Press advertising, off-the-page and inserts

Though it has declined in importance for fundraisers in recent years there are many markets where there’s impressive potential for press advertising to make a significant comeback. This section features some of the most effective press advertising of all time, from the great Amnesty and Oxfam ads of yesteryear to today’s stunning ads for Bhopal.

SOS Children’s Villages Belgium: a corporate partnership aimed at six people

by SOFII

An ingenious idea from SOS Children’s Villages that went for the ‘one per cent’ with this newspaper ad. It has superb and courageous targeting – just six people – is, challenging, innovative and was very successful.

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‘Who says that, in 2013, off-the-page donor recruitment can’t be massively profitable?’

by Ken Burnett

This candid exposé shares with you the inside story of a remarkable acquisition success, though it took such to-ing and fro-ing to achieve it that SOFII lost one of its star acts for the epic Once Upon I Wish I’d Thought Of That. Despite this sad story Indra Sinha’s experience shows that a former fundraising faithful is far, far from finished. And that fine writing is still worth its weight in gold.

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Common Cause: the birth of modern citizen advocacy.

A demonstration against the Vietnam war, USA November 1969.

by Roger Craver

It’s hard to believe that in 1970s America women could not get their own credit cards when they graduated from school unless their husband or father was willing to sign for it.

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Aide et Action: press ads/thank you methodology

by SOFII

A simple idea for 'start-up NGOs' based on true donor relationship building. What's really significant here is the way that Aide et Action's CEO cultivated and encouraged press involvement and support, so that they were were only too willing to help with donations of free advertising space.

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Oxfam: The Hunger £ Million Campaign

by SOFII

The Oxfam Hunger £ Million Campaign is a great example of press advertising that gives an urgent need and a clear call to action. It raised £1,000,000 in three months in 1963. How much would that be worth today? Guess which ad made a SOFII volunteer jump.

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HEKS charity shop Switzerland: virtual but not traditional gifts

by SOFII

This first exhibit to come to SOFII from a Swiss fundraising organisation could hardly be better. This campaign was created to give donors an option to buy a virtual Christmas gift, the money raised from which benefits disadvantaged people overseas and in Switzerland.

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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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Christian Aid: text for nets

Supporters were asked to share their experience of buying a net – both online using their social networks and in the real world using specially-made postcards.

by SOFII

This exhibit is a great example of modern fundraising. While there is a lot of talk about fundraising by text messages, rarely do we find an appeal that makes it so easy, so compelling and so tangible.

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Reprieve’s campaign for justice for Linda Carty: ‘death’s waiting room’

by SOFII

This compelling exhibit from Reprieve shows how to make a dramatic and powerful statement to attract public attention to your cause. The exhibition replicates the real death row cell of British grandmother Linda Carty, now facing imminent execution in Texas.

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Dove: the Campaign for Real Beauty and Dove Self-Esteem Fund

Dove ad

by Carolina Herrera

Here’s a company using exactly the same tactics that charities use to campaign for social change while, of course, rather effectively selling its prod…

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