About us

SOFII has been created by fundraisers for fundraisers.

It is the flagship programme offered by the SOFII Foundation a UK registered charity.

SOFII is a gift to you and to charitable fundraisers everywhere - an easily accessible free archive of the best fundraising creativity and innovation from around the world. We are safeguarding our fundraising history and constantly adding new initiatives as appropriate.

You’ll find the best great content on SOFII, organised in three parts:

1. History and evolution: preserving fundraising’s colourful, instructive past, including great fundraising and the fundraising foundations.

2. Inspiration and effectiveness: celebrating creativity, innovation and ideas that change the world, showcasing all main areas of fundraising. We present fundraising and campaigning case studies analysed in detail, with data where possible, and they are usually prepared and submitted by the people responsible for them i.e. fundraisers themselves.

3. Tools and techniques: the fundraiser’s toolbox has everything you need to save you reinventing the wheel.We feature top tips, opinion pieces and analysis relevant to fundraisers everywhere. Our focus is on appropriate and well-written material in an easily digested format and found in one place.

Here is a quick user guide to help get you started. 

SOFII’s new user guide

Find out how and why SOFII was started by clicking here.

Logging into SOFII

You do not currently need a username or password to use SOFII – the site is free and open for anyone to use. However we’re encouraging all users of SOFII to login and register so we can get to know you better and bring you the information that is of most use to you. 

Leave your mark on SOFII

Each exhibit and article has a comment box. Please feel free to use it to connect and share your thoughts with your fellow fundraisers. You must be registered as a user first to use this facility. It’s your SOFII and we’d love to hear from you. Please note that whilst SOFII welcomes open discussion and different schools of thought we will not post inappropriate comments or those that may cause offence.

In order to provide fundraisers with SOFII’s amazing service we need to be well fed and funded. You can donate to SOFII here or feed us your stories by sending them to Joe Burnett here.

Brilliance is for sharing, so please share your brilliance too. All the information on this site has been compiled to inform, guide and help fundraisers when preparing their own fundraising strategies, campaigns and promotions. In this way SOFII aims to improve fundraising practice everywhere for the benefit of fundraisers, donors and the organisations and causes they all serve. But we need YOU. Your work is a welcome addition to SOFII. Share your brilliance with over 10,000 fundraisers around the world, by sending in your examples of instructive fundraising, today.

Sign up to our email updates and stay up to date with what’s new and hot on SOFII and the fundraising world.

We currently send out regular email updates packed-full of useful information about what’s new on SOFII and drawing your attention to great content on the site. Take a few moments to sign up by scrolling to the bottom of the page and entering your email address under ‘Get SOFII delivered to your inbox’.

We hope you enjoy mining the treasures in the SOFII archives and find your moments of inspiration too.

Meet the SOFII Team:


Carolina Herrera - project manager, SOFII

Carolina has been SOFII’s project manager since 2008. She came from a background in trust fundraising, having worked for organisations like the Refugee Council and SPARKS medical research charity for children in London. Carolina is now based in Singapore and works for SOFII on a part-time basis. Her role involves liaising with SOFII’s membership, updating the website and working with volunteers to promote and help the SOFII site grow. Carolina can be reached at carolina@sofii.org

Joanna Culling


Joanna re-joined SOFII in October 2019 after a stint as contributing editor in 2016. She’s now helping develop and invigorate the site whilst also looking after our valued supporters. Prior to this Joanna took care of her two daughters and threw in some freelance copywriting for good measure. Her career began in charity direct marketing but Joanna’s love of fundraising comes from the five years she spent at specialist agency Bluefrog, first as a copywriter and later as head of copy. During this time Joanna was lucky enough to work on campaigns for a wide range of clients and find a treasure trove for creative inspiration - which, of course, is SOFIIjoanna@sofii.org


Joe Burnett - contributing editor, SOFII

Fundraising enthusiast and champion for good campaigns. Music journalist for Dusted Magazine and The Quietus. joe@sofii.org 

Meet our Trustees:


Fiona Duncan - chief executive, Lloyds TSB Foundation for Scotland

Fiona joined Lloyds in 2013 having been a director at Think Consulting Solutions. She has 20 years’ experience in the voluntary sector and her previous roles have included Director of External Affairs at Capability Scotland, Head of Development at the Royal Scottish Academy of Music and Drama and Manager for Scotland and Northern Ireland, WaterAid. Fiona also chaired the Institute of Fundraising in Scotland for three years. Her focus, she says, is more on impact than history, so rather than reel off a list like this she’s more likely to tell you about her tangible fundraising successes. Fiona has long been a fan of SOFII and uses it regularly to inspire her own work.


Ken Burnett - managing trustee, SOFII

Author, lecturer and consultant on fundraising, marketing and communications for nonprofit organisations worldwide, Ken founded the influential Burnett Associates agency in the early 1980s. He was a trustee for ActionAid for 13 years, including five years as board chair. He is currently a director at The White Lion Press Limited and at Revolutionise. Ken is an independent trustee of the UK Disasters Emergency Committee and a commissioner for the Commission on the Voluntary Sector and Ageing. He also volunteers for SOFII, sourcing and editing new content.


Craig Linton - Owner and founder at Fundraising Detective (Craig Linton Fundraising Services Limited)

Craig loves helping charities improve their individual giving results. He provides consultancy and hands on support to deliver improved results and donor satisfaction. He currently works as part-time fundraising director at the Royal Society for Blind Children. Other clients include Doctors of the World and the Commission on the Donor Experience. He blogs at fundraisingdetective.com and has written numerous articles and advice on fundraising. His book, ‘Donors for Life: a practitioner’s guide to relationship fundraising’ was published in 2017. He is also a trustee at Thames Hospice, Windsor and on the advisory panel at Rogare - the fundraising thinktank based at Plymouth University.


Richard Turner - Director at Richard Turner Fundraising and Associate at Alan Clayton Associates

Richard Turner has 25 years’ experience as a fundraiser in the UK, including Director of Fundraising at FARM-Africa and ActionAid, and, more recently, as Chief Fundraiser for SolarAid for the last 5 years, where he uses a ‘sticky’ approach to fundraising that he wishes to share. Blogs and tweets regularly as @ifundraiser


Meredith Niles - Executive Director of Fundraising and Engagement at Marie Curie UK

Meredith began her career in investment banking, working in New York, Frankfurt and London for Goldman Sachs. Meredith moved into the voluntary sector, working as an Investment Director at venture philanthropy funder Impetus-Private Equity Foundation. After the fund was successfully closed, Meredith joined the terminal illness charity Marie Curie, initially to set up a Fundraising Innovation department, before assuming her most recent role as Fundraising Director. Meredith is passionate about helping voluntary organisations thrive and is especially committed to strengthening the voice of women and girls and to making a difference within the London community. To that end, Meredith has served as a trustee of Hestia Housing and Support, Toynbee Hall, and the Junior League of London. She is currently a trustee of BookTrust (standing down at the end of two terms in 2018), Plan International UK, and Trust for London. She is a Fellow of the Advisory Panel of Rogare, the fundraising think tank, and serves on the Institute of Fundraising Standards Advisory Board. Meredith lives in London with her husband and their three young sons.


David-Carrington.jpg#asset:9996:urlDavid Carrington - independent consultant

He is currently a board member of the Impact Investing Institute and a trustee of the Finance Innovation Lab.

Meet our volunteers:


Emma Lubrina is a passionate fundraiser who believes in the power of emotional stories and warm, you-focused communications. She has worked both in the UK (YMCA England) and Italy (Cesvi, Save the Children Italy) and is particularly keen on retention programmes and regular giving. No matter which campaign I’m working on, making the donor feel special, rewarded and motivated to support a good cause is my no. 1 goal! I was thrilled when I found out about SOFII. I just thought “That’s what I was looking for: a platform providing fundraising tips, sharing experiences and showing inspiring case studies!”. This kind of information is fundamental in reaching my goal and representing a useful tool to improve the quality of communications and relationship with the donors. I am delighted to be part of SOFII’s community and to raise awareness of this resource among Italian fundraisers. Just one last suggestion to the readers: enjoy SOFII and make the most out of it. Buona lettura!


Alhelí Quintanilla is currently the Office Manager at Daryl Upsall Consulting International and is in charge of its web and social media. She is also the Jobs Board Manager of Globalcharityjobs.com an international web-based recruitment service for the Third Sector. Journalist with over fifteen years experience, in Spain and internationally, she first joined the international news Agence France Presse in Paris (France) and Montevideo (Uruguay); later on in Spain, she became a freelance writer and specialized in health, well-being, education and psychology issues, publishing in an array of large magazines and websites. Alhelí has also worked in corporate communications for companies such as Santillana Formación or the photo agency ASA.


Jenny Craven is donor development officer for the Refugee Council. I’m delighted to be involved with SOFII by translating their exhibits into French. SOFII has been crucial to my development as a fundraiser, helping me to further my knowledge of fundraising from my first voluntary role in the charity sector, throughout my internships. SOFII inspires me to create innovative fundraising appeals and campaigns to this day at the Refugee Council. I’m happy to have the chance to contribute to SOFII to benefit other fundraisers in the way that SOFII has helped me. Aside from fundraising, I enjoy drawing, travelling and, being a Francophile, I’m an avid foodie (both cooking and eating).


Tiziana Fattori In 1992, Tiziana decided to leave her family owned fashion company to manage the Italian branch of Actionaid. As executive director she developed the organisation and in 2001 it was the biggest NGO in the country, with over 65,000 sponsors. In 2003, Susanna Agnelli appointed her as general manager of her Foundation Il Faro in Rome. Tiziana has vast experience in nonprofit organisations, particularly starting new NGOs, business development and management. In June 2012, she was asked by Plan International to start and develop the Italian affiliate, as national director/CEO of Plan Italia.