Best of the best

Many times we’ve been asked ‘How do I find the very best of SOFII’s exhibits?’ So look no further, the best of the best are right here. This section honours fundraisers who have really made a difference by creating campaigns that have changed the way we do what we do. If you know of a fundraising promotion or campaign that really was an industry game-changer, please submit it today to be considered for a place amongst the best of the best.

Pure gold – the 34 fundamental foundations of fundraising

by Ken Burnett

Which, from the all-time best fundraising wisdom and experience ever, are the most precious gems, the absolutely topmost important things every fundraiser everywhere really should know, from his or her first day? Of all the nuggets of essential knowledge buried within all the lists, books and articles ever written, which would be the one list, if room for only one was all there was, that you’d choose to hang directly above your space, your workplace?

This is that list. 

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CPAR: ‘plant a tree in Ethiopia’ mailing

by SOFII

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.

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Ryton Gardens: recyclable mailing

Ryton Gardens DM appeal

by SOFII

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.

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The Bhopal Medical Appeal grabs every opportunity to tell good stories

by SOFII

How very perverse that Dow Chemicals should pay to snoop on organisations working in Bhopal.

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Greenpeace’s optimistic tick-box suggestion: the ‘Stop Thorp’ campaign court case mailing

Greenpeace's high risk form paid off handsomely.

by Carolina Herrera

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.

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Amnesty International UK: another ad that shook the nation

by SOFII

Newly added to SOFII’s archive of brilliant Amnesty ads from yesteryear is this shocking full page from the mid 1990s. Though distressing, it’s well worth reading and studying.

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UNICEF: the Change for Good® campaign

by SOFII

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.

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Help the Aged: ‘you have this gift’ direct mail pack

Letter

by SOFII

Both the text on the envelope and the incentive in this classic direct mail pack from the 1980s have been copied frequently.

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British Red Cross: the £7.7 billion appeal that changed British fundraising forever

by SOFII

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.

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