Winner: Greater Baltimore Committee for 'GBC Leader' Newsletter
E-mail is by no means an avant-garde communications vehicle, but that doesn't mean there aren't ways to make it more vibrant, effective, relevant or accessible. The Greater
Baltimore Committee - an organization of businesses, nonprofits, educational and civic institutions working to improve Baltimore's business climate - did just that with its "GBC
Leader" newsletter. The newsletter provides GBC members with news, event and committee information, and member profiles.
"GBC Leader" was already being distributed to almost 2,000 owners, CEOs, executives and employees of GBC member companies and nonprofit organizations. But its creators -
communications professionals - kicked it up a notch to move away from its stodgy format and uninviting design.
They distilled the block of text usually present on the first page and replaced it with short but descriptive links to various stories, thus allowing the readers to choose the
content they found most interesting. In addition, a distinctive banner was added across the top of the newsletter to make it immediately recognizable when it arrived in someone's
inbox, and a colorful new design was implemented.
Now, the e-mail newsletter commands the attention of its audience. Its success is evidenced by the solid percentage of newsletter messages that are opened - thereby avoiding
the ultimate e-mail communications black hole: the deleted items folder.
Honorable Mentions
Improving the Effectiveness and Efficiencies of Electronic Mail Communications: Allstate Insurance Company-North Central Region To increase the effectiveness of its e-mail
communications, Allstate executives conducted a survey to decide where to start. The study revealed that e-mail was the preferred method of communications, but there was a
unanimous call to reduce correspondence to priority messages only. The team created e-mail guidelines and a weekly electronic newsletter to consolidate intra-office news. The
outcome was a 39 percent decrease in the amount of e-mail sent from the regional office - a true accomplishment in a world that's quick to hit the "send" button.
Broward County Library's E-newsletter Seeking a non-traditional way of marketing to library customers, Broward County Library created a monthly e-newsletter that gave customers
direct access to library information, regardless of their location. With a base of 121 subscribers in April of 2004, the newsletter grew to more than 2,000 two years later.
The Power of Hope and Operations ReSTORE Hope: Entergy Corporation After Hurricane Katrina hit, the energy company Entergy launched an e-mail campaign to gain support and raise
funds for employees affected by the disaster. By using its grassroots advocacy network, EnPower, Entergy was able to provide displaced employees with donated clothes, household
goods, and hygiene supplies, as well as an online store. The operation raised $4.2 million for The Power of Hope Fund and awarded more than $618,000 to non-profits in the area, as
well as individual/family grants ranging from $500 to $10,000.