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.

Amnesty International: the shame Shell campaign

Amnesty’s shame Shell advert.

by SOFII

This exciting exhibit from Amnesty International UK reveals new and innovative ways to keep your donors at the heart of your next campaign.

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Centrepoint ‘sponsor a room’: donor acquisition

by SOFII

This exhibit is proof that traditional direct response fundraising can still work in the current fundraising climate. It demonstrates simple yet effective press advertising combined with a clever use of digital technology.

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YMCA: ‘soft sell’ legacy advertising

by SOFII

In the mid 1980's, the YMCA offered a free legacy information service to generate a list of potential prospects...

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NSPCC: the Centenary Appeal, setting the gold standard in major campaign fundraising, from 1984

by SOFII

There are few really transformational moments in fundraising history and this exhibit sets out to capture one of them. The NSPCC’s Centenary Appeal campaign in 1984 propelled fundraising practice in the UK and Europe forward in one giant leap.

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RNLI: ‘He’ll face…All we ask of you’ press insert

The single-sided black and white RNLI insert from some time in the early 1990s.

by SOFII

Stained with the passage of time and perhaps more than a little carelessness, the face looking out at the reader from this single sheet insert has nevertheless lost nothing of its strength and power to impress. The simple direct proposition makes this one of the classic fundraising offers of all time.

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Dobrota Foundation: ‘everyone can be a philanthropist’ campaign

by SOFII

This massively ambitious multi-media campaign generated results that speak for themselves. It shows what can be achieved with vision and commitment, even in an emerging market.

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Bosnian Handicrafts: ‘shopping with a purpose’ campaign

Bosnian Handicrafts’ bright new logo.

by SOFII

This highly professional multi-media campaign from Bosnia shows that inspirational and innovative fundraising can succeed anywhere.

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Amnesty International Australia: David Hicks press insert 2007

by SOFII

The clever presentation of a compelling message and the chance for involvement in a campaign that could make a real, tangible difference presented AIA…

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Help the Aged ‘...little piece of plastic’ direct mail acquisition pack

Envelope

by SOFII

More than a year after this classic pack originally appeared on SOFII, its originator, Chris Stoddard, has come forward with the full story.

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Royal National Lifeboat Institution: ‘boots’ advertisement

A great ad from RNLI.

by SOFII

The shopping list is a classic fundraiser's device and this ad exploits the instrument to its full, offering the donor, in effect, the chance to kit out his or her hero.

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