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. Carolina can be reached at carolina@sofii.org

Joanna Culling - project manager, SOFII

Joanna re-joined SOFII in October 2019 after a stint as contributing editor in 2016. Now she helps 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. joanna@sofii.org

Joe Burnett - contributing editor, SOFII

Joe is a fundraising enthusiast and champion for good campaigns. He is responsible for adding fantastic new content to the SOFII site. When he isn’t writing about great fundraising, Joe is a music journalist for Dusted Magazine and The Quietus. joe@sofii.org 

Meet our Trustees

Ken Burnett - trustee, SOFII

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. His latest book The Essence of Campaigning Fundraising will be published in 2021. Co-founder of SOFII with his wife Marie, Ken also volunteers for SOFII in various roles.

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 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 on the advisory panel at fundraising think tank Rogare.

Richard Turner

A fundraiser for 30 years, including the award of ‘Fundraiser of the Year’ by the Institute of Fundraising in 2001, Richard 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 of over 6 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. Blogs and tweets 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 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 - independent consultant

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

Our volunteers past and present

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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