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.

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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Dr Barnardo’s Homes: four fundraising greats from the distant past

by SOFII

Dr Thomas Barnardo was one of the Victorian era's great philanthropists. These archive examples of his personal fundraising style and efforts are a un…

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The Dogs Trust: sponsor a dog scheme, television commercials

by SOFII

These television commercials are really part of the Dogs Trust sponsor a dog exhibit but they show such good use of DRTV they are worth an additional airing here. Unusually for nonprofit DRTV in the United Kingdom these ads made a profit from their first showing. Quite exceptionally, the early ads achieved a return on investment of five to one.

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Greenpeace International: the reinvention of face-to-face fundraising

by SOFII

Across the world the approach Greenpeace developed for direct dialogue changed the way fundraising organisations recruit new monthly direct debit donors. Raising millions, perhaps billions of pounds in the process.

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Amnesty International: the pen pack

Amnesty pen pack

by SOFII

Amnesty needed a powerful and effective means of recruiting new donors to their great cause. This was it. This was, as far as we know, the first ever occasion when a free pen was included in an acquisition mailing, in the UK at least. This mailing was both brilliantly successful and started a trend that led to a flood of imitators.

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RNLI: Britain’s first-ever street collection, 1891

by Carolina Herrera

An appalling loss of life in 1886 leads to the invention of a fundraising classic that's still raising millions today. A horrific double tragedy brought about Britain’s first-ever street collection for a charitable cause. It was a significant milestone in the history of voluntary action in the UK and elsewhere.

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ActionAid: the inserts with built-in reply mechanism

by SOFII

This promotion raised £millions and won almost every direct marketing award going. It also helped propel a new and little known organisation called ActionAid into the list of Britain's top 20 charities. Action Aid created a new format, which was then copied by dozens, perhaps hundreds of other organisations.

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