The direct mail, door drops and household deliveries showcase

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Congratulations! You’ve just found the world’s best and biggest collection of fundraising direct mail, right here on sofii.org. There are more than 160 detailed case histories and articles here for you to learn from, crib from, adapt or copy. And lots more besides. Enjoy!

Click here for the full contents and index for SOFII’s direct mail showcase. 

The summary report of the Commission on the Donor Experience into direct mail fundraising can be found here.

University College London: the ‘paper head’ Christmas appeal

by Aline Reed

It’s not really surprising that University College London’s brief to bring philosopher and jurist Jeremy Bentham back to life to raise much needed funds caused Aline Reed, in her words, ‘to frown, ask “you want me to do what” and generally feel rather puzzled for a number of days.’

But not for long, after undertaking some research she and Mark Phillips came up with the brilliant idea of a ‘ransom in reverse’. Intrigued? This wonderful exhibit will reveal the great results.

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Cancer Research UK: the letter from cancer

The first page of the flyer.

by SOFII

At first glance you might think, wow, this mailing from Cancer Research UK is clever and a bit different. It surely will make people angry enough so that they give money that will beat cancer: an admirable ambition. But what would you think if you have cancer?

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Il report di ringraziamento di Interval House

by Emma Lubrina

Questo report e’ fresco di stampa. SOFII non vede l’ora di conoscere il parere dei lettori su questo report di ringraziamento.

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How I wrote it: Mal Warwick on his letter for the Union of Concerned Scientists

by Fergal Byrne & Mal Warwick

A new interview from Fergal Byrne gives a fascinating insight into a master fundraiser at work: Mal Warwick. In it he describes how he wrote the letter that, in one form or another, was used to recruit new supporters for the Union of Concerned Scientists in the USA over many years.

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The National Asthma Campaign: straws mailing

Inside the leaflet, a moving quote from a young boy who has asthma.

by SOFII

This revolutionary pack features an irresistible involvement device, an easily detachable plastic drinking straw that readers are invited to detach, open and breathe through for less than a minute. It is an imaginative way of involving recipients and enabling them to feel for themselves what it’s like to live with asthma.

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Amnesty International: the letter in the pen pack

Women’s letter page one

by Ken Burnett

Now on SOFII, one of the letters that was sent with the legendary Amnesty pen pack. This moving example of fine writing was written specifically for women and sent to women only.

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Guide Dogs NSW/ACT*: ‘tea for two’ appeal

The tea bag that helped tell a story.

by SOFII

A double award-winner from the Guide Dogs of New South Wales that surpassed previous appeals not only in money but in showing how that the organisation does so much more for blind people, young and old, than training dogs: adorable as they might be.

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RNLI: train one, save many campaign

The emotive image of an RNLI crew member holding the hands of the people he rescues brought the case for support to life.

by SOFII

A campaign from RNLI with a simple but powerful theme, message, image and call to action.

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The Salvation Army: UK Christmas appeal

Pack shot

by SOFII

Some donors have rational reasons for giving, some have emotional reasons and some go on a journey. Our strategy was to model this behaviour, to take the insight and analysis to new levels of understanding.

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AARP (formerly the American Association of Retired Persons): legacies booklet and newsletter

by SOFII

This booklet and newsletter were the centerpiece of a direct marketing legacy promotion programme. Given the huge size of the AARP membership and the substantial range of interests and abilities, Mal Warwick Associates opted to organise the multi-faceted legacy programme illustrated in these materials.

Please note: This exhibit is "under construction"

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