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.

Botton Village: giving donors choices

What can you do for Botton Village? reply form.

by SOFII

Until Botton Village started offering its donors choices with the simple form shown opposite, donors everywhere were almost invariably not given any say in how they might be communicated with.

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Dogs Trust: sponsor a dog

Dog's trust poster

by SOFII

One of the most imaginative, instructive adaptations of the concept fundraisers have dubbed ‘the best fundraising proposition of all time’.

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WWF integrated legacy marketing campaign

WWF legacy marketing materials

by SOFII

This is truly ground-breaking communication for fundraising. Not only did these press advertisements and posters herald a new approach to the promotion of legacies (bequests) but they were also the first ads to use jargon-free language and to talk about legacies in plain, everyday terms that any one could understand.

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The Greenpeace legacy beer mat

The Greenpeace legacy beer mat, front

by SOFII

This is the copy line that every writer wishes he or she had written. If half the challenge with legacy marketing is how do you raise this delicate subject with donors, then this brilliant promotion hits every button perfectly. I’ve always believed that the fact it’s an advertisement on a beer mat is almost entirely incidental to its brilliance, though it is characteristic of Greenpeace that this is how they would choose to deploy such a fantastic idea. Without doubt, this is a fundraising classic. NB see also ‘lessons’, below.

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Multiple Sclerosis Society, Holland: television commercial

Video icon

by SOFII

This remarkable television commercial is so powerful it stops the viewer in his/her tracks. Yet not a word is spoken, the message is entirely conveyed in movements, gestures and looks. This a brilliant use of television, a courageous creative presentation of the personal impact of a devastating disease. It will be instructive for anyone working in a similar field and many others too.

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Amnesty International UK: press ads that shook a nation

by SOFII

These ads changed the political shape of Britain, raised social consciousness generally as well as concerns for human rights in particular.We do not have all the details about this campaign but SOFII decided to showcase it because we believe that every fundraiser wherever he or she works should be familiar with these ads and what they achieved.

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UNICEF: the card that launched UNICEF’s fundraising

Jitka Samková's 1946 design for UNICEF's first ever card, for all the world’s children

by SOFII

UNICEF's very first ever Christmas card would lead to the multi-million dollar international business that is UNICEF's cards today.

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Help The Aged: ‘make a blind man see’ press advertisement

Original advertisement.

by Ken Burnett

This ad is a classic. Created by the legendary Harold Sumption in the late 1970s, it embodies one of the most direct and hard-to-resist fundraising propositions, ‘Make a blind man see’. It is a brilliant example of fundraising communication at its best.

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