The history of Live Aid

It’s more than 25 years since this remarkable event, so we thought it was about time we put it on SOFII. In this exhibit we look back at how the idea was conceived and what made it one of the most significant fundraising campaigns of our time.


Macmillan Cancer Care and Bethesda Hospice: meet Etta Macleod, an extraordinary fundraiser

Etta Macleod personifies the unsung heroes of the fundraising world: the courageous tireless volunteers who raise millions of pounds for their favourite causes. Etta’s fundraising is unconventional and a pleasure to witness.

Motor Neurone Disease Association – John’s journey

This story is powerful, inspiring, direct, humbling and honest.

Battersea Dogs & Cats Home: ‘secret suppers’

Battersea Dogs & Cats Home struck gold with a marvellous and original idea to show their urgent need to wealthy donors. 


The fundraising climate: a consumer confidence update

by Andrew Papworth

Do you agree with Andrew Papworth when he says that fundraisers are going to find it tough for the foreseeable future? Here on SOFII you’ll find his thoughts on the latest consumer confidence survey

Opinion pieces
(Comments: 0)

Monday was the day of the IWITOT ‘I Want To Talk At That’ audition

Move over all those talent shows on television screens all over the world – SOFII’s first every auditions to find fresh talent for IWITOT took place this week. Check out the results here.

(Comments: 0)

How the suffragettes became one of the most successful brands ever

by Aline Reed

You might be surprised to know that one of the most successful branding exercises ever was performed by the first suffragettes in Britain. They were, of course, notorious for their demonstrations of bravery, but also for the splendid ways they raised huge amounts of money to promote equality for women everywhere. One woman was so inspired that she donated £1000 a year – £80,000 in today’s value, to be paid until women were given the vote. You’ll find out lots more here. 

(Comments: 0)

Tutorial 56 – strategy for the small organisation

by Jerry Huntsinger

Are you trying to raise money for a small charity? Worried that you can’t compete with the ‘big boys’? Then head over to this latest tutorial from that other eminent fundraiser Jerry Huntsinger and you will find that you actually have some advantages over larger organisations – who might also find something useful.

(Comments: 1)


A random sampling of the 62 showcases on

Best donor recruitment initiatives showcase

iconDonor recruitment is vital to any charity. Whether through direct mail, telemarketing, face-to-face fundraising or e-marketing, how do you make sure your methods have that magic that will make the donor tick… and ultimately make a donation? Take a look at these great examples to inspire you for your next big idea. Tour this showcase now.

The small charity showcase

iconSmall charities help millions, yet so often can’t keep up with the well-resourced big brand charities when it comes to sharing ideas, expertise and experiences. SOFII was set up as a source of free ideas for all fundraisers everywhere but we’re particularly eager to help those disadvantaged by size. SOFII aspires to help charities with big ambitions but small resources because, when it comes to sharing skills, best practice, innovation and inspiration, they tend to have to fend for themselves. Tour this showcase now.

Event fundraising showcase

Charity events are as varied and colourful as fundraising itself. They’re only limited by the imaginations of their organisers and their capacity to make things happen against all odds. But in many markets the costs of running events are rising and competition for donors' interest and participation is fierce, not to mention competition for their funds. In this section you will find details of some of the world’s most original and effective events. Tour this showcase now.

Multi–media (multi-channel) campaign showcase

iconNot many tasks are more challenging for today’s fundraiser than mounting a campaign that has to succeed across a wide range of different media. But, increasingly, fundraising and social change campaigns are required to work in more than one medium, often in several. Truly the twenty-first century fundraiser has to be a master of communication. To get one central message across consistently and effectively deploying all of the available media demands consummate professionalism. Tour this showcase now.

SOFII in Italian

Thanks to Tiziana Fattori, our ambassador in Italy, we can now offer you SOFII exhibits translated into Italian. Enjoy! If you’d like to see more please get in touch and help us translate the rest.

Tour this showcase now.



Last chance to change the world: the legacies (bequests) showcase

Please treat this section with respect. For if within these pages you can find out how to increase your share of the massive legacy (more commonly referred to as bequests in North America) income that seems to fall each year from heaven above into fundraisers’ laps, you’ll have done well indeed. So, this is the place where you’ll find some of the best ideas worth borrowing, truly the all-time greats of legacy marketing. Tour this showcase now.

The membership showcase

iconMembers equal strength, power and voice, but members can also be difficult and inconvenient. Having members can give validity to your campaigns and make those in power sit up and pay attention. But members also take maintenance and can be very demanding. They can be disruptive and distracting. However, many organisations wouldn’t be without their members for the world. Membership is unlikely to be the best course for all organisations, but might it be right for you? Tour this showcase now.

Face-to-face fundraising showcase

iconFor many organisations face-to-face or street fundraising has proved to be the most cost-effective way of recruiting large numbers of new monthly donors. But there are problems and challenges too. Many lessons have been learned around the world since face-to-face fundraising first became popular, and this showcase seeks to capture these and share them with you. Editorial for this section is currently being prepared and updated. But why not click the link and have a look anyway? Tour this showcase now.

More services

iconEven more from SOFII to you, including the fundraiser’s toolbox, sites to be seen and SOFII’s bookstore.
Tour this showcase now




Press advertising ‘off the page’

iconThough it has declined in importance for fundraisers in recent years there are many markets where there’s impressive potential for press advertising to make a significant comeback. This section features some of the most effective press advertising of all time, from the great Amnesty and Oxfam ads of yesteryear to today’s stunning ads for Bhopal. Tour this showcase now.

Thank you

SOFII gratefully acknowledges the generous and catalytic support of the Joffe Foundation, UK, which has made possible SOFII's growth and development to date.

'My Trust is delighted with its investment in SOFII. We are very pleased that we have been able to be of assistance in the launch of this important initiative.'
Lord Joel Joffe.


SOFII is supervised by The SOFII Foundation, a registered charity in the UK, No 1124743.

SOFII’s development director is Sue Kershaw. She can be reached at

'We love SOFII. Next year we hope to help again.' 
Lynne, HMA, Vancouver.

© The SOFII Foundation 2010.



Get in touch

Once you have registered you will automatically be kept up to date with how SOFII develops. For any other queries please visit our contact page.