About us

SOFII has been created by fundraisers for fundraisers.

It is the flagship programme offered by the SOFII Foundation a UK registered charity.

SOFII is a gift to you and to charitable fundraisers everywhere - an easily accessible free archive of the best fundraising creativity and innovation from around the world. We are safeguarding our fundraising history and constantly adding new initiatives as appropriate.

You’ll find the best great content on SOFII, organised in three parts:

  • History and evolution: preserving fundraising’s colourful, instructive past, including great fundraising and the fundraising foundations.
  • Inspiration and effectiveness: celebrating creativity, innovation and ideas that change the world, showcasing all main areas of fundraising. We present fundraising and campaigning case studies analysed in detail, with data where possible, and they are usually prepared and submitted by the people responsible for them i.e. fundraisers themselves.
  • Tools and techniques: the fundraiser’s toolbox has everything you need to save you reinventing the wheel.We feature top tips, opinion pieces and analysis relevant to fundraisers everywhere. Our focus is on appropriate and well-written material in an easily digested format and found in one place.

Find out how and why SOFII was started by clicking here.


Logging into SOFII

You do not currently need a username or password to use SOFII – the site is free and open for anyone to use. However we’re encouraging all users of SOFII to login and register. Amongst other things, registration will allow you to:

  • tell us a little a bit yourself - email address, job title, organisation, country, etc - so that we can tailor what we provide
  • allow you to choose your preferences for contact with SOFII - in case you’re only interested in one topic
  • post comments on case studies and articles - your feedback is important to us.

Leave your mark on SOFII

Each exhibit and article has a comment box. Please feel free to use it to connect and share your thoughts with your fellow fundraisers. You must be registered as a user first to use this facility (see above). It’s your SOFII and we’d love to hear from you. Please note that whilst SOFII welcomes open discussion and different schools of thought we will not post inappropriate comments or those that may cause offence.

In order to provide fundraisers with SOFII’s amazing service we need to be well fed and funded. You can donate to SOFII here or feed us your stories by sending them here.

Brilliance is for sharing, so please share your brilliance too. All the information on this site has been compiled to inform, guide and help fundraisers when preparing their own fundraising strategies, campaigns and promotions. In this way SOFII aims to improve fundraising practice everywhere for the benefit of fundraisers, donors and the organisations and causes they all serve. But we need YOU. Your work is a welcome addition to SOFII. Share your brilliance with over 15,000 fundraisers around the world, by sending in your examples of instructive fundraising, today.

Sign up to our email updates and stay up to date with what’s new and hot on SOFII and the fundraising world.

We currently send out regular email updates packed-full of useful information about what’s new on SOFII and drawing your attention to great content on the site. Take a few moments to sign up by scrolling to the bottom of the page and entering your email address under ‘Get SOFII delivered to your inbox’.

We hope you enjoy mining the treasures in the SOFII archives and find your moments of inspiration too.


Meet the SOFII team

From left to right: Sue Kershaw, Marie Burnett, Ken Burnett and Carolina Herrera

SOFII staff:

Carolina Herrera - project manager, SOFII

Carolina has been SOFII’s project manager since 2008. She came from a background in trust fundraising, having worked for organisations like the Refugee Council and SPARKS medical research charity for children in London. Carolina is now based in Singapore and works for SOFII on a part-time basis. Her role involves liaising with SOFII’s membership, updating the website and working with volunteers to promote and help the SOFII site grow. Carolina can be reached at carolina@sofii.org


Sue Kershaw - development director, SOFII

There is a place that welcomes all fundraisers (and can even teach a seasoned fundraiser some new tricks) and Sue was delighted to discover that it is SOFII. Sue’s career in fundraising has included Oxfam, the Motor Neurone Disease Association, Barts Hospital, The Refugee Council and The Children’s Society. For the last few years she’s been concentrating on school runs, play dates and lost PE kit. Now she’s setting her sights on nuturing SOFII - a unique website resource for all fundraisers who want to learn from the best because if good causes can share what they collectively know they can help their own organisations and the sector as a whole. sue@sofii.org


Joanna Culling – contributing editor, SOFII

Joanna joined SOFII in 2015 to help keep the site up to date with news and fundraising inspiration. For the last few years she has been working part-time as a freelance copywriter while looking after her daughter. Prior to this Joanna spent five years with a wonderful team of creatives at specialist fundraising agency Bluefrog London – first as a copywriter and later as head of copy. She began her career in fundraising at RNID (now Action on Hearing Loss), going from complete novice to senior direct marketing manager in three years.



Craig Linton - contributing editor, SOFII

Craig has over 15 years’ of fundraising experience across a number of disciplines and sectors. He currently works at Amnesty International where he advises colleagues across Europe on their individual giving fundraising and helps them prepare investment proposals. He also spends a day a week on outside consultancy and research projects. His specialisms are relationship fundraising and providing a great donor experience. He is a member of the Institute of Fundraising Convention board, on Rogare’s advisory panel, a contributing editor to SOFII and a trustee of Thames Hospice.



Trustee board members:

Fiona Duncan - chief executive, Lloyds TSB Foundation for Scotland

Fiona joined Lloyds in 2013 having been a director at Think Consulting Solutions. She has 20 years’ experience in the voluntary sector and her previous roles have included Director of External Affairs at Capability Scotland, Head of Development at the Royal Scottish Academy of Music and Drama and Manager for Scotland and Northern Ireland, WaterAid. Fiona also chaired the Institute of Fundraising in Scotland for three years. Her focus, she says, is more on impact than history, so rather than reel off a list like this she’s more likely to tell you about her tangible fundraising successes. Fiona has long been a fan of SOFII and uses it regularly to inspire her own work.


Nathalie Scott - head of fundraising, Liberal Democrats

Nathalie has been fundraising for the Liberal Democrats since 2012. Nathalie started her fundraising career at the NSPCC where she worked in both the stewardship and special events teams. She’s also been development director at SOFII where she made a fantastic contribution and led the fundraising strategy at St Christopher’s Fellowship.


Ken Burnett - managing trustee, SOFII

Author, lecturer and consultant on fundraising, marketing and communications for nonprofit organisations worldwide, Ken founded the influential Burnett Associates agency in the early 1980s. He was a trustee for ActionAid for 13 years, including five years as board chair. He is currently a director at The White Lion Press Limited and at Revolutionise. Ken is an independent trustee of the UK Disasters Emergency Committee and a commissioner for the Commission on the Voluntary Sector and Ageing. He also volunteers for SOFII, sourcing and editing new content.


Marie Burnett - director, The White Lion Press Ltd

Formerly editorial director of Burnett Associates Marie is a professional editor having worked in this role at Academic Press Inc and other publishing companies. She also volunteers for SOFII, using her editorial skill on new articles and exhibits to ensure consistency and high editorial standards.

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David Carrington - independent consultant

David is an expert on trusts, foundations and nonprofit governance. He’s worked as an independent consultant since 2001, drawing on 25 years’ experience of senior management positions in charities and as a board member with over a dozen organisations including the Media Trust and the National Foundation for Youth Music




Lindsay Boswell - CEO Fareshare

With over 22 years experience of working in the voluntary sector, Lindsay was chief executive of the UK’s Institute of Fundraising for almost a decade. Prior to working at the Institute, he was director of operations at Raleigh International and before that, as their country director for Chile, Botswana, Zimbabwe and Malaysia. He is now CEO at FairShare, a charity that aims to end food poverty.



Meet our volunteers:

Patti Chu is an experienced cross-disciplinary professional with solid background in economics and finance. Patti has over eight years of experience working on international development issues with particular focus in the areas of inclusive finance and sustainability.

Patti started her career in New York City with the Bank of Tokyo Mitsubishi and has also worked with the International Finance Corporation and Citigroup in Latin America and Asia. She has conducted due diligence and financial analysis on various microfinance institutions; acted as a bank advisor to several financial institutions on how to expand their SME/microfinance business operations; and has managed and developed community investment programs with various non- profit organizations.

In the last few years, Patti has been very involved in the formulation of organisational strategies and has worked with Siemens Wind Power and the Lego Foundation. Patti is a native of Argentina and has working experience in Latin America, the United States, Asia and Europe. She has a B.A. in Business Administration and a Master’s in International Development and Economics from the Johns Hopkins School of Advanced International Studies. She speaks Spanish, Chinese, Portuguese and Danish.


Emma Lubrina

Emma Lubrina is a passionate fundraiser who believes in the power of emotional stories and warm, you-focused communications. She has worked both in the UK (YMCA England) and Italy (Cesvi, Save the Children Italy) and is particularly keen on retention programmes and regular giving.

No matter which campaign I’m working on, making the donor feel special, rewarded and motivated to support a good cause is my no. 1 goal! I was thrilled when I found out about SOFII. I just thought “That’s what I was looking for: a platform providing fundraising tips, sharing experiences and showing inspiring case studies!”. This kind of information is fundamental in reaching my goal and representing a useful tool to improve the quality of communications and relationship with the donors. I am delighted to be part of SOFII’s community and to raise awareness of this resource among Italian fundraisers.

Just one last suggestion to the readers: enjoy SOFII and make the most out of it. Buona lettura!


Alhelí Quintanilla is currently the Office Manager at Daryl Upsall Consulting International and is in charge of its web and social media. She is also the Jobs Board Manager of Globalcharityjobs.com an international web-based recruitment service for the Third Sector. Journalist with over fifteen years experience, in Spain and internationally, she first joined the international news Agence France Presse in Paris (France) and Montevideo (Uruguay); later on in Spain, she became a freelance writer and specialized in health, well-being, education and psychology issues, publishing in an array of large magazines and websites. Alhelí has also worked in corporate communications for companies such as Santillana Formación or the photo agency ASA.


Jenny Craven My name’s Jenny and I’ve been in the charity sector for around four years. I first got involved in the charity sector when I was living in France after I finished my degree in French at Uni, and since then, I’ve volunteered and interned as a fundraiser for various human rights charities.

My current role is donor development officer for the Refugee Council, which works directly with refugees in the UK who have fled situations of war, conflict and persecution in their countries, providing practical and emotional support to rebuild their lives in safety. My role is the acquisition and retention of individual donors. This involves DM and digital fundraising and marketing amongst other activities. I’m extremely passionate about the work of the Refugee Council and how the funds raised tangibly changes people’s lives; providing food and clothes to destitute asylum seekers and refugees, emergency packs to vulnerable families and guiding separated child refugees through the asylum system and release from detention centres.

I’m delighted to be involved with SOFII by translating their exhibits into French. SOFII has been crucial to my development as a fundraiser, helping me to further my knowledge of fundraising from my first voluntary role in the charity sector, throughout my internships. SOFII inspires me to create innovative fundraising appeals and campaigns to this day at the Refugee Council. I’m happy to have the chance to contribute to SOFII to benefit other fundraisers in the way that SOFII has helped me.

Aside from fundraising, I enjoy drawing, travelling and, being a Francophile, I’m an avid foodie (both cooking and eating).


Tiziana Fattori In 1992, Tiziana decided to leave her family owned fashion company to manage the Italian branch of Actionaid. As executive director she developed the organisation and in 2001 it was the biggest NGO in the country, with over 65,000 sponsors. In 2003, Susanna Agnelli appointed her as general manager of her Foundation Il Faro in Rome. Tiziana has vast experience in nonprofit organisations, particularly starting new NGOs, business development and management.

In June 2012, she was asked by Plan International to start and develop the Italian affiliate, as national director/CEO of Plan Italia.