I am very pleased to welcome Oxfam GB’s fundraising back to the real world.

Watch this video, and you’ll see evidence of a nonprofit that’s serious about engaging donors in helping to change the world.

The new material is specific and clear. Real people, facing real problems that have real solutions, which donors can make possible through concrete actions.

I have no inside knowledge about Oxfam GB, but I imagine this significant shift of strategy is the work of determined heroes who spoke against abstraction in favour of the dull, literal stuff that actually gets people to join the cause.

So on behalf of donors and the many people Oxfam serves, congratulations for getting it right.

Thanks to queer ideas for the tip.