Mark Phillips

A carta de David Ogilvy ao United Negro College Fund em 1968

by Mark Phillips

Em 1968, David Ogilvy foi nomeado à presidência do United Negro College Fund. Ele logo percebeu que poderia usar suas habilidades de redação para ajudar na organização de arrecadação de fundos e escreveu um artigo usando um incomum mecanismo de distribuição: um trem.

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Announcing the SOFII history project

by Mark Phillips

An illustrated journey through time, with commentary by Mark Phillips, especially for SOFII users.

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CARE International ‘Don’t give, lend’

by Mark Phillips

‘Teach a man to fish and you feed him for a lifetime’ as the saying goes. This could easily have been the inspiration for this campaign, as CARE International embarked on a new way of engaging supporters by offering them the chance to lend money rather than donate it. Supporters were able to invest in exciting business opportunities in poor communities – an innovative and economically sound way of developing those communities whilst maintaining the focus and engagement of donors.

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CDE project 6 section 5.1: a communications practitioner’s view of emotion in fundraising.

by Mark Phillips

How should emotion be used in practical ways across all channels to enhance the donor experience? Can better use of emotional storytelling, as opposed to ever more persistent asking, really improve the donor experience, and if so, how?

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David Ogilvy’s letter for the United Negro College Fund, from 1968

by Mark Phillips

Back in 1968, David Ogilvy was appointed as Chair of the United Negro College Fund. He soon realised that he might be able to use his copywriting skills to help the organisation raise funds and wrote a piece that used an unusual delivery mechanism: a train.

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What really matters to a donor

by Mark Phillips

Are you telling your donors what they want to hear? Or are you talking all about yourself? Click here to see what donors want from the charities they support.

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About the author

Mark Phillips started fundraising for ActionAid UK in the late 1980s and later became head of fundraising at YMCA England. He set up Bluefrog in 1997 with one simple goal – to be the agency he would have wanted to employ. His approach to fundraising is based on understanding and answering donor needs. Mark shares his ideas and findings through his blog, queerideas.co.uk.