Most inspirational fundraising of all time showcase

Multiple Sclerosis Society, Holland: television commercial

This remarkable television commercial is so powerful it stops the viewer in his/her tracks. Yet not a word is spoken, the message is entirely conveyed in movements, gestures and looks. This a brilliant use of television, a courageous creative presentation of the personal impact of a devastating disease. It will be instructive for anyone working in a similar field and many others too.

Eihei Dogen fundraising letter: from 1235

Sent in the year 1235, this may be the oldest fundraising letter on record. It is also an extraordinarily competent appeal that identifies the different types of people that the writer wishes to address.

The Society for Effecting the Abolition of the Slave Trade: minute regarding the need for fundraising: from 1788

This piece offers a unique insight into how, 220 years ago, funds were raised to help fight one of the greatest social evils of all time.

In its formality, the 114-word single sentence of this solicitation has a distinctly quaint character.

Dr Barnardo’s Homes: four fundraising greats from the distant past

Dr Thomas Barnardo was one of the Victorian era’s great philanthropists. These archive examples of his personal fundraising style and efforts are a unique treasure for the body of fundraising knowledge and best practice.

Bosnian Handicrafts: ‘shopping with a purpose’ campaign

This highly professional multi-media campaign from Bosnia shows that inspirational and innovative fundraising can succeed anywhere.

RSPB brand stretch work

Ten brilliant images designed to inspire and introduce new audiences to the work of one of Britain’s premier conservation organisations.

Help the Aged ‘You have this gift’ direct mail acquisition pack

Breakthrough discovery! New material is unearthed, adding new insight to one of SOFII’s ‘Best of the Best’ campaigns ‘The idea for the pack came when he was taking the opaque plastic lid off a takeaway cup of coffee on the train.’

The ActionAid inserts with built-in reply mechanism

This promotion raised £millions and won almost every direct marketing award going. It also helped propel a new and little known organisation called ActionAid into the list of Britain's top 20 charities. Action Aid created a new format, which was then copied by dozens, perhaps hundreds of other organisations.

Ryton Gardens: recyclable mailing

Ryton Garden’s famous recyclable mailing is one of the best ever examples of the benefits fundraisers can realise when they show that they really understand their donors.

Operation Raleigh: toilet paper mailing

Truly, the best fundraising is almost invariably the most simple and most direct. This mailing also successfully shows the value of writing ‘from the field’, in a distinctive way.

Greenpeace International: the reinvention of face-to-face fundraising

Across the world the approach Greenpeace developed for direct dialogue changed the way fundraising organisations recruit new monthly direct debit donors. Raising millions, perhaps billions of pounds in the process.

Dogs Trust (sponsor a dog)

 One of the most imaginative, instructive adaptations of the concept fundraisers have dubbed ‘the best fundraising proposition of all time’.

Giving Scotland crisis campaign

The Giving Scotland campaign was launched in the face of intense scrutiny of charities in Scotland but this courageous campaign changed everything.

Dream a Dream’s ‘uncrush a dream’ campaign

From India, this ‘uncrush a dream’ concept is a brilliant idea for engaging donors, whether it used when introducing and explaining a cause to passers-by in the street or as people gather at organised events.

Islamic Aid: fundraising strategy

Islamic Aid is an impressive charity that has grown dramatically in the space of just eight years from scratch to raise an income now approaching £12 million. This is the story of how a charity has managed to raise millions, beyond its expectations, through the careful targeting of its audience, by keeping good records of all its donors and ensuring that every donation is maximised through Gift Aid.

How Giles Pegram motivated fundraisers at the NSPCC

When Giles Pegram had the somewhat novel idea of thanking individual fundraisers when they had done something special, he had a great idea that not only thrilled and motivated them, but also inspired other fundraisers around them.