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.

Oxfam’s press ads from the 1950s and 60s

press ad

by SOFII

These press advertisements really did change the course of fundraising in Britain. They helped Oxfam to grow into a substantial international charity. Though they might seem crude and simplistic now, these ads very effectively alerted the post-war British public to considerable humanitarian needs abroad.

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Kelvingrove refurbishment appeal: capital campaign

Kelvingrove

by SOFII

Find out how this great, superbly well planned capital campaign was executed with such great style and character that it exceeded its target by more than two times.

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Crisis Christmas card challenge

by SOFII

'Send a singer’ is one example from a charity for homeless people in the UK – it’s fun, it’s engaging, it’s compatible with the charity’s values. In essence this campaign addresses corporate social responsibility agendas, offers a practical solution to the traditional Christmas card chore and offers participating companies a unique and high impact marketing opportunity.

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The Foundation for Childbirth with Dignity: 'you have a right to ask’ campaign

right to ask creative

by SOFII

This brave, important campaign broke new ground in public education in Poland and raised money too.

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Arthritis Care: ‘people like us’ campaign

by SOFII

This colourful, imaginative campaign recruited new members at one third of previous costs because it’s creative, engaging and thought-provoking. It stirred people from their daily routine into doing something different.

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Helvetas: integrating awareness and fundraising

ad poster

by SOFII

It's good to see an organisation that is prepared to shock us into seeing that many people just don’t have the basic amenities we take for granted.

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Prostate Cancer Research Fund: fundraising from beyond the grave

Tube card.

by SOFII

How often does a fundraising campaign bring a star back from the dead to front a campaign for the disease that killed him? This is innovative fundraising, no doubt.

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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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Greenpeace Portugal: the unfortunate example of the reversed out coupon

by SOFII

We love this, but sympathise greatly with its creator, whoever he or she might be. If you know anything about this ad, please share your informatio…

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Dogs Trust canine care card

by SOFII

This is really clever fundraising. The Dogs Trust (formerly National Canine Defence League) offers its supporters the chance to join their canine care scheme which ensures that if they die before their beloved pet dog, NCDL will promise to look after the dog for all its natural life. Is that idea going to appeal to an elderly dog-loving donor? We think so. So, which charity is that dog-loving donor likely to leave a legacy to, then? There are no prizes for getting this right, unless you are The Dogs Trust, who've raised £millions from this scheme.

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