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Multi–media (multi-channel) campaign showcase

ANC – emergency pre-election fundraising, from 1992

The ANC campaign that pioneered professional political fundraising in the UK and offered the British public the chance to play an active role in getting rid of apartheid forever.The campaign raised £2 million in six months with no budget and just one paid member of staff.

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Bhopal Medical Appeal: B’Eau Pal publicity stunt: don’t go near the water!

Don’t go near the water: 25 years after the world’s worst ever man-made disaster, B’EauPal shows that effective political campaigning takes ’bottle’ (a commonly used London term for courageous risk-taking). This is a classic opportunistic protest in a good cause.

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Helvetas: integrating awareness and fundraising

It's good to see an organisation that is prepared to shock us into seeing that many people just don’t have the basic amenities we take for granted.

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PCRF: fundraising from beyond the grave

How often does a fundraising campaign bring a star back from the dead to front a campaign for the disease that killed him? This is innovative fundraising, no doubt.

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ActionAid ‘Bollocks to Poverty’ campaign

Bullocks to PovertyThis is a very brave campaign. It talks directly to young people in the language they use everyday, with no punches pulled.

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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.

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Polish Scouting Association ‘Proficiency for life’ campaign

This is a vigorous, imaginative campaign aimed at persuading Polish citizens to give the one per cent of their personal income tax, which the law allows them to donate to a charitable organisation, to the Scout movement.

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Rex Dog Shelter: ‘A pet is not a toy’ campaign

Rex Dog ShelterThis is a ‘percentage’ campaign, one of Hungary’s first multi-media campaigns aimed at getting the public to sign over their one per cent entitlement. Many organisations have now successfully followed the Rex Foundation’s lead, with good results.

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Croatian Dogs appeal for new building

This campaign to build a rehabilitation centre in Zagreb raised a large amount of money at an impressively low cost to income ratio.

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Casa Speranti Edelweiss campaign

Hospice Casa SperanteiPublic fundraising is an increasingly important but still emerging activity in Romania. Here Casa Speranti correctly identified the power of linking their fundraising initiatives to the church.

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Breakthrough: the ‘is this justice’ campaign

BreakthroughThis is a brave campaign that fearlessly speaks out against social injustice in societies where such issues are rarely discussed, far less confronted.

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Bulgarian Red Cross: ‘one SMS, one hot meal for one Bulgarian child’ campaign

Bulrgarian Red CrossThese campaigns successfully united several established fundraising techniques including building corporate alliances and the use of new and old media.

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Arthritis Care: ‘people like us’ campaign

Arthritis CareThis colourful, imaginative campaign recruited new members at one third of previous costs because it’s creative, engaging and thought-provoking. It stirred people from their daily routine into doing something different.

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The Shires of Wood Green

The Shires of Wood GreenAn interesting take on animal sponsorship, created for an organisation that is fortunate to have a very attractive and substantial animal shelter in an attractive setting deep in the English countryside, where it is able to create a special world for regular donors.

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Bosnian Handicrafts: ‘shopping with a purpose’ campaign

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

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Dobrota Foundation: ‘everyone can be a philanthropist’ campaign

This massively ambitious multi-media campaign generated results that speak for themselves. It shows what can be achieved with vision and commitment, even in an emerging market.

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Strømme Foundation: ‘poverty buster’ (‘fattigdomsbekjemper’)

Strømme Foundation Poverty Buster campaignStrømme Foundation is an innovative Norwegian charity working to fight poverty in the developing world. The scheme is an imaginative way of engaging younger donors.

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Canadian Diabetes Association: Diabetes Summer Surge Campaign

This exhibit is an excellent example of how you can maximise the potential of your existing donors in an impressively short amount of time.

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Save the Children India: the ‘Every One’ campaign to reduce child deaths.

Nearly two million children in India die every year from easily preventable diseases. Through online and face-to-face contact, the EVERY ONE campaign aims to raise awareness about this by focusing on child mortality.

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Save the Children: Gaza ceasefire SMS campaign

When Save the Children took the thousands of messages they received to 10 Downing Street, the prime minister, then Gordon Brown, spoke out to demand a ceasefire in Gaza. They also converted 9,000 respondents to regular giving. 

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The German Leprosy Relief Association’s Different Strokes

Different strokes – an art show with a cause – organised by the German Leprosy Relief Associaiton in India created a world of opportunity for disabled, or rather differently-able, adults and children artists by giving them the opportunity to show – and sell – their work alongside that of professionals.

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RNLI: train one, save many campaign

A campaign from RNLI with a simple but powerful theme, message, image and call to action.

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The Salvation Army UK Christmas appeal 2010

Some donors have rational reasons for giving, some have emotional reasons and some go on a journey. Our strategy was to model this behaviour, to take the insight and analysis to new levels of understanding.

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Plan International UK’s ‘prospecting’ campaign

Sampling has become the primary route for selling software, music and film. Could it be applied to child sponsorship, which is such a desirable ‘product’ for many charities? 

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The Orangutan Protection Foundation’s adoption programme

A successful adoption programme is wholly reliant on a steady stream of progress updates. This is the means by which we build donor loyalty and is the key to maintaining that all-important loyalty on which charities rely and thrive.

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Arrels Fundació: cardboard hearts for the homeless

Arrels Fundació have come up with an excellent way to wear your heart on your sleeve to raise money and awareness of the growing number of homeless people in Barcelona. It is also easily copied.

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THE PLAN: the launch of child sponsorship, Spain 1937

This exhibit focuses on a documentary film made by Plan International, which shows how the idea of child sponsorship emerged and grew as a response to the dangers faced by children in the Spanish civil war, more than 70 years ago.

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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’.

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Centrepoint ‘sponsor a room’: donor acquisition by press advertising, with TV and direct mail too

This exhibit is proof that traditional direct response fundraising can still work in the current fundraising climate. It demonstrates simple yet effective press advertising combined with a clever use of digital technology.

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Oxfam UK’s £2.00 a month proposition to new donors

Oxfam’s first foray into television advertising was a disaster and they very nearly ditched the whole thing. But a chance remark turned disaster into a monumental success and added a new dimension to recruiting new donors.

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SickKids: ‘together we will’ campaign

This campaign from SickKids Foundation exeeded all of their goals through terrific use of video and proves the power of good storytelling.

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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 sue@sofii.org

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

© The SOFII Foundation 2010. http://www.sofii.org.



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