SPOTLIGHT ON DIRECT MAIL
Free video workshops for fundraisers
Direct mail clinics – Introduction and contents
Welcome to the Agents of Good (AOG) free direct mail clinics. These 11 useful video lessons (and extra special episodes) offer you tried and tested tips that will make your direct mail appeals more engaging and effective. Please explore all the clinics and share them widely with your fundraising friends.
Direct mail clinic #6 – Tis the season
It’s time to talk about one of the most important appeals of the year! Whatever you call it – Holiday, Festive, Christmas or End of Year – the campaign you mail in December often makes up a big part of your annual income target.
Direct mail clinic #10 – The direct response super-hack
If you’re tired of telling stories from your chief executive or director’s point of view, then you need to watch this video. Because too often, the voices we use (and their tendency to speak professionally) can get in the way of our storytelling AND our fundraising.
LATEST CASE STUDIES
Fantastic fundraising campaigns from around the world
YMCA England & Wales: Mid-value cash direct mail appeal
In this appeal, Consider Creative turned the traditional charity appeal on its head. Instead of a standard donation ask, they treated the campaign like an investment opportunity. Tapping into modern crowdfunding language, the appeal invited donors to ‘kickstart’ 10,000 homes by using neglected, unused buildings.
Freedom from Torture: Legacy direct mail appeal
Legacies are a source of essential income for charities. So, it’s wonderful to see a charity putting a huge amount of thought and effort into their legacy appeals. Freedom from Torture have been including the legacy conversation in more of their donor communications and this sincere, uncomplicated appeal secured great results.
The Brain Tumour Charity: ‘Waiting is the hardest part’ appeal
Discover what happened when a fundraisers and creatives developed a brand new fundraising proposition and rolled out a whole host of donor communications. They created an emotive and effective appeal that surpassed all of those that had been run previously.
LATEST ARTICLES
Expert opinions, insights and how-to guides to inform your fundraising
Lifetime giving to lasting impact – connecting major donors and legacy fundraising
Claire Routley looks at the intersection of major donor and legacy fundraising. Claire explores the fact that, for many high-value supporters, giving during their lifetime and leaving a gift in their will are not separate fundraising decisions.
From the Myth Smashers: ‘It’s not what you know, it’s who you know’
2026 Fundraising Institute Australasia (FIA) Myth Smashers winner April de Haan reflects on networks, privilege, and what we owe the next generation of fundraisers.
You don’t have to choose between dignity and donations
Across the sector, organisations have been challenging stereotypes, questioning power dynamics and thinking more carefully about how to represent the people they help. This new report uses data to help you understand what donors think about the types of images used in fundraising, and what that means for performance.
SOFII’S MOST POPULAR
Your shortcut to our must-see examples of fundraising inspiration
Youth PWR: Face-to-face funds youth empowerment initiatives
For a young, emerging charity, trying out a new form of fundraising can be a daunting prospect. But we hope this face-to-face (F2F) fundraising success story will motivate others to be brave and bold.
The Westminster Abbey Appeal
Damian Chapman celebrates the Westminster Abbey Appeal of 1953. A massive £1 million was needed to repair the damage caused by German attacks during WWII, but the Abbey’s appeal started off slowly. Keep reading to find out how the fundraisers involved reached their target.
The pearly kings and queens – fantastic fundraising
Mark Astarita tells the charming story of the pearly kings and queens. With their colourful feathered hats and hand-sewn pearl button suits, the ‘pearlies’ are an instantly recognisable London institution dating back 150 years.
