Charitable Gift Fund brochure.

BEST OF THE BEST AWARD ABAMN 2003 AD Awards Contest

Institution: National City Bank, Cleveland. Assets: $100 billion; 1,000 locations. Agency: Blattner Brunner Inc., Pittsburgh.

The purpose of this brochure was to introduce the bank's Charitable Gift Fund to a high net-worth audience and, at the same time, wrap it in several necessary legal and application documents.

Figuring that Americans like to be generous in making donations and caring about their local area, the brochure highlights that generosity and visually shows the personal involvement between people and their communities.

The Charitable Gift Fund product was unusual in that it works in tandem with local community foundations. Donors can open an account and recommend how the investments are distributed. One of the challenges involved in creating the brochure was the need to explain a rather complicated product in a way that encouraged participation.

The ad agency notes that one of the keys to a brochure like this is "speaking to your sales channels and understanding their needs."