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.

Wood Green Animal Shelters: urgent £3 food appeal

The picture of Honey used on the outer of the mail pack and one of the press advert variations speaks volumes to any animal lover.

by SOFII

Wood Green, The Animals Charity changed their fundraising strategy and are now achieving better ROIs on their cold recruitment campaigns than ever before.

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Jewish Care: the Post-it note campaign

Front of Jewish Care’s A5 leaflet.

by SOFII

The ideas that look most obvious and the execution that looks so easy and straightforward of course rarely are. There’s no such thing as simple creativity. But here is a great idea executed with flair so as to be instantly clear and appealing.

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Casa Speranti Edelweiss campaign

Temple

by SOFII

Public fundraising is an increasingly important but still emerging activity in Romania. Here Casa Speranti correctly identified the power of linking their fundraising initiatives to the church.

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The Salvation Army: the ‘for God’s sake care, give us a pound’ campaign

by SOFII

In this campaign the Salvation Army revealed the urgent need of people who had fallen off the edge of society. Their shocking photographic campaign sought to jolt people into action with the hope of raising £1 million.

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Lessons for fundraisers from yesterday’s cigarette advertising: instructive campaign images from the 1930s, 40s and 50s

by Ken Burnett

This article has been on SOFII for some time, but I have a feeling we didn’t actually tell anyone. We hang our heads in shame and urge you to check out some astonishing cigarette adverts – and what campaigners and fundraisers can learn from them.

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Kids Help Phone: buy a kid some time

A series of emails were sent out to past donors which encouraged them to visit the ‘buy a kid some time’ campaign microsite.

by SOFII

This exhibit demonstrates how a simple but powerful message combined with a comprehensive integrated campaign strategy can secure real success.

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The Children’s Hospital Trust operating theatre complex campaign

by SOFII

This is a good example of how different types of fundraising can work alongside one another to create a successful campaign with a broad appeal.

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The Wishing Well Appeal for Great Ormond Street Children’s Hospital

by SOFII

It's difficult to do justice to a capital campaign as wide, and complex. This is a condensed summary of a major capital campaign which, at the time, was the largest appeal ever mounted in the UK.

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The elephant man: a fundraising success story from 1886.

by Ken Burnett

The extraordinary story of how a successful fundraising appeal transformed the final years of one of the most tragic and moving figures of the Victorian age.

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