About us

SOFII is a charity that has been created by fundraisers for fundraisers. We are here to help you be the best fundraiser you can be, by sharing the innovation and inspiration that drives and invigorates our sector.

Written by
June 01, 2020

The Showcase of Fundraising Innovation and Inspiration website www.sofii.org is the flagship programme offered by UK registered charity, The SOFII Foundation.

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.

Get started with our SOFII user guide

Join the conversation

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. 

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.

Leave your mark on SOFII

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 yours 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 success stories with over 10,000 fundraisers around the world, by sending in your examples of instructive fundraising. We would love to hear from you.

Sign up to our email updates 

SOFII sends out regular email updates packed-full of useful information about what’s new and to draw 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’.

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 Bangkok 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. You can reach Carolina at carolina@sofii.org.

Joanna Culling - development manager, SOFII

Joanna joined SOFII in October 2019 and works part-time to help develop 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 her five years at agency Bluefrog, first as a copywriter and later as head of copy. You can reach Joanna at joanna@sofii.org.

Joe Burnett - contributing editor, SOFII

Joe is a fundraising enthusiast and champion for good campaigns. He works part-time for SOFII and is responsible for adding fantastic new content to the site. When Joe isn’t writing about great fundraising, he is a music journalist for Dusted Magazine and The Quietus. If you would like to add a new article or interesting case-study to SOFII, you can reach Joe at joe@sofii.org. 

Meet our Trustees

Craig Linton - trustee, SOFII

Craig loves helping charities improve their individual giving results. He provides consultancy and hands-on support to deliver improved results and donor satisfaction. He is the owner and founder of Fundraising Detective, 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 sits on the advisory panel at fundraising think tank Rogare.

Richard Turner - trustee, SOFII

A fundraiser for 30 years, Richard was awarded ‘Fundraiser of the Year’ by the  Chartered Institute of Fundraising (CIoF) in 2001. He has been a fundraiser for large and small charities including director of fundraising for ActionAid, Farm Africa, and chief fundraiser for SolarAid, along with consulting experience spanning over six years. Richard is currently seminar director for Philanthropy & Fundraising Europe, teaching boards and senior teams the key principles of fundraising that leads to sustained growth. He is actively involved in the CIoF Special Interest Group for the Supporter Experience and on the Advisory Board for the International Fundraising Congress. Richard blogs and tweets as @ifundraiser.

Meredith Niles - trustee, SOFII

Meredith began her career in investment banking, working in New York, Frankfurt and London for Goldman Sachs. Meredith moved into the voluntary sector as an investment director at venture philanthropy funder Impetus-Private Equity Foundation. After the fund was successfully closed, Meredith joined Marie Curie UK, initially to set up a fundraising innovation department, before assuming her most recent role as executive director of fundraising and engagement. 

Meredith is passionate about helping voluntary organisations thrive and is especially committed to strengthening the voice of women and girls and making a difference within the London community. 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 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 Chartered Institute of Fundraising (CIoF) Standards Advisory Board. Meredith lives in London with her husband and their three young sons.

Angélique Masse Nguyen - trustee, SOFII

Over the last 15 years, Angélique has gained expertise in mobilising cross-sector partners for social impact in Asia. She is a strategic planner and partnerships architect with experience in both the corporate and non-profit sectors, raising several millions of dollars to support education in South East Asia.

Angélique leads grassroots organisations to launch innovative fundraising campaigns, maximising their impact even with the smallest budget. She is currently the Head of fundraising and communications for Saigon Children's Charity and the Vietnam chapter head at She Loves Data. Angélique lives in Ho Chi Minh City.

Charmaine Shah - trustee, SOFII

Charmaine started her career working in international development and has been associated with fundraising for the last 14 years. She is originally from Pakistan but relocated to the United Kingdom to work in ActionAid’s London office. Charmaine has vast fundraising, innovation, programme, and knowledge-sharing experience in the Global South. But she also brings fundraising insight and networks established with income generating countries in the Global North. Volunteering brings purpose to her life.

Charmaine co-founded ‘Razakarz’, a youth volunteering organisation in Pakistan. She strongly believes in gender, child and youth rights and has been actively associated with several gender rights movements. As a woman leader, Charmaine has driven the process of creating space to promote the professional growth of women and enabled a safe working environment for them. She is currently global individual giving and child sponsorship advisor at ActionAid International. Charmaine lives with her husband and two daughters.

Heather Little – trustee, SOFII

With over ten years’ experience in the fundraising sector, Heather began her career at The Vegetarian Society. Since then she has deepened her expertise through roles at The Woodland Trust, the RNLI, and Blue Cross. At the RNLI she managed the single largest legacy gift ever to be received by the charity and, as head of philanthropy at Blue Cross, she was instrumental in developing a long-term fundraising strategy and led a £2m capital campaign.

After relocating to Australia in 2018, Heather is now a senior fundraiser at Monash University. A highly successful fundraising leader and strategist, Heather’s focus is on major, principal and mega-gifts, and she has delivered transformational philanthropic income to support the university’s inaugural fundraising campaign. Deeply committed to the sector, Heather was previously a trustee of the Royal Air Forces Association and is currently undertaking an MA in Philanthropic Studies through the UK Centre for Philanthropy.

Rachael Moore - trustee, SOFII

Rachael began fundraising in 2008, first as a street fundraiser before working her way up the ranks to become a team leader and later a national field ops manager – coaching fundraising teams all over the UK. Rachael then took a three-year break from fundraising to work in the events sector, specialising in pharmaceuticals and working with brands such as Johnson & Johnson, Pfizer, and AstraZeneca. 

She returned to fundraising in 2015, working charity side managing both in-house and third party face-to-face fundraising campaigns. Rachael is currently public fundraising manager at PDSA. She also dedicates time to F2F Hub, a collaborative resource aimed at sharing best practice in face-to-face fundraising – Rachael serves as a member of the steering committee and compliance hub champion.

Andrew Watt - trustee, SOFII

Andrew has served the fundraising and social sectors for nearly 30 years, representing them in Brussels, Westminster, Edinburgh, Washington, Ottawa, and around the globe. Andrew’s a collaborative driver of change. He’s worked to develop a greater understanding of what drives our sector and ensures impact in an increasingly volatile and fluid environment. He is an advocate for a just society, enabling equal opportunity and choice for all.

Andrew’s served at a senior level at the Chartered Institute of Fundraising (CIoF), AFP Global and the Association for Healthcare Philanthropy. He has been a member of the IRS Advisory Committee on Tax Exempt and Government Entities (ACT) and a board member of National Philanthropic Trust – UK. Andrew is currently a council member of Rogare, vice chair of Venture South (funded by the Arts Council on the Isle of Wight) and chair of the Health Sector Group of the CIoF. Andrew is director of Third Sector Strategy and senior principal of Accordant. He is married, with two adult daughters.

David Carrington - company secretary and independent consultant, SOFII

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

Our volunteers past and present

Ken Burnett is an author and lecturer on campaigning, fundraising and communication for nonprofit organisations worldwide, Ken founded the influential Burnett Associates agency in the early 1980s. He was a trustee of ActionAid for 13 years, including five years as international board chair. Currently a trustee of the World Land Trust and former independent trustee of the UK Disasters Emergency Committee, Ken was co-founder of the Commission on the Donor Experience (CDE). In 2021, he wrote and published The essence of Campaigning Fundraising in 52 exhibits and 199 web links. Ken also co-founded SOFII with his late wife Marie and served as a trustee before retiring from the SOFII board in 2022.

Alhelí Quintanilla is 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. A journalist with over 15 years experience in Spain and internationally, she first joined the international news Agence France Presse in Paris (France) and Montevideo (Uruguay). Later, in Spain, she became a freelance writer, 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.

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 she is working on, making the donor feel special, rewarded and motivated to support a good cause is her number one goal. Emma is delighted to be part of SOFII’s community and to raise awareness of this resource among Italian fundraisers. Buona lettura!

Jenny Craven is donor development officer for the Refugee Council and is delighted to be involved with SOFII by translating some of our exhibits into French. SOFII has been crucial to Jenny’s development as a fundraiser and inspires her to create innovative fundraising appeals and campaigns to this day at the Refugee Council. She is happy to have the chance to contribute to SOFII to benefit other fundraisers in the same way that SOFII has helped her. Aside from fundraising, Jenny enjoys drawing, travelling and, being a Francophile, she is 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.

About the author: SOFII

The SOFII collection aims to be the most comprehensive, best organised, and most inspiring collection of fundraising related content from around the world.

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