Fund for a Free South Africa: high value mailing

Name: The SOFII Foundation
Price range: $

Exhibited by: Mal Warwick
Added: May 12, 2011

Medium of Communication: Direct mail
Target Audience: Individuals, major gift
Type of Charity: Human rights & civil liberties, political, social change
Country of Origin: USA
Date of first appearance: 1990

SOFII’s view

Apart from its historical value this colourful, beautifully-crafted direct mail appeal package, designed to create maximum impact from a carefully targeted group of potential major donors, is further proof, if it were needed, that it is quite possible to raise $1,000 plus gifts through the mail.

Mal Warwick Associates. Copy by Bill Rehm.

Name of exhibitor

Mal Warwick

Securing large gifts by mail.

Background

The Fund for a Free South Africa was the principal vehicle in the United States to raise money for the ANC's campaign against apartheid in South Africa. In taking on the challenge to raise money for this high-profile cause, Mal Warwick Associates turned to the technique it had successfully employed for more than a decade in its work for peace, environmental, and human rights causes: 'high-dollar direct mail'. Using beautifully designed, high-quality packs featuring multiple personalisation and directed at highly selective lists of prospective donors, these high-dollar appeals frequently secured gifts of $1,000 or more, often from first-time donors.

Special characteristics

Superior production values.

Merits

This was one of the first, perhaps the very first, fundraising letters to be signed by Nelson Mandela following his release from prison in 1990. It sparked a successful ongoing campaign that mobilised significant donor support within the United States for the historic anti-apartheid campaign.