Best donor recruitment initiatives showcase
ActionAid: the ‘postal parent’ advert
These two black and white ads look dated now, and the first of these at least seems patronising too. But when these ‘postal parent’ advertisements appeared in the UK in the mid 1970s they were state-of-the art, the epitome of direct response fundraising.
View this exhibit.The National Asthma Campaign: straws mailing
This revolutionary pack features an irresistible involvement device, an easily detachable plastic drinking straw that readers are invited to detach, open and breathe through for less than a minute. It is an imaginative way of involving recipients and enabling them to feel for themselves what it’s like to live with asthma.
Royal National Lifeboat Institution: ‘boots’ advertisement
The shopping list is a classic fundraiser's device and this ad exploits the instrument to its full, offering the donor, in effect, the chance to kit out his or her hero.
Oxfam’s press ads from the 1950s and 60s
These press advertisements really did change the course of fundraising in Britain. They helped Oxfam to grow into a substantial international charity. Though they might seem crude and simplistic now, these ads very effectively alerted the post-war British public to considerable humanitarian needs abroad.
Habitat for Humanity: money back guarantee
Would a money-back guarantee help your direct mail? Habitat for Humanity tried it, and the results were as interesting and instructive as were their reasons for doing it.
The Lost Dogs’ Home, Melbourne: direct mail acquisition
The Lost Dogs’ Home, Melbourne, Australia is not just an exemplary practitioner of donor-centred relationship fundraising, they are also highly original and innovative. This pack is a perfect example of how important it is to constantly strive to improve DM fundraising tools.
Christian Aid’s text for nets
This exhibit is a great example of modern fundraising. While there is a lot of talk about fundraising by text messages, rarely do we find an appeal that makes it so easy, so compelling and so tangible.
United Way impact calculator
The calculator allows donors to put in an amount and it lets them know the impact of their donation. This is a simple tool that any organisation with a website can easily do. It’s a great way for engaging donors.
