The ‘best of the best’ showcase
British Red Cross: the £7.7 billion appeal that changed British fundraising forever
The Duke of Gloucester’s Red Cross and St John Appeal Fund is the largest charitable fund in the history of British fundraising, raising the equivalent of £7.7 billion. This monumental exhibit should be read by all.View this exhibit.
Greenpeace’s optimistic tick-box suggestion: the ‘Stop Thorp’ campaign court case mailing
This exhibit works on many levels. At first glance the reply form opposite looks innocuous enough but really it’s a brilliant illustration of how, in times of need, donors will respond warmly to help a cause when it is clearly in trouble.View this exhibit.
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.View this exhibit.
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.View this exhibit.
UNICEF: the card that launched UNICEF’s fundraising
UNICEF’s very first ever Christmas card would lead to the multi-million dollar international business that is UNICEF’s cards today.View this exhibit.
Feed the Children’s ‘baby box’
The baby box was devised specifically to respond to the need to maintain giving at a time when donor interest was flagging and the idea for it came from the best possible place – the charity workers on the front line.View this exhibit.
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.View this exhibit.
Help The Aged ‘make a blind man see’ press advertisement
This ad is a classic. Created by the legendary Harold Sumption in the late 1970s, it embodies one of the most direct and hard-to-resist fundraising propositions, ‘Make a blind man see’. It is a brilliant example of fundraising communication at its best.View this exhibit.
Station WDCN, Nashville, USA: special ‘thank you’ to a donor
A fundraiser really listening to her donor, thinking on her feet and responding in an entirely appropriate and personal manner with a communication that any donor would be delighted to receive.View this exhibit.
WWF integrated legacy marketing campaign
This is truly ground-breaking communication for fundraising. Not only did these press advertisements and posters herald a new approach to the promotion of legacies (bequests) but they were also the first ads to use jargon-free language and to talk about legacies in plain, everyday terms that any one could understand.View this exhibit.
Amnesty International UK: press ads that shook a nation
These ads changed the political shape of Britain, raised social consciousness generally as well as concerns for human rights in particular.We do not have all the details about this campaign but SOFII decided to showcase it because we believe that every fundraiser wherever he or she works should be familiar with these ads and what they achieved.View this exhibit.
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.View this exhibit.
The RNLI legacy letter
This letter raised £millions. It is a classic example of a direct appeal to supporters for information to help plan for future income. An example of a candid, plain-speaking, respectful letter to remind supporters that RNLI relies heavily on legacy income to fund their work.View this exhibit.
The Greenpeace legacy beer mat
Smile at the audacity behind this amusing approach, but did it work? Would we all be a bit more successful at raising money from legacies if we took a leaf or two out of Greenpeace’s book?View this exhibit.
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.View this exhibit.
Botton Village: giving donors choices
Until Botton Village started offering its donors choices with the simple form shown opposite, donors everywhere were almost invariably not given any say in how they might be communicated with.View this exhibit.
Help the Aged ‘you have this gift’ direct mail pack
Both the text on the envelope and the incentive in this classic direct mail pack from the 1980s have been copied frequently.View this exhibit.
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’.View this exhibit.
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.View this exhibit.
UNICEF’s Change for Good® campaign
For more than 15 years UNICEF has raised many, many millions for the world’s poorest children from the simple but brilliant idea of collecting travellers’ unwanted foreign coins.View this exhibit.
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.View this exhibit.
CPAR: ‘plant a tree in Ethiopia’ mailing
Ethiopia has to be one of the most difficult fundraising markets in the world. Yet this pack produced results that most more sophisticated fundraisers can only dream of.View this exhibit.
Amnesty International: the pen pack
Amnesty needed a powerful and effective means of recruiting new donors to their great cause. This was it. This was, as far as we know, the first ever occasion when a free pen was included in an acquisition mailing, in the UK at least. This mailing was both brilliantly successful and started a trend that led to a flood of imitatorsView this exhibit.