place: United Way of Cascade County (Great Falls, Mont.), “Radio Advertising”

Campaign Films: Pro-Bono Production Costs

Division I

• First place: United Way of Forsyth County (Winston-Salem, N.C.), “Change a Life”
• Second place: United Way of Massachusetts Bay (Boston), “Campaign Video”
• Third place: United Way of Broward County (Fort Lauderdale, Fla.), “1998 Campaign Video”

Division II

• First place: United Way of Central Georgia (Macon), “The Power”
• Second place: United Way of the Central Savannah (Augusta, Ga.), “Angels Among Us”
• Third place: United Way of Southeastern Connecticut (Gales Ferry), “Inspiration, Investment, and Impact”

Division III

• First place: United Way of Joplin (Mo.), “The Power of U”
• Second place: United Way of Gordon County (Calhoun, Ga.), “A Work of Heart”
• Third place: United Way of Flathead County (Kalispell, Mont.), “Change the World”

Campaign Films: Paid Production Costs

Division I

• First place: United Way (Los Angeles), “Los Angeles Campaign Video”
• Second place: United Way of Greater Rochester (N.Y.). “Campaign Film”
• Third place: Heart of America United Way (Kansas City, Mo.), “Campaign Video”

Division II

• First place: United Way of West Tennessee (Jackson), “Imagine”
• Second place: United Way of Acadiana (Lafayette, La.), “Campaign Video”
• Third place: United Way of Chittenden County (Burlington, Vt.), “Video”

Division III

• First place: United Way of Cascade County (Great Falls, Mont.), “Campaign Video”
• Second place: United Way of North Central Iowa (Mason City), “You Can Change the World”
• Third place: United Way of 1000 Lakes (Grand Rapids, Minn.), “Working and Caring Together”

Billboards/Outdoor Advertising

Division I

• First place: United Way/Crusade of Mercy (Chicago), “Words”
• Second place: United Way of ColumbusWillamette (Portland, Ore.), “Storyboards”
• Third place: Valley of the Sun United Way (Phoenix), “Give Hope a Hand Series”

Division II

• First place: United Way of the Coastal Bend (Corpus Christi, Tex.), “The Power of U”
• Second place: United Way of Schenectady County (N.Y.), “Not A Donation”
• Third place: Community United Way of Pioneer Valley (Springfield, Mass.), “Billboard”

Division III

• First place: United Way of North Central Iowa (Mason City), “You Have the Power”

Other Signage

Division I

• First place: United Way for the Greater New Orleans Area, “I’ve Got the Power”
• Second place: United Way of South Hampton Roads (Norfolk, Va.), “Mall Advertising”
• Third place: Heart of Florida United Way (Orlando), “Who Can They Turn To?”

Division II

• First place: United Way of Atlantic County (Egg Harbor Township, N.J.), “We Have Lift-Off!”
• Second place: United Way of Atlantic County (Egg Harbor Township, N.J.), “When You’re Hot, You’re Hot”
• Third place: The United Way (Amarillo, Tex.), “Busing for Community”

E-mail Messages

Division I

• First place: Capital Area United Way (Baton Rouge, La.), “15 Effective E-mail Messages”
• Second place: United Way of Greater Toledo (Ohio), “Monthly United Way E-mail Messages to Companies”
• Third place: United Way of Whitewater Valley (Richmond, Ind.), “E-mail Messages From IU East”

Stand-Alone (Non-Web Based)

Division I

• First place: Mile High United Way (Denver), “Donor Communication Interactive Program”
• Second place: United Way of Southeastern New England (Providence, R.I.), “Multi-Media Campaign Presentation”
• Third place: United Way of Morris County (Morristown, N.J.), “Virtual Campaign”

Division II

• First place: United Way of Anchorage, “CD-ROM Power of Community”
• Second place: United Way of Sarasota County (Fla.), “First Call for Help on Disk”

Web Sites and United Way Intranet Components

Division I

• First place: United Way of Metropolitan Dallas, “Web Site and United Way Intranet Component”
• Second place: United Way of San Diego County, “United Way of San Diego County Web Site”
• Third place: United Way of Broward County (Fort Lauderdale, Fla.), “UWBC Web Site”

Division II

• First place: United Way of Lubbock (Tex.), “United Way of Lubbock Web Site”
• Second place: Community United Way of Pioneer Valley (Springfield, Mass.), “Web Site”
• Third place: United Way of Wilkes County (North Wilkesboro, N.C.), “United Way of Wilkes County Web Site”

Division III

• First place: Valley United Way (Ansonia, Conn.), “Valley United Way on the Net”
• Second place: Stillwater Area United Way (Okla.), “Stillwater United Way Web Site”
• Third place: Marshfield Area United Way (Wis.), “Web Sites”

Recognition and Thank-You Programs

Division I

• First place: United Way Services (Richmond, Va.), “Praise Patrol”
• Second place: United Way of Central Carolinas (Charlotte, N.C.), “Surveillance Thank You”
• Third place: United Way Services (Richmond, Va.), “Community Recognition Tabloid”

Division II

• First place: United Way of Odessa (Tex.), “Campaign Volunteer Appreciation What a Difference”
• Second place: United Way of Acadiana (Lafayette, La.), “Thank You PSA’s”
• Third place: Stateline United Way (Beloit, Wis.), “Thank You Has No Boundaries”

Division III

• First place: United Way of Marquette County (Mich.), “1997 Newspaper Insert Thank You”
• Second place: United Way of Franklin County (Greenfield, Mass.), “Thank-You Magnets”
• Third place: United Way of South Wood County (Wisconsin Rapids), “Caring Works Magnet”