The Salt­ways becomes SOFII’s newest partner

We are proud to wel­come The Salt­ways, a cre­ative agency spe­cial­is­ing in char­i­ty film and ani­ma­tions, to the SOFII community.

Written by
May 01, 2023

SOFII is delighted to announce that The Saltways has joined our community as a proud partner. 

The Saltways is a creative agency that empowers charities to tell their stories through film and animation. They believe that every organisation should have the chance to create effective video content. 

The Saltways helps organisations like Vulcan Boxing Club to tell their stories.

Using empathy and understanding of the charity sector, co-founders Emma Bracegirdle and Peter Butler work with organisations of all sizes to create high quality storytelling films and animations. They offer a range of services from fully produced films to basic editing help.

But paramount to their mission is the principle of ethical storytelling. What stories are told – and how they are told – matters most to The Saltways. And as all SOFII readers will know, this aligns closely with our values too. 

This partnership is in an important one, because in a world where we are bombarded with messages, fundraisers need to cut through the noise to reach supporters. The use of video is increasingly important to fundraising teams as a way to engage, inspire and connect with both new and existing donors. Yet for many organisations, it isn’t always easy or cost-effective to deliver. 

The Saltways works with charities to make cost-effective films that engage supporters.

Thanks to this partnership, the SOFII site will include more valuable content that focuses on how charities of all sizes can create compelling videos. This means fundraisers will be better equipped to deliver ethical and inspirational fundraising, influenced by resources available on SOFII.  

‘Ken Burnett’s book “Relationship Fundraising” had a significant impact on my fundraising career, and I’ve always found inspiration from SOFII. When we established The Saltways, we aimed to incorporate authentic storytelling into all aspects of our work. Collaborating with an organisation like SOFII that shares our values is a joy. We’re so excited about helping more fundraisers from charities of all sizes in connecting with their supporters through impactful storytelling films and animations.’ – Emma Bracegirdle, co-founder, The Saltways 
‘I’m thrilled to welcome The Saltways as our newest SOFII partner. In many ways, this is a perfect partnership because both The Saltways and SOFII believe that ethical storytelling is vital to successful fundraising. And we also believe that every charity should be able to deliver their stories, via video, regardless of size or resources. I’m excited that The Saltways will help us offer SOFII readers an insight into how to create powerful videos that will engage their supporters.’ – Meredith Niles, chair, The SOFII Foundation

Below you can view just one of the videos recently produced by the Saltways.

SOFII’s inspiring fundraising content is provided completely free of charge to a growing number of fundraisers. On average, over 10,000 people search for great fundraising on each month and the charity emails over 10,000 fundraisers with inspirational case-studies, articles, research, tips and opinion pieces regularly. 

There is no other permanent, easily accessible archive of effective fundraising which shows what works and what doesn’t – told by skilled fundraisers themselves. Now archived by the British Library, the SOFII website catalogues and displays fundraising excellence so inquisitive fundraisers can raise more money. 

SOFII’s I Wish I’d Thought of That (IWITOT) events also offer fundraisers the chance to be inspired by campaigns from around the world. These events are offered both in-person and online. 

Today, SOFII is proud to welcome The Saltways to our community of fundraising enthusiasts from around the world. The charity would love to join forces with other individuals and businesses who believe in the future of SOFII too. Now more than ever, fundraisers need a place where, regardless of age, job title or location, they can access the ideas and inspiration to deliver quality fundraising campaigns. No big budget, membership or experience required. 

If you would like to join The Saltways and SOFII’s other partners as we help shape the future of fundraising and give fundraisers the courage to innovate, please contact Meredith Niles at

You can also make your own gift to support the work of The SOFII Foundation, here. Alternatively, if you are an individual seeking to support us on a regular basis, join the SOFII One Hundred here.

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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