New Name, Fresh Look, Same Mission

For more than four decades, the Greater Lakes Region Children’s Auction has united our community to help local children and families in need. As our organization has grown, so has our ability to make a difference year-round. To reflect that growth, we are introducing the Greater Lakes Region Children’s Fund — a name that connects all of our fundraising efforts under one umbrella while keeping the Auction exactly as you know and love it.

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What is the Greater Lakes Region Children’s Fund?

The Children’s Fund is the new name for the organization that oversees the Greater Lakes Region Children’s Auction and other fundraising events throughout the year. It represents our philanthropic foundation — the entity that distributes nearly $800,000 annually to more than 60 local nonprofits supporting children and families. Since our founding, we’ve donated over $9.2 million back into the community.

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Why did the name change?

Over the years, our organization has grown beyond the December Auction. We now support several major fundraising events — such as the Children’s Auction, Pub Mania, Christmas in July, and The Sweepstakes Social — all of which feed into the Children’s Fund. The new name helps people understand that our mission continues all year long, not just during the Auction.

 

Is the Auction changing?

No. The Auction remains the same beloved event it has always been — a week-long celebration of generosity, community spirit, and volunteerism each December. The name change simply clarifies that the Auction is one of several events that support the Children’s Fund.

 

What does this mean for donors, volunteers, and sponsors?

Nothing changes about how you give, volunteer, or participate. Your donations and efforts will continue to support local nonprofits helping children and families in need. The new name simply helps us tell our story more clearly and show how every event contributes to the same mission.

 

Who created the new logo and brand identity?

We worked with Kate Lilly of Lilly Designs, our longtime designer and advocate, who generously donated her services and spent a year collaborating with our Communications Committee — Jenn Kelley, Janice Beetle, Beth Dodge, and Jenn Prince — to develop the refreshed brand.

 

What inspired the new logo?

The new primary logo features two children at play, symbolizing joy, hope, and community. It retains familiar elements — the font, color palette, and gold oval — to honor our history while introducing a fresh, youthful feel. Kate also created a brand badge, a simple icon that ties all materials back to the Children’s Fund when space is limited.

 

How were community members involved in the rebranding process?

Before making any changes, we surveyed more than 5,000 area residents to gather feedback on our existing branding. The responses confirmed that while the Auction remains deeply loved, it was time to refresh our look to reflect our growth and year-round impact.

 

What are the event logos?

Each of our four main fundraising events now has its own logo, designed to connect visually with the Children’s Fund brand. This unified system helps show that every event — from Pub Mania to Christmas in July — supports the same mission and community impact.

 

Will there be more events in the future?

Yes. The new brand structure allows room for growth. As new fundraising opportunities arise, they can easily fit under the Children’s Fund umbrella while maintaining a consistent, recognizable identity.

 

How does this honor the Auction’s history?

The rebrand stays true to the vision of Warren Bailey, who founded the Auction over 44 years ago as a one-day effort that raised $2,100 for local children. His legacy of community giving remains at the heart of everything we do. The Children’s Fund simply builds on that foundation, ensuring his vision continues to grow and thrive.

 

Explore More

View our new logos for the Greater Lakes Region Children’s Fund and each of our four annual events below.