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A Fundraiser Through the Grapevine

Challenge: Vineyard wants to raise money for cancer research.
A woman who works at a small vineyard wanted to give back to the community by planning a fundraiser for cancer research. At the same time, she thought it was timely to acknowledge the vast contributions made by women in the wine industry. She realized that women’s role in the wine-making process is underrepresented and that the subject matter would interest her customers.
Solution: Design a stylish 12” x 12” promotional calendar to honor women.
The vineyard’s needs called for a custom calendar, featuring photos of women in the wine industry in action on each month. Each woman was highlighted with a biography and personality snapshot in black-and-white film to conjure up the sense of history and achievement. To add functionality, the calendar grid listed wine festivals around the nation. Inside the front cover, the vineyard enclosed a personal letter from the publisher and two wine buyers. Calendars could be purchased online for $20 each.
Result: The vineyard’s fundraiser was a smashing success.
The calendars fruitfully honored the key female figures that are involved in wine, and in turn, developed a relationship with the vineyard’s customers by attaching personalities to the cold product. The online orders flooded in, individually and by the case! Wineries then sold the calendars within their stores for added value. A portion of the proceeds from sales was donated to a cancer research organization. From the grapevine to the shelves, the calendar served as a fulfilling fundraiser for the vineyard. Best of all, it can be repeated annually to pledge continued charitable support.


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