“Change for Good®” : la campagna promossa da UNICEF

by SOFII

Da oltre 15 anni UNICEF raccoglie milioni, e milioni di fondi per i bambini più svantaggiati del pianeta. Come? Con un’idea semplice ma efficace: raccogliere le monete straniere che i viaggiatori non desiderano conservare.

All Saints and St Andrew’s Church, UK: parachuting teddy bears

by SOFII

Is this the world’s first teddy bear parachute jump? The basic idea is not only appealing, it was easy to organise, cost almost nothing and is easily copied.

Friends of the Earth: Looking after supporters when the media storm hit

by SOFII

When a media storm hit the sector and put fundraising under the microscope, Friends of the Earth acted quickly to get in touch with their donors. They gave them the opportunity to comment both frankly and freely on how the organisation was communicating with them. But what did their supporters have to say?

International Campaign for Tibet Freedom

by SOFII

International Campaign for Tibet Freedom: bracelet appeal

by SOFII

Practical incentives are an important part of the direct mail fundraiser's skills and this is a particularly appealing idea.

“Un tè per due”: la campagna di Guide Dogs NSW/ACT1

by SOFII

Vincitore di ben due premi, quest’appello di Guide Dogs non ha solamente superato i risultati delle campagne precedenti per raccolta fondi. Ha offerto anche l’opportunità ai tanti sostenitori di scoprire una nuova faccia dell’organizzazione e dei suoi adorabili “protagonisti pelosi”, raccontando loro il lavoro che questi straordinari animali portano avanti per aiutare adulti e bambini affetti da cecità.

7 days 7 gifts – part of Give India’s ‘joy of giving’ week

by SOFII

Can one person really change the world? Well, as this exhibit demonstrates, he can certainly make a very good start. This is a wonderful example of how one man’s idea can motivate many.

A 'hair-raising' message from the Swedish Childhood Cancer Foundation

by SOFII

Don't be afraid to steal an idea. Just make sure you do it right. Here we show you how the Swedish Childhood Cancer Foundation took a concept that fit with their strategy, copied it, and ended up with a stunning campaign that was even better than the original. 

A bad ad at a bad time

by SOFII

Domestic violence has been on the rise during the coronavirus pandemic, so Women’s Aid wanted to highlight the issue and ask for donations. However, this bad ad shows how not to try and raise money. 

A brief history of fundraising in France

by SOFII

SOFII has recently added some new exhibits from France which we've translated from French into English. We'd love to receive more. For those of you not familiar with fundraising in France, here is a bit of background information to help put things into context.

A Dismal Swamp: an extract from Our Mutual Friend showing Charles Dickens’ view of fundraising in Victorian England

by SOFII

Charles Dickens’ perceptive view of fundraising from Our Mutual Friend, 1864. Download this entertaining and instructive insight into fundraising from 150 years ago.

A few top tips and how-to lists just for you

by SOFII

Practical, easy to apply fundraising know-how.

AARP (formerly the American Association of Retired Persons): legacies booklet and newsletter

by SOFII

This booklet and newsletter were the centerpiece of a direct marketing legacy promotion programme. Given the huge size of the AARP membership and the substantial range of interests and abilities, Mal Warwick Associates opted to organise the multi-faceted legacy programme illustrated in these materials.

Please note: This exhibit is "under construction"

ABCR - The Brazilian Fundraisers Association

by SOFII

About us

by SOFII

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. 

Aching Arms: teddy bears member-get-member scheme

by SOFII

The story that was voted best of all at SOFII’s 2013 Once Upon I Wish I'd Thought of That event.

Act for Peace's refugee social experiment

by SOFII

A filmed social experiment that tested Australia's compassion for refugees and led to viral success for the charity.

Action on Hearing Loss

by SOFII

Action on Hearing Loss: haz un legado en tu testamento

by SOFII

Action on Hearing ha calculado que esta campaña de legados generará aproximadamente unos dos millones de libras en el futuro.

Action on Hearing Loss: put a gift in your will

by SOFII

Action on Hearing Loss has calculated that this legacy campaign is likely to generate around £2 million in the future.

​Action Planning

by SOFII

ActionAid

by SOFII

ActionAid ‘Bollocks to Poverty’ campaign

by SOFII

This is a very brave campaign. It talks directly to young people in the language they use everyday, with no punches pulled.

ActionAid: the ‘postal parent’ advert

by SOFII

These two black and white ads look dated now, and the first of these at least seems patronising too. But when these ‘postal parent’ advertisements appeared in the UK in the mid 1970s they were state-of-the art, the epitome of direct response fundraising.

ActionAid: the inserts with built-in reply mechanism

by SOFII

This promotion raised £millions and won almost every direct marketing award going. It also helped propel a new and little known organisation called ActionAid into the list of Britain's top 20 charities. Action Aid created a new format, which was then copied by dozens, perhaps hundreds of other organisations.

ActionAid: the welcome to child sponsorship package

by SOFII

ActionAid’s child sponsorship programme has been running in the UK for over 35 years. In 2008, they revisited the enquirer and welcome packs with the intention of making the materials the best that could be found anywhere.

ActionAid: transparency and readability

by SOFII

This exhibit shows great accountability and transparency but it’s also an object lesson in how not to communicate via the printed page.

ActionAid’s Christmas collection: virtual gifts that keep on giving

by SOFII

The concept of virtual gifts is not new. However ActionAid’s approach is noteworthy because they have elevated the process and are now offering their supporters gifts that keep on giving.

Advantage Africa

by SOFII

Advantage Africa: Christmas gift wrapping offer

by SOFII

Your volunteers can be powerful donors for your cause. Advantage Africa uses the simple service of offering a Christmas gift-wrapping service in a local shopping centre that raises a substantial amount of money for their work in Kenya and Uganda. This is an idea that could be adapted to raise money all over the world.

​AFP The Association of Fundraising Professionals

by SOFII

African National Congress

by SOFII

African National Congress: the emergency pre-election fundraising, from 1992

by SOFII

The ANC campaign that pioneered professional political fundraising in the UK and offered the British public the chance to play an active role in getting rid of apartheid forever.The campaign raised £2 million in six months with no budget and just one paid member of staff.

Aid to Children and Adolescents at Risk Foundation ANAR: secret anti-abuse message

by SOFII

Clever use of lenticular printing to send kids a secret message that adults can't see in these child-abuse poster ads.

Aide et Action: press ads/thank you methodology

by SOFII

A simple idea for 'start-up NGOs' based on true donor relationship building. What's really significant here is the way that Aide et Action's CEO cultivated and encouraged press involvement and support, so that they were were only too willing to help with donations of free advertising space.

Akshaya Patra, India: winners of an international competition to change the world

by SOFII

A prize-winning initiative from India. Akshaya Patra has, quite simply, set up the world's largest school feeding programme, providing more than one million school dinners every school day. This vast undertaking clearly has appeal to corporate donors, for it attracted the attention of American Express when they were running a competition to find projects that have real impact.

Albert Street Methodist Sunday School

by SOFII

Albert Street Methodist Sunday School: the foot of pennies from the 1930s

by SOFII

A small yet colourful part of England’s fundraising heritage had been discovered in a Methodist chapel about to be demolished. As their finder explains, these fun feet of pennies are engagement devices designed to make collecting for charity easy and so to hook neophytes into the habit of giving.

Alex's Lemonade Stand Foundation

by SOFII

Alex’s Lemonade Stand Foundation (ALSF) end-of-year campaign

by SOFII

Please click here to see the award-winning video – full of emotion, powerful images and evocative language – that helped Alex's Lemonade Stand Foundation smash its $40,000 target.

Alexander’s Fund

by SOFII

Alexander’s Fund: how fundraising inspired a community to save a life

by SOFII

Alexander’s Fund inspired a community and raised over £255,000 in less than two weeks to save a young boy’s life.

ALS Association

by SOFII

ALS Canada: ‘Ways to Support’ document

by SOFII

SOFII has simple tastes. We love fundraising that costs little but raises lots. Anyone can copy these materials, which are so homemade they are reproduced on the office photocopier. Donors will love this, not just because it tells them all they need to know but also because it’s no frills/low cost.

ALS Foundation Netherlands: I have already died

by SOFII

This powerful and moving campaign gives a storytelling platform to people who have ALS.

Amnesty International

by SOFII

Amnesty International Australia: David Hicks press insert 2007

by SOFII

The clever presentation of a compelling message and the chance for involvement in a campaign that could make a real, tangible difference presented AIA…

Amnesty International UK: another ad that shook the nation

by SOFII

Newly added to SOFII’s archive of brilliant Amnesty ads from yesteryear is this shocking full page from the mid 1990s. Though distressing, it’s well worth reading and studying.

Amnesty International UK: press ads that shook a nation

by SOFII

These ads changed the political shape of Britain, raised social consciousness generally as well as concerns for human rights in particular.We do not have all the details about this campaign but SOFII decided to showcase it because we believe that every fundraiser wherever he or she works should be familiar with these ads and what they achieved.

Amnesty International UK: Virtual reality street fundraising

by SOFII

Face-to-face (or street) fundraising often receives criticism, but this is an example of it at its best. Using virtual reality headsets, Amnesty International UK showed how devastating barrel bombs are to the people of Syria. Keep reading to find out how they created the campaign, then watch an IWITOT 2023 presentation that shows how this concept is still inspiring fundraisers and captivating donors at a variety of charities – eight years later. 

Amnesty International: the pen pack

by SOFII

Amnesty needed a powerful and effective means of recruiting new donors to their great cause. This was it. This was, as far as we know, the first ever occasion when a free pen was included in an acquisition mailing, in the UK at least. This mailing was both brilliantly successful and started a trend that led to a flood of imitators.

SOFII has just restructured its massive direct mail, door drops and household deliveries showcase – the world’s biggest and best direct mail swipe file. Check it out here.

Amnesty International: the shame Shell campaign

by SOFII

This exciting exhibit from Amnesty International UK reveals new and innovative ways to keep your donors at the heart of your next campaign.

Amnesty International: throw-away insert campaign

by SOFII

Amnesty International’s fundraising is rarely other than enterprising, inspirational and effective and this insert doesn’t fail to live up to expectations. Here, Amnesty International used people’s contrary instincts about the medium to their benefit by creating an insert with a warning not to open it.

An apology and important message

by SOFII

The SOFII team would like to offer an apology regarding last week’s email update, please read our important message below.

An important announcement from SOFII

by SOFII

After 15 years of curating great fundraising ideas, inspiration, and resources for fundraisers all over the world, SOFII’s co-founder and trustee Ken Burnett has retired from The SOFII Foundation board. 

Anne Frank Trust UK: the ‘thirteen-in-13’ campaign

by SOFII

Seventy years before social media, a 13-year-old girl changed the way we see our world forever. Now the Anne Frank Trust in the UK has started a campaign to encourage young people with a thirteenth birthday in 2013 to write to the prime minister, David Cameron, to tell him what kind of world they would like to see.

APOPO: HeroRAT rat adoption programme

by SOFII

Another highly successful sponsorship programme. The Belgian charity APOPO have encouraged very many people to part with their euros to adopt a rat – and save a life.

Arrels Fundació: cardboard hearts for the homeless

by SOFII

Arrels Fundació have come up with an excellent way to wear your heart on your sleeve to raise money and awareness of the growing number of homeless people in Barcelona. It is also easily copied.

Arthritis Care: ‘people like us’ campaign

by SOFII

This colourful, imaginative campaign recruited new members at one third of previous costs because it’s creative, engaging and thought-provoking. It stirred people from their daily routine into doing something different.

Association of International Cancer Research: Inspiring Stories Book

by SOFII

By creating real, personal, one-to-one conversations, AICR not only inspired their supporters, they also made them feel as though they really cared.

Audubon Society of Rhode Island: special recognition of long-time donors

by SOFII

The Audubon Society of Rhode Island’s superb care for their donors and courage in their approach have produced results that will be the envy of charitable organisations everywhere.

Australian Conservation Foundation: end of year appeal

by SOFII

By changing the way that donors were asked for support, ACF was able to triple income and response with this mailing. It is a brilliant example of a credible, compelling and engaging direct mail piece to a warm audience.

Bad Ad - Greenpeace Portugal: the unfortunate example of the reversed out coupon

by SOFII

We love this, but sympathise greatly with its creator, whoever he or she might be. If you know anything about this ad, please share your information …

Bank4Hope: a new ‘bank’ to enhance transparency and accountability

by SOFII

The founders of Bank4Hope aim to manage and continuously develop this ‘bank’ to support the work of charities in monitoring and fundraising. Their goal is to revolutionise global giving.

Battersea Dogs & Cats Home: ‘secret suppers’

by SOFII

Battersea Dogs & Cats Home struck gold with a marvellous and original idea to show their urgent need to wealthy donors.

Battersea Dogs & Cats Home: introducing iPads to door-to-door

by SOFII

Superb use of new technology from Battersea Dogs & Cats Home, that makes good use of iPads to great advantage.

BBC Television: the 1966 documentary, Cathy Come Home

by SOFII

Cathy Come Home, the powerful story about a young family’s slide into homelessness and poverty was a defining moment in 1960s television. The controversy it created led to public outrage at the state of housing in Britain and to the launch of several charities, including Shelter. Here you will see the deeply moving final scene, presented by Chris Barraclough at last year’s IWITOT.

Ben Franklin touring education and fundraising shows

by SOFII

This creative example of fundraising educational entertainment seems to SOFII to be very flexible and potentially easy to copy.

Bhopal Medical Appeal: B’Eau Pal publicity stunt: don’t go near the water!

by SOFII

Don’t go near the water: 25 years after the world’s worst ever man-made disaster, B’EauPal shows that effective political campaigning takes ’bottle’ (a commonly used London term for courageous risk-taking). This is a classic opportunistic protest in a good cause.

Bitcoin for fundraisers

by SOFII

Is Bitcoin the next ‘BIG THING’ for fundraisers? Could it work wonders for your organisation?

Blackbaud

by SOFII

Blue Cross: a brand refresh

by SOFII

This charity’s brand refresh is different from many others because it puts supporters and their deep love and concern for pets first. It’s designed to meet fundraising objectives as well as brand awareness.

Blue Cross: Tap Dogs

by SOFII

Terrific innovation by animal charity Blue Cross who found a funny and eye-catching way to get their rescue dogs to lend their paws to the cause.

Book Aid International: the Reverse Book Club

by SOFII

This medium level structured monthly giving scheme is a good example of a fundraising product that has been specifically designed to fit the needs of donors to a very particular and specific cause.

Bosnian Handicrafts: ‘shopping with a purpose’ campaign

by SOFII

This highly professional multi-media campaign from Bosnia shows that inspirational and innovative fundraising can succeed anywhere.

Botton Village ‘Frances’ pack

by SOFII

Botton Village was a pioneer of relationship fundraising. This is fundraising direct mail as it should be – sincere, engaging, heart-warming and very compelling.

Botton Village: giving donors choices

by SOFII

Until Botton Village started offering its donors choices with the simple form shown opposite, donors everywhere were almost invariably not given any say in how they might be communicated with.

Botton Village: il “messaggio di Frances”

by SOFII

Botton Village e’ stata una vera e propria pioniere nel cosidetto “fundraising relazionale”. Questo e’ esattamente quello che un buon direct mail di raccolta fondi dovrebbe essere: sincero, coinvolgente, caldo ed estremamente convincente.

Breakthrough Breast Cancer

by SOFII

Breakthrough Breast Cancer: ‘Touch, Look, Check’ campaign

by SOFII

This campaign successfully united two aims: to increase knowledge of breast cancer warning signs and recruit a large number of regular givers.

Breakthrough: the ‘is this justice’ campaign

by SOFII

This is a brave campaign that fearlessly speaks out against social injustice in societies where such issues are rarely discussed, far less confronted.

British Heart Foundation

by SOFII

British Heart Foundation: the ‘calculate the cost of heart disease’ mailing

by SOFII

This is irresistible. How could any cost-conscious businessman or woman resist playing with this gadget to get an idea of what heart disease is costing his or her bottom line each year?

British Heart Foundation: the poster series

by SOFII

A great series of posters from the British Heart Foundation with both public education and awareness messages.

British Red Cross: the £7.7 billion appeal that changed British fundraising forever

by SOFII

The Duke of Gloucester’s Red Cross and St John Appeal Fund is the largest charitable fund in the history of British fundraising, raising the equivalent of £7.7 billion. This monumental exhibit should be read by all.

Bulgarian Red Cross: ‘one SMS, one hot meal for one Bulgarian child’ campaign

by SOFII

These campaigns successfully united several established fundraising techniques including building corporate alliances and the use of new and old media.

Calgary Zoo: annual report 2012 on Instagram

by SOFII

Calgary Zoo in Canada publishes the first annual report on Instagram.

Camp Rising Sun: the impact of an infographic

by SOFII

This infographic is visually appealing, uses technology available to organisations of all sizes and demonstrates the key fundamentals of fundraising – make a compelling case for support and demonstrate to your donors the impact of their gifts.

Campaigning fundraisers can change the world

by SOFII

What is the future of fundraising? Will it be a bright one after the pandemic? Yes, says Ken Burnett. In fact, fundraisers like you can change the world.

Canadian Diabetes Association: Diabetes Summer Surge Campaign

by SOFII

This exhibit is an excellent example of how you can maximise the potential of your existing donors in an impressively short amount of time.

Cancer Research UK

by SOFII

Cancer Research UK: the letter from cancer

by SOFII

At first glance you might think, wow, this mailing from Cancer Research UK is clever and a bit different. It surely will make people angry enough so that they give money that will beat cancer: an admirable ambition. But what would you think if you have cancer?

Cancer Research UK: the race for life

by SOFII

Cancer Research UK’s race for life is an event for women only, so it gives them the chance to take action against cancer. Through constant innovation over many years, nearly £500 million has been raised to beat cancer.

Cancer Research UK’s ‘no-make-up selfie’ campaign

by SOFII

An 18 year old from Stoke in the UK is credited with dreaming up the no-make-up selfie craze that raised an amazing £1 million in the first 24 hours, mainly through text messages and social media. The craze went on to raise £8 million in a week. Cancer Research UK can now report back to their hundreds of thousands of new donors that 10 clinical trials are now in place that otherwise wouldn't exist.

Cancer Research UK’s Dryathlon

by SOFII

If you think that the cause should never take second place in an appeal, click here to see how Cancer Research UK’s Dryathlon did exactly that. And raised £4.5 million.

Capital Area United Way: a well-captioned photo is worth 1,000 words

by SOFII

By re-designing their website and including a special online photo documentary Capital Area United Way found a way to tell their story and proved that a picture really can tell a thousand words.

CARE packages: returning to their roots

by SOFII

In this exhibit CARE looked back at their own history and decided to launch a new and improved version of their traditional CARE packages that were first introduced in 1946. Updated with a modern twist, this campaign demonstrates the future of online giving

CARE USA: donor acquisition chaperoned emails

by SOFII

CARE USA responded to the violence in Gaza with remarkable humanitarian aid and a strong call to action for new donors. Being ready to appeal for new supporters during emergencies, or at times when your issue is in the public eye can help you to acquire more donors for your cause. To acquire new online donors at a low cost, CARE sent chaperoned emails through online publishers.

Casa Speranti Edelweiss campaign

by SOFII

Public fundraising is an increasingly important but still emerging activity in Romania. Here Casa Speranti correctly identified the power of linking their fundraising initiatives to the church.

CDE project 6 section 4.4b: Jack’s story, from Claire House Children’s Hospice

by SOFII

A harrowing, heartbreaking and wonderful example of emotional fundraising at its most effective from Claire House Children’s Hospice in Liverpool, UK.

CDE project 6: The use and misuse of emotion. Section 5.5b: empathy-based design.

by SOFII

The use of empathy in design is crucial to achieving exceptional results in fundraising, as Adam Willis explores in this contribution to CDE project six.

Celebrating Jerry Huntsinger – an exemplary fundraiser, writer, teacher and friend

by SOFII

There is a very special showcase on SOFII that you might not know about – but you really should. It contains oodles of fundraising wisdom and it’s called, quite simply, The Jerry Huntsinger Tutorials.

Centrepoint ‘sponsor a room’: donor acquisition

by SOFII

This exhibit is proof that traditional direct response fundraising can still work in the current fundraising climate. It demonstrates simple yet effective press advertising combined with a clever use of digital technology.

CEO Sleepout: business leaders sleep rough for Girls and Boys Town

by SOFII

One night of discomfort is a very small price to pay for helping to raise awareness and vital funds to support homelessness. The CEO Sleepout encourages influential members of the business community to move outside of their comfort zone and spend a night in the shoes of a rough sleeper.

Challenge fundraising – lessons in asking and thanking, from Ken Burnett’s 500-mile walk

by SOFII

Thinking about taking on a big challenge for a cause you love? You could jump out of a plane, you could run a marathon, you could walk 500-miles… but how do convince your friends, family and colleagues to sponsor you? And how do you thank them when they do? Read on to find out.

Change Heroes: a new fundraising platform

by SOFII

The aim of each of Change Heroes’ campaign is to bring together groups of 33+ friends to donate $3.33 a day for three months, which equals $10,000. This will enable their charity partners to build a school, library, or water project in a developing country.

Charter 88: the ‘buy-out’ letter

by SOFII

Is candour just too dangerous a commodity for charities?. This simple mailing achieved Charter 88's best ever response in its early days.

ChatGPT and fundraising – what do you need to know? (part one)

by SOFII

You’ve probably heard about ChatGPT. You might have read about how it could revolutionise (or destroy) everything from internet searches to journalism. But as fundraisers, what do you really need to know? In part one of a two-part piece, we ask three digital fundraisers to give us their opinions on ChatGPT. 

CHATS: the Norooz letter, in Farsi

by SOFII

It’s an ancient truism of fundraising that if you want to communicate with donors you must speak to them in their language, not yours. Here’s a small example that paid off in practice.

ChildLine: the Got Talent ball

by SOFII

This is event fundraising at its best. Raising almost £350,000, the ChildLine ball 2010 demonstrates some excellent fundraising techniques.

Children’s Cancer Institute of Australia: bequest conversion pack

by SOFII

This very detailed exhibit shows clearly how to ask donors and potential donors for the biggest gift they’ll ever make – a legacy. The campaign achieved brilliant results and stands out in the charity sector as an example of good bequest (legacy) marketing. It showed that asking someone for a bequest doesn’t have to be daunting and risky, as long as it is done in a sensitive, respectful manner that offers an emotive and compelling case for support.

Children’s Hospital Foundation, Washington DC, USA

by SOFII

Children’s Hospital Foundation: ‘Send your valentine to a child in the hospital’

by SOFII

The Children’s Hospital Foundation were convinced that Valentine’s Day could have enormous potential for fundraisers. Even though the first attempts didn’t live up to expectations, they persevered until, eventually, that vision paid off. And 14 years later, in 2025, this appeal is still going strong. 

Children’s Medical Research Institute: the video that broke the Internet’s heart

by SOFII

Click here to see the video from Australia’s Children’s Medical Research Institute that ‘broke the Internet’s heart’.

Children’s Wish Foundation: the power of a story

by SOFII

All nonprofits need to tell stories. Through storytelling you will build deeper connections with your supporters and, ultimately, raise more money for your cause.

Chilean Bible Society

by SOFII

Christian Aid

by SOFII

Christian Aid: text for nets

by SOFII

This exhibit is a great example of modern fundraising. While there is a lot of talk about fundraising by text messages, rarely do we find an appeal that makes it so easy, so compelling and so tangible.

​Chuck Longfield

by SOFII

Cinema stunt by Carlsberg

by SOFII

We don’t want to encourage bad behaviour but this ad is funny and in a simple way shows how we shouldn’t be too ready to jump to conclusions. Is there a lesson for fundraisers here too?

Civil Rights Defenders

by SOFII

Civil Rights Defenders: the Natalia Project, the first assault alarm to protect defenders of human rights

by SOFII

This remarkable project from Civil Rights Defenders saves the lives of human rights activits working to save people from oppressive regimes. The level of involvement they offer their donors is made possible through excellent use of social media.

Cleveland Hearing and Speech Clinic: revitalising declining revenue raised through special events

by SOFII

The once successful special gala dinner of the Cleveland Deaf and Speech Clinic was in decline. But their adventurous fundraisers didn’t ditch it. Instead they introduced three, soon to be four, new events. They call it ‘demographic’ fundraising and you will learn all about it here.

Common Cause Citizen’s Committee: major donor upgrade

by SOFII

The letter and the rather interesting reply form get to the point, asking for money on the letter’s first page.

Concern Worldwide

by SOFII

Congratulations, you’re about to become an even better fundraiser!

by SOFII

Great fundraisers are just fundraisers who know more. Honestly! So if you want to keep learning and innovating, you’ve come to the right place. SOFII can’t wait to share the best of fundraising with you. 

Here’s what you need to do now... 

Consejo Cívico hosts Giving Tuesday Thankathon in Mexico

by SOFII

In this article, Anita Gallagher and Yareli Sepúlveda Sáenz share how Consejo Cívico made a Giving Tuesday idea they heard about via SOFII work for them.

Coriell Institute for Medical Research

by SOFII

Coriell Institute for Medical Research: What’s in Your Genes - A Celebration of the Science of Genetics

by SOFII

This exhibit features a novel way of getting the attention of potential donors by sending a pair of denim jeans by mail, with a sponsorship proposal and the message, 'What's in your genes?'

Could you help Ken conquer the Camino de Santiago?

by SOFII

SOFII co-founder and managing trustee Ken Burnett is taking on one of the biggest fundraising challenges of his life. Please will you sponsor Ken as he walks 500 miles in support of The SOFII Foundation?

Covenant House Alaska: ‘moustache march’

by SOFII

Covenant House helps homeless and runaway youth in Alaska. Moustache march, has brought new supporters to their cause, as well as raising much-needed funds.

Covenant House candlelight vigil

by SOFII

Fundraising is at its best when it mobilises large numbers of people to take action for a cause that will bring about change. This exhibit demonstrates how to reposition an event that is ‘tired’ and make it work on multiple levels.

CPAR: ‘plant a tree in Ethiopia’ mailing

by SOFII

Ethiopia has to be one of the most difficult fundraising markets in the world. Yet this pack produced results that most more sophisticated fundraisers can only dream of.

Creating Better Futures

by SOFII

Creating Better Futures: ‘name the bear– every child has a name’ competition

by SOFII

How a tiny organisation with a turnover of only £16,000 is raising money to educate orphans in Zimbabwe.

Crimestoppers: reverse pickpocketing is putpocketing

by SOFII

The charity Crimestoppers launched an integrated experiential and social media campaign to raise awareness of pick pocketing that also aimed to change public behaviour.

Crisis Christmas card challenge

by SOFII

'Send a singer’ is one example from a charity for homeless people in the UK – it’s fun, it’s engaging, it’s compatible with the charity’s values. In essence this campaign addresses corporate social responsibility agendas, offers a practical solution to the traditional Christmas card chore and offers participating companies a unique and high impact marketing opportunity.

Croatian Dogs appeal for new building

by SOFII

This campaign to build a rehabilitation centre in Zagreb raised a large amount of money at an impressively low cost to income ratio.

Culver Academies: by example campaign

by SOFII

It’s not often SOFII gets to showcase an alumni fundraising campaign and this one is an absolute cracker. This campaign managed to exceed their (already ambitious) target, not once but twice.

Cure Cancer Australia

by SOFII

Cure Cancer Australia: ‘can too’ sporting events

by SOFII

Young people raise money for a great cause while being coached by professionals in a whole variety of sporting skills.

David Ogilvy’s secret weapon

by SOFII

Few people more deserve the term ‘giant of fundraising’ than David Ogilvy. Here, in a fragment of film from days gone by, Ogilvy passes on a single gem from his glittering experiences. Those who heed his words will prosper.

DEBRA Ireland

by SOFII

Deerfield Academy: Bruce Barton’s fundraising letters for letters 9, 10 and 11, from 1948 and 1949

by SOFII

Reporting back, storytelling and irresistible offers – more fundraising gems from Bruce Barton.

Deerfield Academy: Bruce Barton’s fundraising letters from 1945, letters 3, 4 and 5

by SOFII

These letters are masterful examples of wrapping up serious information in easy conversational style. Find letters three, four and five here.

Deerfield Academy: Bruce Barton’s fundraising letters from 1946/47, letters 6, 7 and 8

by SOFII

Featured here are letters six, seven and eight from the 21 letters in this SOFII series, three more fine examples of the fundraising letter-writer's art from an age gone by.

Deerfield Academy: Bruce Barton’s fundraising letters from 1951, letter 15

by SOFII

With all the usual captivation and craftsmanship of a classic Bruce Barton letter, this provides a very valuable lesson in donor care from 60 years ago that is just as relevant today.

Deerfield Academy: Bruce Barton’s fundraising letters from 1955 and 1956, letters 16 and 17

by SOFII

A four-year gap between Bruce Barton's letters for Deerfield Academy in no way diminished his exceptional capacity for penning a powerful appeal. Read, reflect and recycle, for there is real treasure here.

Deerfield Academy: Bruce Barton’s fundraising letters from 1956 and 1957, letters 18 and 19

by SOFII

There’s no trickery in these letters, no artifice, no phoney PSs. Just direct, honest talking put in such an endearing and charming way as to become irresistible for those recipients who share the writer’s enthusiasm for Deerfield Academy and his passionate belief that it should give the best education possible to its students.

Deerfield Academy: Bruce Barton’s fundraising letters from 1957 and 1958, letters 20 and 21

by SOFII

Bruce Barton’s letters are all about the donors’ achievements, so are welcome news packed with flattery and tales of selflessness and fine motives.

Deerfield Academy: Bruce Barton’s fundraising letters from 1960, letter 22

by SOFII

It has been a pleasure and a privilege to bring you all these letters from that master of direct mail letter-writing, Bruce Barton. But, as the infamous ‘they’ say, ‘all good things must come to an end’. Yes, this is the last SOFII has. But, of course, as they also say, ‘the glass is half full’, so maybe there are more out there that will find their way to SOFII.

Deerfield Academy: Bruce Barton’s fundraising letters from the 1940s, letters 1 and 2

by SOFII

Written between 1944 and 1960, the 22 letters in this series reputedly raised over US$2 million. Serious direct mail copywriters will study these letters carefully and will profit accordingly.

Deerfield Academy: Bruce Barton’s fundraising letters from the turn of the 1950s, letters 12, 13 and 14

by SOFII

It's a delight now to add letters 12, 13 and 14 to this growing SOFII series featuring legendary writer Bruce Barton's brilliantly conversational direct mail letters for Deerfield Academy.

Defenders of Wildlife: multi-channel direct marketing integration

by SOFII

With more nonprofits engaging in online marketing, those that are coordinating their messages or campaigns across many channels are standing out above the crowd.Defenders of Wildlife are leaders in the field and here we look at three of their campaigns to highlight some of the best multi-channel integrated marketing in the sector.

Depaul UK e la sua audace invenzione: un’applicazione per sensibilizzare sul tema dei senzatetto

by SOFII

L’applicazione iHobo di Depaul UK è la prima app pensata per sensibilizzare sul tema dei giovani senzatetto. Nei primi 5 giorni dal suo lancio, questa app è diventata la numero uno per download nel Regno Unito. E da allora, è stata scaricata 600.000 volte. Sembrerebbe funzionare, no?

Depaul UK: the iHobo daring app to raise awareness about homelessness

by SOFII

Depaul UK’s iHobo app to increase awareness of the plight of young homeless people was the first of its kind. Within five days of its launch it was the number one most downloaded app in the UK. It has since been downloaded 600,000 times: it’s that powerful.

DirectChange.org website

by SOFII

Is this the future of fundraising; giving donors direct control over where their money goes, instant feedback and the flexibility to decide what they will support, when and how? DirectChange.org is an exemplary use of new technology to bring new donors (and a new generation of donors) into charity to help meet urgent needs.

Do you love fundraising as much as we do?

by SOFII

Here at SOFII, we love fundraising. And if you love fundraising too, then you would fit in perfectly with our other fundraising-loving friends – the SOFII One Hundred. Read on to meet all the members of the SOFII One Hundred and learn how you can join them in supporting other fundraisers, today.

Dobrota Foundation: ‘everyone can be a philanthropist’ campaign

by SOFII

This massively ambitious multi-media campaign generated results that speak for themselves. It shows what can be achieved with vision and commitment, even in an emerging market.

Dogs Trust

by SOFII

Dogs Trust canine care card

by SOFII

This is really clever fundraising. The Dogs Trust (formerly National Canine Defence League) offers its supporters the chance to join their canine care scheme which ensures that if they die before their beloved pet dog, NCDL will promise to look after the dog for all its natural life. Is that idea going to appeal to an elderly dog-loving donor? We think so. So, which charity is that dog-loving donor likely to leave a legacy to, then? There are no prizes for getting this right, unless you are The Dogs Trust, who've raised £millions from this scheme.

Dogs Trust: sponsor a dog

by SOFII

One of the most imaginative, instructive adaptations of the concept fundraisers have dubbed ‘the best fundraising proposition of all time’.

Donate now - make a difference to the world and feel great about it.

by SOFII

Donate now - make a difference to the world and feel great about it.

Dr Barnardo’s Homes: four fundraising greats from the distant past

by SOFII

Dr Thomas Barnardo was one of the Victorian era's great philanthropists. These archive examples of his personal fundraising style and efforts are a unique treasure for the body of fundraising knowledge and best practice.

Dr Barnardo’s Homes: how the death of Carrots led to a powerful slogan, from 1866

by SOFII

The death of a lonely young boy led Dr Barnardo to declare that the children’s homes that bore his name should never, ever close their doors to any child. A great example of fine writing combined with sincerity.

Dr Barnardo’s Homes: quattro grandi raccolte fondi dal passato remoto

by SOFII

Il Dr Thomas Barnardo fu uno dei maggiori filantropi dell'era Vittoriana. Questi esempi in archivio, con il suo personalissimo stile di fare fundraising e con le sue iniziative, sono un tesoro più unico che raro per l'intero patrimonio di esperienze nel fundraising e delle sue buone prassi.

Dream A Dream: evenings out at the Little Theatre, Bangalore

by SOFII

An inspirational guide to nights out at the theatre, courtesy of Dream A Dream, Bangalore. The annual theatre production is a classic example of an exchange model, where all participants gain value through the collaboration. The audience, adults and children alike, enjoy an entertaining play by a leading theatre group. Dream A Dream is able to raise funds for its development activities.

Dream a Dream: Newspaper Campaign

by SOFII

A brilliant way of raising money without actually asking for any. It can be easily copied, as long as anyone copying can guarantee the same consistency, which is part of the campaign’s success. Dream a Dream ensures that once a commitment is made, newspapers are collected every month, even if it is just three kilos.

Dream a Dream’s ‘uncrush a dream’ campaign

by SOFII

From India, this 'uncrush a dream' concept is a brilliant idea for engaging donors, whether it used when introducing and explaining a cause to passers-by in the street or as people gather at organised events.

Dream-a-Dream Foundation: ‘dine for a good cause’ campaign

by SOFII

Dream a Dream is one of a small but growing band of entrepreneurial Indian NGOs that are building a vibrant and progressive nonprofit sector in India. The idea behind this campaign is simple but stunningly effective, creating a win/win situation for both commercial partner and cause.

Each of the 28 individual CDE summaries, at the click of a mouse

by SOFII

Look no further for a quick overview of all the CDE project summaries and their expert findings. Click here to find what you’re looking for.

Eihei Dogen: fundraising letter from 1235

by SOFII

This letter, sent in the year 1235, may be the oldest fundraising letter on record. It’s certainly the oldest we know of. It is also an extraordinarily competent appeal. The letter identifies the different types of people that the writer, a famous Buddhist sage, wishes to address. It doesn’t just describe the need that donors can meet, it also recognises the benefits that donors might receive when they respond.

Emory University

by SOFII

Emory University’s Blue Pig Campaign

by SOFII

Emory University started the Blue Pig Campaign to encourage its undergraduate students to give to the university and foster good links for alumni fundraising by using a Facebook account and Twitter profile.

Everything IWITOT

by SOFII

This is your one-stop shop for all the latest on SOFII’s I Wish I’d Thought of That (IWITOT). If you want to attend an event, become a speaker, host your own IWITOT or revisit a past event – it is all right here.

Explore findings from Blackbaud’s 2025 ‘The Status of UK Fundraising’ report

by SOFII

Fundraising is changing in the era of artificial intelligence (AI). Over 550 fundraisers shared their fundraising experiences to help generate this useful benchmarking report. Keep reading to find out more and download the complete findings.

F*ck Cancer

by SOFII

F*CK CANCER: raising money for cancer research

by SOFII

‘Fundraisers – your job isn’t to keep complaints down, it’s to connect with people who do care in the strongest possible way.’ So says Rob Woods in this powerful case study from this year’s IWITOT.

Facing the World: excellent use of video

by SOFII

This excellent film from Facing the World makes it abundantly clear what the donor has achieved. It’s sentimental, just very moving.

Faisalabad’s first cycle rally for peace and the environment

by SOFII

Campaigning for social awareness causes is difficult enough in most countries but in Pakistan it's a very new activity, with few options for influencing public opinion on any scale. This initiative therefore is bold and ambitious, but what's really remarkable is how successful it was, particularly in the spontaneous support it generated from members of the public

Farm Africa

by SOFII

Farm Africa: ‘ask for what you need’

by SOFII

How do you ask a maojor donor for $50,000 when she’s at the other end of a telephone line and you’re in a very noisy tapas bar? Do you make ‘the ask’ in the worst possible surroundings? The lesson from this case study is that as long as ‘the ask’ is right, it doesn’t matter where you are.

Farm Africa: a thank-you letter and gift

by SOFII

This is just a very nice thank-you letter that is easy to copy, though perhaps it would be best not to do so directly, but rather to adapt the idea behind it in a way that’s distinctive, individual and personal to your cause.

Feed the Children

by SOFII

Feed the Children’s ‘baby box’

by SOFII

This is a story of classic product development. The baby box was devised specifically to respond to the need to maintain giving at a time when donor interest was flagging and the idea for it came from the best possible place – the charity workers on the front line. But the logic behind this initiative was unarguable and it proved to have lasting public appeal.

Five key findings from Blackbaud’s 2024 ‘The Status of UK Fundraising’ report

by SOFII

Are you looking for views on the current state of charity fundraising in the UK? Well, look no further. Over 850 fundraisers shared their recent fundraising performance and experience with Blackbaud to help generate this useful benchmarking report. 

Fondation Nicolas Hulot pour la Nature et l’Homme: ‘eco-actors’

by SOFII

By giving their supporters the chance to become ‘eco-actors’ the Fondation Nicholas Hulot pour la Nature et l’Homme (the Nicholas Hulot Foundation for Nature and Mankind) forged a special relationship with them and raised an amazing amount of money.

Fondation Nicolas Hulot: transformer les sympathisants en donateurs, les ‘eco-acteurs’

by SOFII

En donnant à leurs partisans la chance de devenir «éco-acteurs» de la Fondation Nicolas Hulot pour la Nature et l’Homme (the Nicholas Hulot Foundation for Nature and Mankind) forgé une relation spéciale avec eux et a soulevé une quantité incroyable d'argent.

Founding of the British Red Cross: a spectacular result from a letter to a national newspaper, 1870

by SOFII

This is an important piece of fundraising history. It explains how one of the world’s most significant international humanitarian organisations took root in the UK. Also, it records the moment when a brief correspondence in a leading national newspaper of the day showed the British public’s extraordinary capacity to react with inspirational generosity at a time of evident need.

FREE: ten years of fundraising experience!

by SOFII

Everything that Reinier Spruit has learnt in his his first ten years of fundraising and all in one handy read.

Friends of the Earth: carbon calculator

by SOFII

An enterprising and topical involvement idea, interestingly executed. FoE's carbon footprint calculator will be irresistible for many people and is right on message for the charity. This exhibit should encourage other campaigning and social change organisations to search for similar ways of engaging supporters.

Friends of the Earth: the Bee Cause

by SOFII

This extremely important campaign from Friends of the Earth perfectly integrates fundraising and genuine participation, through beautifully produced and interesting involvement devices, both online and offline.

Fund for a Free South Africa

by SOFII

Fund for a Free South Africa: high value mailing

by SOFII

Apart from its historical value this colourful, beautifully-crafted direct mail appeal package, designed to create maximum impact from a carefully targeted group.

Fundraising and giving during COVID - a report from the CIOF

by SOFII

The Chartered Institute of Fundraising (CIOF) has gathered voices from within the sector to analyse fundraising in the wake of the coronavirus pandemic. We think this is essential reading for all fundraisers who want to move forward from the crisis and look to the future with positivity and hope.

Fundraising Everywhere

by SOFII

Fundraising Everywhere is SOFII’s newest business partner

by SOFII

SOFII is delighted to announce that Fundraising Everywhere and Everywhere+, a leading provider of virtual events to the charity sector, has joined the SOFII community as a proud business partner. 

​Fundraising Initiatives Ltd

by SOFII

Fundraising Inspiration Advent Calendar 2015

by SOFII

SOFII is grateful to Laura Croudace for giving us this idea of a special Advent calendar that shares some fantastic fundraising ideas with you during December. We’ll add new links to this page each week until Christmas. Happy Holidays!

George Harrison–Ravi Shankar Special Emergency Relief Fund: ‘Bangla Desh’ single

by SOFII

We bring you the under appreciated story of what just might have been the world’s first-ever charity pop song, courtesy of an ex-Beatle. Dive to learn more from this piece of our fundraising history – and listen to George Harrison’s song!

George Smith as others see him

by SOFII

From a former colleague who doesn't want the comments attributed. 'Elsewhere on the SOFII website there is a warm tribute to three former giants of fundraising – Sumption, Kirkley and Stringer. It speaks, among much else, of their ability to unleash the energies of their younger colleagues. What it omits to say is that its writer, George Smith, was the most energetic and imaginative of those colleagues and that he changed fundraising practice forever.

Gifts in wills and the NSPCC brochure

by SOFII

NSPCC brochure in full.

Girlguiding UK: Impact Report 2011

by SOFII

Annual reports and their latest sidekick the impact report mustn't be boring – ever.

Give as you Live™.

by SOFII

A free fundraising mechanism that could unlock a potential £1.25 billion of unrestricted income for charities in the UK alone sounds too good to be true. The brains behind Give as you Live think not, read how you can get in on the action.

Give India’s Joy of Giving Week

by SOFII

This is a truly great initiative and one that we're sure will be a big success. The Joy of Giving week is a first of its kind in India, and rather than being an individual fundraising activity, it acts as a platform for many NGOs across the country to raise funds for their operations.

Give that gift back!

by SOFII

What happens if a donor wants their money back? Donna Caputo has some advice.

GiveIndia’s electronic newsletters: opening a door to effective giving in India

by SOFII

E-mailed newsletters are common nowadays but few have the simple directness and sheer appeal of this example from GiveIndia. GiveIndia's October 2008 newsletter starkly presents the great social challenges that face the sub-continent, but then it succinctly encourages donors by showing them how they can get involved and make a difference.

Giving Scotland: crisis campaign

by SOFII

The Giving Scotland campaign was launched in the face of intense scrutiny of charities in Scotland but this courageous campaign changed everything.

Giving Tuesday ideas - SOFII shares our favourites with you

by SOFII

In a free webinar recorded for the Chartered Institute of Fundraising (CIOF), some members of our SOFII team have shared a few of their favourite Giving Tuesday ideas from past I Wish I'd Thought of That (IWITOT) events and their own experience. 

Goderich medical clinic campaign

by SOFII

A really lovely appeal, which shows that it pays to have a couple of direct mail professionals living in your town. In this case, holiday residents Mary Attfield and Steve Thomas set about organising a simple but effective local appeal to make sure local people could have access to their own doctors.

Goonj..: dignity through recycled clothing

by SOFII

Collecting clothing for distribution or resale is one of the most ancient and venerable of charitable activities. The charity gift, or thrift, shop concept is built upon it. So SOFII is delighted to honour this enterprising initiative from Goonj.., the first organisation in India to address the issue of decent clothing.

Grannies’ Pizzas for Vishranthi Old People’s Home

by SOFII

How can two ladies, in their seventies, collect over 10 million rupees to build an old age home? It would be difficult for anyone to answer that question, particularly when the correct answer is – by selling pizzas. The case is an inspiration for anyone who believes in following their dreams.

Grassroots International

by SOFII

Grassroots International: their distinctive annual report

by SOFII

Grassroots Interenational’s staff diligently take photos during field visits and now they have a wide choice of images to use in their annual report. They also use donor profiles to support their message, so GRI donors are interested and highly involved.

Great Ormond Street Hospital: legacy marketing 1856

by SOFII

Why is it that the giving and receipt of legacies figured strongly in Victorian literature, yet is largely absent today? The announcement in the annual report of The Hospital for Sick Children (later Great Ormond Street Hospital) appeared just four years after the hospital was founded, but it was already obvious that gifts of legacies would be very important to the health and development of the hospital.

Greater London Fund for the Blind

by SOFII

Greater London Fund for the Blind: Christmas card and thank-you card tests

by SOFII

Some people were so pleased with their thank-you cards that they rang GLFB to say so. SOFII is sure that when the next batch of mailings land on their doormats the one from GLFB will spark off a fond memory and, therefore, picked up first.

Greenpeace

by SOFII

Greenpeace Australia Pacific: the welcome process

by SOFII

Think objectively about the experience a new donor has within the first few months of joining your organisation. Greenpeace Australia Pacific has developed a new and simplified process to ensure that new donors receive clear communications that both thank and further engage them. The result is that they’re reducing the number of donors who leave within the first three months.

Greenpeace Australia: The legacy beer mat

by SOFII

The copy you see above is a line that every writer wishes he or she had written. If half the challenge with legacy marketing is how do you raise the delicate subject with donors, then this brilliant promotion hits every button perfectly. Without doubt, it is a fundraising classic. But did it actually generate many bequests? Click to find out...

Greenpeace India: SMS lead generation

by SOFII

Face-to-face fundraising everywhere faces the same problems of high cancellation rates and low retention. This innovative, adventurous approach to pre-qualifying leads for F2F is particularly interesting in that it was first developed and tested in India. The SMS lead generation campaign is a filter mechanism designed to source ‘warm prospects’.

Greenpeace International: the reinvention of face-to-face fundraising

by SOFII

Across the world the approach Greenpeace developed for direct dialogue changed the way fundraising organisations recruit new monthly direct debit donors. Raising millions, perhaps billions of pounds in the process.

Greenpeace Italia: save the Parmigiano Reggiano from OGM

by SOFII

This email campaign is really a call to action, good image, very few words but with very high impact. It is perhaps one of the lowest cost exhibits on SOFII - and it might just be one of the most cost effective.

Greenpeace Sweden’s legacy commercials

by SOFII

Colourful cartoon characters present the threats to their environment and set up a conversation about legacies for Greenpeace in Sweden. It’s all about trying new things and taking risks, which too many organisations shy away from. Greenpeace International has developed a structure to make them possible.

Greenpeace UK welcome materials, from 1992

by SOFII

This is an important record of an approach to thanking and welcoming donors from back in the days when the idea of sayinging ‘thank you’ and ‘welcome’ was quite new to most organisations and barely understood in the emerging field of donor relationship development.

Greenpeace UK: the Rainbow Warrior III thank-you video

by SOFII

'...It was a really inspiring video and your generosity saying it was all of our ship was very moving.'

Greenpeace UK: their cycle of renewal and reactivation mailings – the inertia mailing

by SOFII

The last in this series of renewal and reactivation appeals is the cleverest, we feel. It introduces supporters who have resisted all the other requests in the cycle to the concept of a new and very dangerous threat to the already threatened environment: the donor's own inertia.

Greenpeace UK: their cycle of renewal and reactivation mailings, the ‘countdown’ and ‘please and thank-you’ packs

by SOFII

The two mailings shown here form part of Greenpeace UK’s renewal mailings cycle from the late 1980s. Each pack is short, punchy and based around a simple theme, encapsulated in a single word (each of which involves a powerful call to action and which are presented in a very Greenpeace way).

Greenpeace UK’s ‘forget it’ pack reactivation mailings

by SOFII

It’s easy now to forget that as recently as 20 years ago giving by direct debit was a comparative rarity. The paradigm for most fundraisers with large donor bases was the annual renewal cycle. This is the first mailing from a particularly good example of a renewal series, from Greenpeace UK.

Greenpeace: the virtual march for whales

by SOFII

If only whales everywhere could realise the great things that are being done all around the world by ordinary people to protect them and make this planet a safe place for them.

​Grizzard

by SOFII

Guide Dogs NSW/ACT*: ‘tea for two’ appeal

by SOFII

A double award-winner from the Guide Dogs of New South Wales that surpassed previous appeals not only in money but in showing how that the organisation does so much more for blind people, young and old, than training dogs: adorable as they might be.

Habitat for Humanity

by SOFII

Habitat for Humanity International: Hungary mailing

by SOFII

Find out how a dream came true for Hungarian expatriate who used brilliant direct mail to help build homes for his fellow countrymen and women. Creatively, this pack gives a ‘behind the curtain’ view of what one man can do – the pack feels like Mr Lorincz may have really contributed to the folder and map.

Habitat for Humanity: money back guarantee

by SOFII

Would a money-back guarantee help your direct mail? Habitat for Humanity tried it, and the results were as interesting and instructive as were their reasons for doing it.

Handgun Control: acquisition pack

by SOFII

The handgun debate: fundraising and campaigning communications around this issue by direct mail fundraising. Designed not just to influence opinions but also to bring in fighting funds by the sackload.

Handicap International: the Christmas tree bag

by SOFII

A Christmas product that aims to get into six million homes to help disabled children.

Hannah’s innovative direct mail appeal

by SOFII

Is real talent something you are born with, or can create, if you work at it really hard and smart? At best, we feel, it's a bit of both.

Hannah’s school cake and biscuit bake

by SOFII

Emboldened by the success of her first fundraising direct mail appeal, talented nine-year old fundraiser Hannah is this time raising money for her school’s funds by baking cakes.

Harvard University

by SOFII

Harvard University: how Harvard got its name. Major gift fundraising in the seventeenth century.

by SOFII

The examples in this exhibit are almost 400 years old, yet it would seem that we are still making the same mistakes today when it comes to major gift fundraising.

HEKS charity shop Switzerland: virtual but not traditional gifts

by SOFII

This first exhibit to come to SOFII from a Swiss fundraising organisation could hardly be better. This campaign was created to give donors an option to buy a virtual Christmas gift, the money raised from which benefits disadvantaged people overseas and in Switzerland.

Help the Aged

by SOFII

Help the Aged ‘...little piece of plastic’ direct mail acquisition pack

by SOFII

More than a year after this classic pack originally appeared on SOFII, its originator, Chris Stoddard, has come forward with the full story.

Help the Aged: ‘you have this gift’ direct mail pack

by SOFII

Both the text on the envelope and the incentive in this classic direct mail pack from the 1980s have been copied frequently.

Helvetas

by SOFII

Helvetas: integrating awareness and fundraising

by SOFII

It's good to see an organisation that is prepared to shock us into seeing that many people just don’t have the basic amenities we take for granted.

Home for Hope: using IKEA furniture displays to advertise homeless dogs

by SOFII

Small organisations simply don’t have the budget to promote their cause and have to come up with innovative solutions. This inventive campaign in Singapore started with Home for Hope with help from IKEA and demonstrated how you can make your house a home by adopting a dog.

HomeFront’s virtual gala: ‘Don’t Save the Date. Just Save the World.’

by SOFII

The offer is simple: for your next charity fundraiser, save money and hassle and stay at home. You save on catering and save the planet, just by staying at home.

How I wrote that fundraising letter

by SOFII

SOFII has a collection of interviews and articles with leading fundraising copywriters that explains the inspiration and approach to the art of writing fundraising stories.

HP-HF: the ‘yellow coins’ project, collected by children for children

by SOFII

‘The yellow coins’ moneybox was a success from the beginning and has become an annual event. In 2011, the project raised €2.8 million (over £2.2 million and over $3.6 million).

Humber River Hospital

by SOFII

I CAN: the ‘adopt-a-word’ campaign

by SOFII

With its simple e-commerce solution, I CAN produced an appeal that is unique to their cause yet still maintains a broad appeal to a wide range of donors.

I like to MO-ve it funny dance, Movember testicular cancer awareness

by SOFII

Latest addition to our favourite ads feature is from the Everyman campaign. It’s fun, clever and grabs attention to a serious, sensitive subject.

I Wish I'd Thought Of That, London 2018

by SOFII

SOFII's flagship event is returning to London on Thursday 18th January 2018

I Wish I’d Thought of That (IWITOT): the supporter experience edition

by SOFII

I Wish I’d Thought Of That, London 2012

by SOFII

The first IWITOT in London involved an afternoon of presentations from 22 fundraising gurus, sector leaders and rising stars. Each speaker had just seven minutes to present a single game-changing fundraising idea that personally inspires them.

I Wish I’d Thought Of That, London 2013

by SOFII

The second IWITOT in London took a storytelling theme with Once Upon I Wish I’d Thought of That.

I Wish I’d Thought Of That, London 2014

by SOFII

SOFII runs a unique seminar involving hand-picked fundraising professionals from different parts of the industry.

I Wish I’d Thought Of That, London 2015

by SOFII

On Thursday the 10th of September 2015, eighteen well-known figures from the third sector came together to present an idea that they felt changed the face of fundraising – an innovative, replicable idea we could all learn from.

I Wish I’d Thought Of That, Toronto 2013

by SOFII

SOFII was invited to bring the IWITOT formula to the 2013 AFP Toronto Congress.

Il pacchetto informativo per dare il benvenuto a chi desidera adottare un bambino con ActionAid

by SOFII

Il progetto di adozione a distanza di ActionAid è attivo nel Regno Unito da oltre 35 anni. Nel 2008, sia i materiali informativi che i mailing di benvenuto vennero rivisitati con l’intenzione di migliorarli il più possibile.

IL PIANO/THE PLAN: il lancio dell’adozione a distanza, Spagna 1937

by SOFII

Non esiste una proposta di raccolta fondi pubblica migliore dell’adozione a distanza, pertanto la sua storia è di grande interesse per chi vuole studiare le campagne più efficaci di fundraising.

Il singolare sit-in di Who Gives a Crap

by SOFII

Who Gives a Crap è un’iniziativa, originale e audace, lanciata recentemente. E tutti qui in SOFII siamo piuttosto curiosi di vedere se questa campagna, decisamente creativa e singolare, prenderà piede.

Imperial War Museum

by SOFII

International Association to Save Tyre

by SOFII

International Association to Save Tyre’s million euro raffle

by SOFII

A highly innovative, inspirational campaign - with potential risk. How a charity borrowed €1 million to raise €5 million.

Interval House: the gratitude report

by SOFII

This great report is hot off the press, so SOFII is looking forward to hearing what the readers think about their gratitude report.

Introducing the Commission on the Donor Experience

by SOFII

This summer fundraising in the UK has been under attack like never before with alarming consequences in damaged trust and loss of public confidence for Britain’s charities. Now a large group of voluntary sector leaders is coming together to do something about it.

Is Asian charity different from Western charity?

by SOFII

Looking for some insight into fundraising in Asia? Mitchell Hinz has some advice.

Is the F2F golden goose now a dead duck?

by SOFII

If you were one of the unlucky few that missed the recent webinar ‘How to reduce F2F donor attrition in the first 90 days’ co-hosted by SOFII, The Agitator and DonorVoice – don’t despair, you can still listen to the full webinar. It’s 90 minutes of your schedule that could help keep the F2F golden goose from being a dead duck!

Islamic Aid

by SOFII

Islamic Aid: fundraising strategy

by SOFII

This is the story of how Islamic Aid has managed to raise millions, beyond all expectations. The charity achieved this through the careful targeting of its audience, by keeping good records of all its donors and ensuring that every donation is maximised through Gift Aid.

Islamic Relief

by SOFII

Islamic Relief: ‘Hey, you with the beard!’ Ramadan fundraising

by SOFII

These short, dramatic, upbeat videos, combined with a matched funding opportunity, led to a fantastic fundraising proposition for charity Islamic Relief.

ISRT thank-you and welcome letter

by SOFII

ISRT produced a ‘welcome pack on a single page’. This low cost example of donor relationship development shows fundraising creativity at its simplest and best. Every fundraising organisation could and should aspire to have a thank-you programme and materials at least as good as this.

ITIHAS (I Think I Have a Solution) leadership workshop

by SOFII

If you want to find new angles on fundraising, SOFII has long been an advocate of keeping a close eye on what’s happening in India.

IWITOT 2021: UK & Europe was epic - order your recording now!

by SOFII

On Thursday July 15th 2021 twelve speakers from the UK and Europe spent seven minutes celebrating a fundraising idea they wish they’d thought of. Missed it? Don’t worry, you can still order a recording for just £25! 

IWITOT: The Americas was a hit in January 2021

by SOFII

11 speakers and two fantastic hosts wowed the crowd at IWITOT: The Americas on January 26th 2021.

Jeans For Genes: statues wearing jeans

by SOFII

This is an original and fun idea that seems great for attracting awareness and as a backdrop against which the charity can easily rasie money from an intrigued and amused public.

Jerold Panas (1928-2018)

by SOFII

We lament the passing of one of fundraising's all-time greats, Jerold Panas.

Jerry Falwell’s Liberty Alliance: emergency appeal for cash

by SOFII

Whether or not one agrees with the ‘achievements’ and ‘aspirations’ contained within the letter, it has to be said that they have been given forcefully and with emotion. This is a real battle cry.

Jersey Hospice Care: million pound lottery (MPL)

by SOFII

With a guaranteed income of £500,000 every year from this event alone, this is a great example of taking a successful commercial idea and making it work for your charity.

Jesse Jackson’s bid for the White House, 1988

by SOFII

Twenty years before the world had ever heard of Barack Obama, the Reverend Jesse Jackson was breaking new political ground with his campaign.

Jewish Care: the Post-it note campaign

by SOFII

The ideas that look most obvious and the execution that looks so easy and straightforward of course rarely are. There’s no such thing as simple creativity. But here is a great idea executed with flair so as to be instantly clear and appealing.

Join SOFII’s BIG FUNDRAISING QUIZ – June 4th 2021, 1pm BST

by SOFII

Love quizzing? Love fundraising? Please join us for our brand new fundraising quiz. Show your support for SOFII, have a laugh and win great prizes too. Only £5 to enter! 

JustGiving

by SOFII

JustGiving: a ‘for profit, for good’ platform for online giving.

by SOFII

Is JustGiving the most transformational development in the UK charitable sector since the introduction of street face-to-face fundraising? Find out here. 

Kelvingrove museum

by SOFII

Kelvingrove refurbishment appeal: capital campaign

by SOFII

Find out how this great, superbly well planned capital campaign was executed with such great style and character that it exceeded its target by more than two times.

Ken Burnett’s archive on SOFII

by SOFII

Index to Ken Burnett's archive

START HERE! Click here for the full list of content with direct links to each article. For your convenience all content is grouped under headings: exhibits, case histories, stories, opinion pieces, techniques, books, videos and podcasts, plus additional material too. So dive in here, now.

Kids Company: the ‘plate pledge’ appeal

by SOFII

How to shift from ‘word-of-mouth marketing is risky’ to ‘word-of-mouth marketing is powerful’.

Kids Help Phone: buy a kid some time

by SOFII

This exhibit demonstrates how a simple but powerful message combined with a comprehensive integrated campaign strategy can secure real success.

Kiva

by SOFII

Kiva: person-to-person micro-lending

by SOFII

The first video gives a real sense of excitement and shows vividly the scope of Kiva’s work. The second is the simple story of Pedro and his family and how Kiva’s lenders are helping him fight his way out of poverty.

Knickers Model’s Own in aid of Cancer Research UK

by SOFII

A grieving daughter's fashion tribute to her mother became a highly successful digital fundraising campaign that turned grief into a triumph and a legacy, raising nearly £60,000. 

L’annuncio stampa di Help the Aged ‘Dà la vista a un cieco’.

by SOFII

Questo annuncio stampa è un classico. Ideato dal leggendario Harold Sumption alla fine degli anni ‘70, rappresenta uno dei più diretti e irresistibili messaggi di fundraising, “Dà la vista a un cieco”. Indica subito una cifra per questo miracolo e, per la maggior parte delle persone, si tratta di una somma abbordabile, 10 sterline.

L’appello natalizio con la “testa di carta” del University College di Londra

by SOFII

Non c’è da stupirsi del fatto che il brief preparto dal University College di Londra (UCL) in cui si chiedeva di far rivivere il fondatore e filosofo Jeremy Bentham per raccogliere fondi, abbia lasciato la Direttrice Creativa di Bluefrog, Aline Reed, un po’ perplessa inizialmente.

Fortunatamente, facendo qualche ricerca e prendendo appunti, l’idea geniale è arrivata: una “richiesta di riscatto al contrario”. Incuriositi? Basta leggere questa scheda per saperne di più.

L’appello speciale di Save the Children: compra un mattone

by SOFII

Questo appello speciale di Save the Children ha superato il target inziale di ben £150.000. E in termini di acquisizione ha raggiunto il break-even. E così è stato possibile inaugurate nuove cliniche e salvare tante piccole vite. Obiettivo raggiunto!

L’Associazione Parkinson inglese: la campagna di Dave il Verme

by SOFII

Dave il Verme e’ un personaggio divertente e arguto che ha permesso all’Associazione Parkinson Inghilterra di diventare competitivo rispetto ad altre NGO. E cosi’anche il tema della ricerca scientifica diventa interessante e coinvolgente tanto da convincere i sostenitori ad attivare una donazione regolare a favore della causa.

L’Ecole Centrale de Paris: booster la collecte alumni, via un défi entre promos, online.

by SOFII

Cette promotion en ligne a soulevé le double de la quantité de précédentes activités hors ligne.

La campagna “touch, look, check” di Breakthrough Breast Cancer

by SOFII

Questa campagna è riuscita a raggiungere due obiettivi: sensibilizzare sui sintomi del cancro al seno e acquisire un numero considerevole di nuovi donatori regolari.

La campagna di acquisizione di Plan UK

by SOFII

Che sia per lanciare un nuovo software, un brano musicale o un film, prevedere una fase di test è il segreto per una campagna di successo. Potrebbe funzionare anche per i progetti di adozione a distanza, prodotto prediletto da tante ONG? Scopritelo qui.

La fondazione Arrels: cuori di cartone per i senzatetto

by SOFII

La Fondazione Arrels ha trovato un ottimo modo trasformare un piccolo cuore di cartone da semplice spilla ad uno strumento per raccogliere fondi e richiamare l’attenzione sul problema dei senzatetto di Baracellona. Un’idea semplice e facilmente repicabile.

LA Gay and Lesbian Center

by SOFII

LA Gay and Lesbian Center: legacy leadership campaign

by SOFII

The centre created an exceptional legacy programme, combining the best of direct mail and telephone marketing with sensitive cultivation and stewardship techniques.

La lettera di Hannah: un appello originale

by SOFII

Il vero talento è innato oppure è qualcosa che, con il duro lavoro, si può conquistare? Secondo noi di SOFII la verità sta nel mezzo.

La lettera in farsi di CHATS in occasion del Norooz

by SOFII

E’ un assioma da sempre nel direct marketing: quando si comunica ai donatori è necessario usare il “loro” linguaggio e non il “nostro”. Ed eccone un piccolo esempio.

La página web personalizada de la Fundación del Hospital St Michael

by SOFII

Este artículo trata sobre cómo consiguió la Fundación St Michael aumentar las donaciones online un 20% al transformar una página web enrevesada y difícil de usar a una más sencilla y personalizada.

Lake Simcoe Conservation Foundation: 2007 annual report

by SOFII

How do you recognise your donors, produce a key communications tool on the cheap and still manage to turn in a handy profit – all in a ‘one-person fundraising shop’?

Lake Simcoe Conservation Foundation: 2008 progress report

by SOFII

From this one low-cost publication donors can clearly see what their donations have achieved. When presenting this progress report in person to one of our major donors, he said: ‘I wish some of the other organisations I am involved with would produce this kind of stuff.’

Lawrence Park Community Church: appeal for a sign

by SOFII

When the church needed a sign the preacher didn’t ask God, instead he appealed to his parishioners and lo, a sign was forthcoming. More appropriately, the preacher set his sights on one single parishioner.

Le sac à sapin: joindre l’utile au généreux, au profit des enfants soutenus par Handicap International.

by SOFII

Un produit de Noël qui vise à obtenir en six millions de foyers français pour aider les enfants handicapés.

Legacy of Hope newsletter and reply form, from Bread for the World, USA

by SOFII

This direct mail package enclosed a newsletter for the Bread for the World ‘Legacy of Hope’ giving society, which has raised millions of dollars in bequests to support the organisation’s work.

Lend a hand and help SOFII

by SOFII

SOFII is a charity registered in the United Kingdom. Our goal has, and always will be, to support fundraisers around the world and share the very best of fundraising’s past and present. But with limited funds, this means we are always open to offers of help from friends like you!

Liberty in North Korea autumn campaign

by SOFII

A fantastic cause that, perhaps unsurprisingly, has caught the imagination of hundreds of young people. It is surprising though that this group of under-30s has donated over $500,000. Proof, if it were needed, that a highly personal campaign, brilliant creativity and storytelling will always inspire donors and will even create some new ones.

The challenge now will be to keep these young people motivated to keep giving as they grow older and their income grows. Maybe one day they will become legacy prospects.

LiNK Liberty in North Korea

by SOFII

Listen Fundraising

by SOFII

Live Aid: the history of an all-time great event

by SOFII

Live Aid was one of the most successful fundraising events in history. So, in this exhibit, we look back at how the idea was conceived and what made it one of the most significant fundraising campaigns of our time.

Living Legacy Society newsletter, from the Union of Concerned Scientists, USA

by SOFII

This newsletter represents the culmination of nearly a decade of successful direct marketing efforts by Mal Warwick Associates and the staff of the Union of Concerned Scientists. 

Longwood Gardens direct mail membership acquisition pack

by SOFII

Colourful and creatively appealing, this package is also a textbook example of good direct mail acquisition practice.

Los Angeles County Museum of Art: capital campaign

by SOFII

How direct mail and the phone together can secure massive support from lower dollar donors. By following the approach described here, nonprofit organisations that find it difficult to reach very wealthy donors can supplement their capital campaign.

Lung Foundation Australia: Christmas 2020 digital campaign

by SOFII

Lung Foundation Australia wanted to increase their social media presence and convert click-throughs to donations for their upcoming Christmas campaign. With help from agency Bigfoot Fundraising, the charity delivered a hugely successful digital fundraising appeal. 

Macmillan Cancer Support

by SOFII

Macmillan Cancer Support: eCards platform update

by SOFII

Macmillan Cancer Support wanted to update their eCards platform, which was too dependent on Adobe Flash software. Instead they created a modern platform that could be optimised for mobiles and tablets. Read on to find out more.

Macmillan Cancer Support: the World’s Biggest Coffee Morning

by SOFII

What would fundraising be without volunteers? Another great exhibit that shows how partnerships can turn a simple idea into pure gold.

Malaria No More and CollegeHumor: malarious

by SOFII

Malaria No More have discovered that laughter is a great entry point to learning – even about something as deadly as malaria.

Marie Curie and Yorkshire Building Society – The Hour of Need

by SOFII

Find out about the amazing work Marie Curie in the UK achieved through their partnership with the Yorkshire Building Society. They smashed their fundraising target, involved themselves at every level of YBS’ structure and reached deep into local communities. An inspiration.

Massachusetts Society for the Prevention of Cruelty to Animals: ‘Just $5’ email appeal

by SOFII

This is a simple yet effective fundraising email campaign, with straightforward wording and a low level ask.

Matched funding challenge has doubled donations for Ken Burnett’s 500-mile quest

by SOFII

Thanks to the kindness and generosity of Chip Grizzard and his team at Grizzard Global Consulting and Idearaising, the first £7,500 Ken raised will now be doubled! Could you help Ken reach his new goal and raise even more for SOFII?

MCC-Murray Culshaw Consulting Pvt Ltd: 2007/8 annual report

by SOFII

This is an annual report specifically designed to help India's nonprofit organisations to communicate effectively and economically through their annual report. But you don't have to be in India to benefit from this simple clear tutorial. Have a look now.

McPherson Associates/ WPBT2: the ‘surprise us’ tick box

by SOFII

'Like a lot of so-called best practices, many of our gift strategies date back to a day when the hot new technology was faxing and “my space" was where you parked'. What happened when McPherson Associates changed the paradigm and let the donors choose.

Médecins sans Frontières (Doctors Without Borders): powerful storytelling without words

by SOFII

This advertisement produced for television and cinema is an effective demonstration of powerful storytelling even though nobody speaks a word in it.

Médecins sans Frontières: ‘field partners’

by SOFII

Without doubt all fundraisers want regular givers and lots of them. This is a great example of how to convert your existing supporters from random one-off gifts to planned regular giving, and how charities can change the giving behaviour of existing supporters.

Medici Senza Frontiere: “soci sul campo”

by SOFII

Non c’e’ dubbio che qualsiasi fundraiser desideri reclutare molti donatori regolari. Questo e’ un esempio riuscito di come sia possibile convertire donatori one-off in donatori regolari, andando cosi’ a modificare il comportamento di donazione dei propri sostenitori.

Medicos Sin Fronteras: medicine for someone else’s pain

by SOFII

‘Pills for another person’s pain is a project of awareness and also a new symbol of hope.’

Meet Nana Murphy: lessons in donor care from Merchants Quay Ireland

by SOFII

This inspirational case study celebrates the incredible work of Merchants Quay Ireland’s fantastic fundraising team. They transformed the fortunes of this small charity, multiplied its revenue more than tenfold, and provided essential assistance to people experiencing homelessness.

Mencap: Christmas appeal

by SOFII

This is a colourful, well-designed appeal that makes very good use of an attractive and appropriate involvement device to raise more money – and make donors feel good.

Merlin

by SOFII

Merlin’s Plumpy’Nut challenge: fun, easy, something anyone could do

by SOFII

Merlin’s challenge to the Twittersphere raised lots of money and reached people who had not previously heard of Merlin or the food crisis in Africa.

Ministry of Stories: Hoxton Street Monster Supply Store

by SOFII

Fiendish fun in this creative shop that raises funds for the children's writing and mentoring centre on the same premises that is accessed through a secret door. 

Minus18: Same Sex Gender Diverse Formal is accidentally crowdfunded by an anti-gay group

by SOFII

An attempt by an anti-gay group in Australia to ruin an LGBT youth dance by buying all the tickets and preventing youngsters from attending, backfired when they ended up funding the whole event!

Missing People: the online annual review

by SOFII

How to use the Internet to brilliantly present your flagship publication. In this piece you will see reporting to donors as it should be, easily accessible, transparent, exciting, informative, using all the potential for short, high-impact and memorable messages that makes the Internet such a versatile medium for fundraisers.

Mith Samlanh Cambodia: the ‘buy a brick’ land campaign

by SOFII

Ah, that great fundraising stalwart, the brick! How a standard product and colourful involvement device saved a splendid children’s home from having to close its doors. This capital campaign encourages individual supporters to ‘buy a brick’ and help Friends International to buy its Mith Samlanh Centre, Phnom Penh.

Morinville and District Hands Across the Seas (HATS) ‘delightful treasures’ event

by SOFII

Small local events often raise small amounts of money. But if there are hundreds nationally, or even internationally, they have the potential to raise thousands.

Moses raises funds for the tabernacle – c. 1,500 BC

by SOFII

This is now the oldest exhibit on SOFII (and will be, until you tell us different). It's also a surprisingly instructive fundraising case history. If you look at the detailed notes it becomes quite clear that the prophet Moses was an accomplished fundraiser who both understood his audience and appreciated the nuances of his fundraising proposition and how it would be received.

Motor Neurone Disease Association

by SOFII

Motor Neurone Disease Association (MNDA): John’s journey

by SOFII

This story is powerful, inspiring, direct, humbling and honest.

Movember

by SOFII

Movember: a professional fundraiser’s story of raising money through personal sponsorship

by SOFII

A great case study from a ‘mo bro’ of doing fundraising, engagement and feedback well, and being focused on supporters’ needs and interest.

MSF warehouse: virtual catalogue and mass marketing campaign

by SOFII

This exciting exhibit proves that digital fundraising can work…as long as it works with the core values of the charity. This is a must-read for anyone considering a digital fundraising campaign.

Multiple Sclerosis Society, Holland: television commercial

by SOFII

This remarkable television commercial is so powerful it stops the viewer in his/her tracks. Yet not a word is spoken, the message is entirely conveyed in movements, gestures and looks. This a brilliant use of television, a courageous creative presentation of the personal impact of a devastating disease. It will be instructive for anyone working in a similar field and many others too.

Muscular Dystrophy Group: envelope test

by SOFII

In tests, when groups of fundraisers were asked, ‘which of these five envelopes do you think would provoke the best response?’, they almost invariably opted for the letter that looks most like a letter from a friend.

NARAL Leadership Circle: membership renewal

by SOFII

The concept behind NARAL’s leadership circle is straightforward. It’s a high- value giving group and it seems to work. This renewal mailing effectively uses all the drama of a current cause along with a number of practical devices to gain and secure the donor’s attention and involvement.

Nature Conservancy of Canada: Legacy mailing

by SOFII

Step into our archive as David Love shares how Nature Conservancy of Canada (NCC) accessed the ‘pot of gold at the end of the fundraiser’s rainbow’ with a classically straightforward but very appealing legacy piece. Without doubt, this carefully and sensitively crafted pack will have raised funds very effectively for the cause and the organisation that created it.

Nature Conservancy: launch of their Science Council

by SOFII

Many fundraisers shy away from asking for big gifts particularly through the mail, but experience constantly shows that if it is well done, it works.

Netherland Leprosy Relief Foundation: Diwali campaign. Support a child’s education for one year

by SOFII

A forgotten cause with a low profile and limited visibility in the public eye managed to raise awareness and much-needed funding.

Newly discovered old treasures

by SOFII

There are still some treasures from the earlier version of SOFII’s website to bring across to the current SOFII site. When we do this we realise just how much lovely stuff there is. Here are some gems that have just made it across.

NO MORE's Super Bowl 49 PSA: Listen

by SOFII

This ad to raise awareness of domestic violence simply and chillingly depicts a 911 call of a woman pretending to order a pizza with her attacker still in the house.

NSPCC

by SOFII

NSPCC: an early, effective use of Facebook

by SOFII

See how the NSPCC became the first UK charity to develop a fundraising application to run within Facebook. This exhibit shows how quickly fundraisers have to react to changing technology.

NSPCC: the Centenary Appeal, setting the gold standard in major campaign fundraising, from 1984

by SOFII

There are few really transformational moments in fundraising history and this exhibit sets out to capture one of them. The NSPCC’s Centenary Appeal campaign in 1984 propelled fundraising practice in the UK and Europe forward in one giant leap.

NSPCC: the Little Book of Change

by SOFII

A brilliant example of stewardship at its best, the NSPCC’s Little Book of Change is a superbly-chosen high value thank you for major donors and volunteers alike. The Little Book of Change was designed to bring to life a range of outcomes for children that had previously been presented in a statistical report. Individual stories of children and families are shown through letters, poems, stories, magazine articles and drawings. This approach could be utilised by any organisation to make its key stakeholders feel part of what the organisation is trying to achieve and to secure their help in the long-term.

NSPCC's improved online giving experience

by SOFII

An easy and accessible user experience was the aim of the game for the NSPCC when they decided to overhaul their online donation pages.

NSPCC’s supporter magazine The Children’s Friend

by SOFII

With their newly adapted online supporter magazine, the NSPCC are maximising a key supporter retention mechanism and making it relevant to the lives of their supporters.

NSPCC’s thank-you mailing

by SOFII

This bright, colourful direct mail pack is a winner all of itself. With the delightful, powerful booklet as well it couldn’t fail to inspire donors to send their own messages and, indeed, send in another donation to the cause they love.

Ocean Conservancy: membership drive

by SOFII

In fundraising via direct mail, attempts to better a control pack (also known as beating the banker pack) are always interesting and usually instructive. This pack from Ocean Conservancy exemplifies much of dm fundraising best practice.

​On Agency

by SOFII

Ontario Nature: ‘Ruby the hummingbird’ mailing

by SOFII

This unusual example of direct mail tells a complex, moving story in an imaginative and very engaging way.

Open Fundraising

by SOFII

Operation Christmas Child: the shoebox appeal

by SOFII

This festive exhibit is a wonderful example of how one person’s idea (and a lot of help from volunteers) can really make a difference. Operation Christmas Child has maintained constant success over the past 20 years.

Operation Homefront

by SOFII

Operation Homefront: The Card

by SOFII

We are always dishing out our business cards that don’t really say very much, so it’s great to see this wonderfully simple and innovative idea that gr…

Opération pièces jaunes: collecter par et pour les enfants.

by SOFII

« Le jaune des pièces » fut un réel succès dès le début et est devenu un événement annuel depuis. En 2011, le projet a levé €2,8 millions.

Operation Raleigh: toilet paper mailing

by SOFII

Truly, the best fundraising is almost invariably the most simple and most direct. This mailing also successfully shows the value of writing ‘from the field’, in a distinctive way.

Operation Smile: special ‘thank-a-thon’

by SOFII

Operation Smile used the thank-a-thon as a unique opportunity for conversations with our most loyal donors and to reconnect our staff to the organisation through the stories.

Optimus

by SOFII

ORBIS

by SOFII

ORBIS: gift aid campaign

by SOFII

Making life easy for donors is in this proposition from ORBIS UK: you can save someone’s sight by just ticking a box.

Oxfam Canada: the ‘threads of change’ campaign

by SOFII

The ’threads of change’ campaign from Oxfam Canada gave their donors the chance to do more than just send money to a cause they love. They were able to send messages of hope to Oxfam projects all over the world.

Oxfam UK: the £2.00 a month proposition to new donors

by SOFII

Oxfam’s first foray into television advertising was a disaster and they very nearly ditched the whole thing. But a chance remark turned disaster into a monumental success and added a new dimension to recruiting new donors.

Oxfam: Marks and Spencer’s ‘schwopping’ partnership

by SOFII

This partnership between Oxfam UK and retailer Marks and Spencer (M&S) fulfilled the needs of people in the UK and developing countries. The planet was a winner too.

Oxfam: The Hunger £ Million Campaign

by SOFII

The Oxfam Hunger £ Million Campaign is a great example of press advertising that gives an urgent need and a clear call to action. It raised £1,000,000 in three months in 1963. How much would that be worth today? Guess which ad made a SOFII volunteer jump.

Oxfam’s press ads from the 1950s and 60s

by SOFII

These press advertisements really did change the course of fundraising in Britain. They helped Oxfam to grow into a substantial international charity. Though they might seem crude and simplistic now, these ads very effectively alerted the post-war British public to considerable humanitarian needs abroad.

Parkinson’s UK: the Dave the Worm campaign

by SOFII

Dave the Worm (DTW) is a fun and witty character that is enabling Parkinson’s UK to compete in a crowded marketplace by presenting research to donors in an engaging way and giving them a unique opportunity to regularly support new and innovative research.

Path for Life Medical Rehabilitation and Therapy Centre

by SOFII

Path for Life Medical Rehabilitation and Therapy Centre: ‘path to life’ concert in Uzhgorod City

by SOFII

This is a straightforward but very professionally run event, the first of its kind in Uzhgorod. The objective of the event was to raise money to support the centre and to introduce the concept of a benefit concert to the local community.

Plan International UK’s ‘prospecting’ campaign

by SOFII

Sampling has become the primary route for selling software, music and film. Could it be applied to child sponsorship, which is such a desirable ‘product’ for many charities?

Plan UK: ‘plan your story’ innovative new video and Facebook app

by SOFII

Have Plan UK changed fundraising by launching this new app?

Planned Parenthood Rhode Island: donor newsletter

by SOFII

PPRI used an already established newsletter formula since it has proved successful at bringing in extra revenue. may not be the very best newsletter in the world but it's certainly a very good example of how to get this important communications vehicle right.

Playmob

by SOFII

Playmob: a gaming platform to raise money for global projects

by SOFII

A new simplified online gaming platform that aims to raise $100 billion for global projects by 2016.

Pliny the Younger and the first appeal for matching funds, c. 100 AD.

by SOFII

About 20 years after famously witnessing the eruption of Vesuvius that engulfed Pompeii, Pliny the Younger, perhaps the most generous benefactor of the Roman era, created a matching fund to help the parents in his home town to fund their school.

Polish Scouting Association ‘Proficiency for life’ campaign

by SOFII

This is a vigorous, imaginative campaign aimed at persuading Polish citizens to give the one per cent of their personal income tax, which the law allows them to donate to a charitable organisation, to the Scout movement.

Portuguese Red Cross: the store that sells hope

by SOFII

This exhibit demonstrates innovation, creativity and a new way to make people feel good about giving.

Presentación de la traductora - Anna Fabra Raduà

by SOFII

Anna Fabra Raduà - SOFII volunteer translator.

Princess Margaret Hospital Foundation

by SOFII

Princess Margaret Hospital Foundation: Wings of Hope appeal

by SOFII

This carefully crafted direct mail programme neatly combines an innovative donor involvement device with a symbol of hope that each year plays an impo…

Prostate Cancer Research Fund

by SOFII

Prostate Cancer Research Fund: fundraising from beyond the grave

by SOFII

How often does a fundraising campaign bring a star back from the dead to front a campaign for the disease that killed him? This is innovative fundraising, no doubt.

​R Fundraising

by SOFII

Raleigh International

by SOFII

RCSB: Bhopal emergency appeal

by SOFII

Created in less than two hours, this ad went on to raise more than 20 times its total costs in just a few days, to become a classic example of disaster appeal advertising. More than £420,000 was raised and most of it directly attributable to the press advertisements.

Really Ugly Sweater

by SOFII

In a novel twist on the traditional ugly Christmas sweater, SOS Children’s Villages Belgium came up with a fantastic idea that promptly captured the attention of thousands of potential donors.

Rebecca Brown and Agnes Holliday: mystery shopping tests for PBS and the Smithsonian Institution

by SOFII

The purpose of these tests was to find out if the generally low levels of customer service offered by fundraising organisations in the UK and Europe were matched by similar organisations in other countries. While the results were generally depressing they also produced flashes of individual brilliance and a long list of useful lessons.

Red Cross

by SOFII

Red Cross USA: the Tiffany circles

by SOFII

Giving circles like the Tiffany circles of the Red Cross can make giving more interesting, more satisfying with a group of other enthusiastic donors.

Remarkable Partnerships becomes SOFII’s newest partner

by SOFII

With Remarkable Partnerships on our side, SOFII will be able to offer more valuable support for fundraisers who want to start or develop their corporate partnerships. Stay tuned for great articles from Jonathan Andrews and his team!

Remember a Charity

by SOFII

Remember A Charity legacy awareness week 2014

by SOFII

Without legacies very many charitable organisations all over the world wouldn’t exist. Click here to see Remember A Charities ‘living legends’ explain their love of giving and why they have left a legacy to charity in their will.

Remember a Charity’s initial research into legacy giving

by SOFII

Charities in the UK receive £2 billion per year, 13 per cent of all charitable donations, through gifts in wills. Research carried out this year by Remember a Charity showed that by asking the right questions this already massive amount could be increased by 67 per cent. Want to find out the questions? Of course you do so, go ahead, click here to see them on SOFII.

Reprieve’s campaign for justice for Linda Carty: ‘death’s waiting room’

by SOFII

This compelling exhibit from Reprieve shows how to make a dramatic and powerful statement to attract public attention to your cause. The exhibition replicates the real death row cell of British grandmother Linda Carty, now facing imminent execution in Texas.

Rethink

by SOFII

Rethink Mental Illness ‘find Mike’

by SOFII

Here is the story of Jonny Benjamin's search to find 'Mike', one of the bystanders as he climbed onto Waterloo Bridge in an attempt to kill himself. Only Mike didn't stand by, he walked up to Jonny, talked to him and, most of all, he listened. Click here to see how Rethink Mental Illness put their brand in second place and helped to find Jonny's hero. It was a brave decision and one that brought many rewards.

Reverse Book Club cold acquisition pack: Books change lives

by SOFII

Book Aid International’s latest donor acquisition mailing package, created by them with UK marketing and communications agency Catalyst.

Rex Dog Shelter: ‘A pet is not a toy’ campaign

by SOFII

This is a ‘percentage’ campaign, one of Hungary’s first multi-media campaigns aimed at getting the public to sign over their one per cent entitlement. Many organisations have now successfully followed the Rex Foundation’s lead, with good results.

Rhode Island Foundation

by SOFII

Rhode Island Foundation: why less can be more with the annual report, particularly when it comes to legacies

by SOFII

To send or not to send? If you ask your donors if they want to receive your annual report, why do you think they don’t reply? It could be inertia, ‘I’ll do it tomorrow’. Maybe they think they'll be saving you time and money, they’re nice, considerate people after all. By the same token intertia will stop them going to your website to view your report online – and you will never know. If you send a printed copy, you know they have it and might they not be more likely to look at it, if it’s there in their hands? The stories here from Tom Ahern and the Rhode Island Foundatio show the power of the printed word.

Riverside School: the Design for Giving contest

by SOFII

An inspirational initiative from Riverside School designed to encourage India’s young people to come up with solutions to the sub-continent’s great challenges.

RNLI online live launch map

by SOFII

The Royal National Lifeboat Association interactive map that gives their donors a 24-hour, every day of every year window into the heart of their mission.

RNLI: ‘He’ll face…All we ask of you’ press insert

by SOFII

Stained with the passage of time and perhaps more than a little carelessness, the face looking out at the reader from this single sheet insert has nevertheless lost nothing of its strength and power to impress. The simple direct proposition makes this one of the classic fundraising offers of all time.

RNLI: ‘stand behind these men’ press ad

by SOFII

The message is simple and direct – it tells who the RNLI is, what it does, and gets straight to the point by asking what the reader will contribute. It also uses a photograph of a crew member at the top of the page – a tradition that continues today.

RNLI: the legacy letter

by SOFII

This is a classic example of a direct appeal to supporters, asking for information that will help plan future income. The candid, plain-speaking, respectful copy reminds supporters that RNLI relies heavily on legacies to fund their work. You can read the whole thing here.

RNLI: train one, save many campaign

by SOFII

A campaign from RNLI with a simple but powerful theme, message, image and call to action.

RobbinsKersten Direct

by SOFII

Royal National Lifeboat Institution RNLI: Lifeboat Launch SMS alerts

by SOFII

An insightful use of technology that brings RNLI donors closer to the lifesaving work.  This text service allows donors to donate each time their chosen lifeboat is out saving lives and to receive an alert of launches in real-time.

Royal National Lifeboat Institution: ‘boots’ advertisement

by SOFII

The shopping list is a classic fundraiser's device and this ad exploits the instrument to its full, offering the donor, in effect, the chance to kit out his or her hero.

RSPB: brand stretch work

by SOFII

Ten brilliant images designed to inspire and introduce new audiences to the work of one of Britain’s premier conservation organisations.

RSPB: Letter to the future

by SOFII

How do you engage people in your cause, grab their attention and encourage them to stand alongside you on an issue of national importance? Not easy, we think. But here’s a brilliant example of a national conservation charity doing just that, very successfully.

RSPCA

by SOFII

RSPCA New South Wales: cupcake day

by SOFII

The brilliant thing about this idea is that the supporters do most of the work and they have a great time too.

RSPCA New South Wales: project Guardian Angel

by SOFII

This is a charming appeal with wonderful photography and a great one-off proposition. Milo (that’s him opposite) could have been adopted several times over just by the SOFII office alone!

RSPCA NSW

by SOFII

RSPCA’s ‘sow tethering’ telephone campaign

by SOFII

Any marketing campaign that can have such an impact on members of parliament on the eve of taking their country to war has to be worth recording. This campaign is notable as one of the early UK examples of fundraisers using the telephone.

RSPCA’s pile of dead dogs advertisement

by SOFII

Some time around the turn of the 1980s Britain’s leading animal welfare charity, the RSPCA (Royal Society for the Prevention of Cruelty to Animals), produced a striking and controversial poster that positioned it as a campaigning organisation too.

Ryton Gardens

by SOFII

Ryton Gardens: recyclable mailing

by SOFII

Ryton Garden’s famous recyclable mailing is one of the best ever examples of the benefits fundraisers can realise when they show that they really understand their donors.

S.A.L.V.E International: Motorbike May appeal

by SOFII

A simple idea that any small charity could try. This small but mighty appeal helped a small organisation share stories of the impact they have and raise money for something that they urgently needed – a motorbike.

Saint Demetrios: Greek festival

by SOFII

Each year St Demetrios Greek Orthodox church in Seattle, USA traditional festival is run entirely by volunteers - including some excellent fundraising.

San Francisco Zoo’s ‘adopt-an-animal’ campaign

by SOFII

Many charities have seasonal appeals: Christmas, Easter, Valentine’s Day… Would you be brave enough to take a swerve from the traditional? Yes? Then go to Tycely Williams’ story of the San Francisco Zoo’s offer of a gift, but not to a loved one – that’s too predictable – you can send a hissing cockroach to a nasty ex.

Sandra Schmirler Foundation’s printed legacy guide: You’re In My Heart Forever’

by SOFII

A great legacy campaign from Canada; the Sandra Schmirler Foundation manages to tread that delicate balance between inspiring their supporters with stories about the lives of ordinary families and sharing why legacies are so important. 

Sanitation First’s fundraising challenge with a local primary school

by SOFII

Here is the inspirational tale of St Phillip’s primary school in Bath, who teamed up with Sanitation First to raise money for the construction of a well and provide clean drinking water and an ecosan toilet for Kouma, a village in Sierra Leone.

Save the Children India: the ‘Every One’ campaign to reduce child deaths

by SOFII

Nearly two million children in India die every year from easily preventable diseases. Through online and face-to-face contact, the EVERY ONE campaign aims to raise awareness about this by focusing on child mortality.

Save the Children: Gaza ceasefire SMS campaign

by SOFII

When Save the Children took the thousands of messages they received to 10 Downing Street, the prime minister, then Gordon Brown, spoke out to demand a ceasefire in Gaza. They also converted 9,000 respondents to regular giving.

Seeing Eyes for Blind People

by SOFII

Seeing Eyes for Blind People: sponsor a puppy who’ll grow into a seeing eye dog

by SOFII

This classic direct mail appeal uses a simple questionnaire as an involvement device. Also of note is the way that the proposition has been cleverly tailored to appeal to its Australian audience.

Send a Cow: la campagna di ringraziamento

by SOFII

Per lo staff di Send a Cow ringraziare i propri donatori e’ una vera e propria passione.

Send a Cow: thank-you drive

by SOFII

The team at Send a Cow are passionate about saying thank you to their supporters.

Sense: A magical Christmas appeal from Teddy

by SOFII

Sense and Bluefrog share the creative and results from a super direct mail campaign that was sent to individual donors. It proves that, if used properly, direct mail appeals to your supporters can, and will, achieve great results for your charity. 

Sense’s brilliant style for face-to-face fundraising

by SOFII

Imagine the dark and silent world of a deaf and blind child. That's what Sense's street fundraisers asked passers-by to do. Those who stopped to listen were treated to a charming, evocative story that eased them effortlessly into the charity's case for support.

Showcasing excellent fundraising with the Chartered Institute of Fundraising

by SOFII

SickKids: ‘together we will’ campaign

by SOFII

This campaign from SickKids Foundation exceeded all of their goals through terrific use of video and proves the power of good storytelling.

SickKids: la campagna “together we will”

by SOFII

Questa campagna della Fondazione SickKids ha superato tutti i target grazie ad un uso formidabile del materiale video e alla straordinaria capacità di raccontare belle storie.

Sightsavers

by SOFII

SOFII

by SOFII

SOFII presents the best of 101fundraising

by SOFII

Getting great content out there to all fundraisers is SOFII’s mission of course, and not surprisingly it’s 101fundraising’s mission too. So, from now on we’re working together.

SOFII proudly announces the appointment of five new trustees

by SOFII

After a worldwide call for applications, five new fundraisers are joining SOFII’s board of trustees. These appointments will help the charity expand our global reach and support more fundraisers around the world. The new trustees will take up their posts from April 2021.

SOFII stars: a selection from SOFII’s most read articles

by SOFII

To make your life easier here are direct links to 19 treasures from the best, most useful fundraising articles that feature in SOFII’s online reading rooms. There are lots more, just look.

SOFII stars: great fundraising writers

by SOFII

We’ve once again delved into our archive to bring you a collection of inspirational SOFII Stars, this time focusing on great fundraising writers. From the great George Smith to advertising legend David Ogilvy via Indra Sinha and Karin Weatherup, we’ve gathered the best fundraising writers together to share their unique insights and advice. 

SOFII stars: thank you, welcome and well done.

by SOFII

Saying thank you properly really is a golden opportunity for fundraisers. Here in this special edition of SOFII stars is all you need to know to make the most of it. Enjoy!

SOFII stars: the best of corporate social engagement

by SOFII

Charities working in tandem with business can achieve remarkable results. In this edition of SOFII Stars, we present several wonderful examples where clever fundraising strategies led to exceptional partnerships!

SOFII stars: the world’s best fundraising direct mail.

by SOFII

Check out some of the world's best fundraising direct mail. A priceless swipe file: 2000 years of fundraising direct mail. From all the direct marketing gems on SOFII, from the ancient to the bang-up-to-date, here's a selection of great fundraising direct mail, to inspire you. Enjoy!

SOFII stars: treasures from IWITOT 2012

by SOFII

Here are links to 17 fundraising greats, 17 of the big ideas that were in the first I Wish I'd Thought of That mega-event in London 2012, at which young fundraisers described and illustrated a cornucopia of big ideas so good that they wish they'd had them, themselves.

SOFII stars: treasures of legacy marketing

by SOFII

Our selection of SOFII stars this time centred on treasures of legacy marketing. Exhibits and articles include Greenpeace Sweden’s legacy commercials, a University of Oxford legacy brochure, the NSPCC’s approach to legacy training and Mal Warwick giving us the facts on legacy giving, amongst a wealth of ever essential reads.

SOFII updates in 2017

by SOFII

SOFII email updates in 2017

SOFII: the ‘Don’t be LEFT BEHIND, share your brilliance’ special appeal

by SOFII

Even at our most charitable, we feel this campaign really shouldn’t be necessary. But, undeniably, there’s an urgent need in our communities now and it’s not being adequately met. Are you a part of the problem, or a part of the solution?

SOFII: the BIG questions

by SOFII

How do we make donors feel really special? And how do they want to see us?

SOFII’s best of the best showcase - introduction and contents

by SOFII

This showcase collates some of the greatest fundraising campaigns on SOFII. Be prepared to be inspired and amazed by the very best fundraising ever. And you can suggest other appeals or projects that resonated with you as well.

SOFII’s Christmas Gift Catalogue

by SOFII

It’s holiday season and that means presents! If you’re a fundraising enthusiast, SOFII’s Christmas catalogue is for you: superb articles and showcases to share with your colleagues and friends. And we’ll be adding to it every week! Click here to go to the catalogue and start spreading the seasonal joy.

SOFII’s what to watch

by SOFII

We know there's such a lot of great videos worth watching in the world of fundraising, so we've put together a summary of the best, just for you (in case you missed them first time round). So pour a cup of coffee, sit back, watch and be inspired.

Soil Association: membership development

by SOFII

This instructive exhibit shows how it is possible to target different types of member by carefully segmenting donor files and structuring membership offers according to the different donor groups found on the Soil Association’s database. But you need to really understand your donors.

SolarAid

by SOFII

SOS Children’s Villages Belgium: a corporate partnership aimed at six people

by SOFII

An ingenious idea from SOS Children’s Villages that went for the ‘one per cent’ with this newspaper ad. It has superb and courageous targeting – just six people – is, challenging, innovative and was very successful.

Southend Hospital: bosom pals appeal

by SOFII

Feeing like all the fun’s gone out of your fundraising? Worried that your supporters may not be biting your arm off to undertake another gruelling run to raise money? This exhibit shows how smaller charities can inspire people to join their cause with little more than some imaginative ideas.

Southern Poverty Law Center: Partners for the Future legacy letter and brochure

by SOFII

These two items – a single page letter and 16-page booklet, which together constitute a single legacy-promotion direct mail package, represent an outstanding effort in legacy marketing by one of the leading practitioners of the direct marketing art in the USA, the Southern Poverty Law Center.

St Baldrick’s Foundation: shaving the way to conquer children’s cancer

by SOFII

This is a wonderful example of volunteer-led fundraising that demonstrates just how successful it can be when you choose an activity that everyone can take part in.

St Dunstan’s

by SOFII

St Dunstan’s: help blind heroes interactive acquisition campaign.

by SOFII

By combining a commanding and touching story with an interactive grit 'reaction test', they have managed to design a campaign that will both move and interest people.

St Michael’s Foundation: the 2011-2012 annual report, a bold vision realised

by SOFII

St Michael’s always put a lot of effort into making sure that they thank their donors properly and that they are always kept up to date with what thei…

St Michael’s Foundation: the Final Piece campaign

by SOFII

Here is another excellent campaign from St Michael's Foundation in Toronto, Canada. Take a look at how this team of savvy fundraisers took a simple poster and re-purposed it into a successful staff event that raised much-needed funds for their latest capital appeal.

St Michael’s Hospital Foundation

by SOFII

St Michael’s Hospital Foundation: a special book to thank volunteers

by SOFII

Fundraisers all too often take their volunteers for granted so it's good to see an organisation setting out specifically to be brilliant at saying thank you to them. Having raised $140 million thanks to the help of volunteers it was reasonable that the people at St Michael's should invest time and resources in saying thank you properly.

St Michael’s Hospital Foundation: data-based planned giving campaign delivers heavenly results

by SOFII

St Michael’s Hospital Foundation’s in-depth analysis and profiling of their donor lists has gone a long way towards answering the oft-repeated question: are we marrying the needs of the donor with the needs of the cause in order to achieve a common goal? 

St Michael’s Hospital Foundation: Living in a multi-generational world

by SOFII

St Michael's Hospital and Foundation's Urban Angel magazine is one of the best charity magazines in Canada, going from strength to strength. We take a look at its most successful yet, the Fall 2016 edition.

St Michael’s Hospital Foundation: personalised website

by SOFII

This detailed exhibit shows how the St Michael’s Hospital Foundation increased their online giving by 20 per cent by transforming their dated and difficult-to-use website to a user-friendly, simple, personalised medium of communication.

St Michael’s Hospital Foundation: the 2010/11 annual report to donors

by SOFII

The St Michael’s Hospital Foundation view their hard-working and very appealing annual report as an opportunity to showcase the accomplishments of the past year and honour their generous donors. It shows them that their donations have been wisely spent and have made a real difference to the patients cared for at St. Michael’s.

St Michael’s Hospital Foundation: urban angel newsletter – special campaign edition

by SOFII

This newsletter is particularly worth studying because it's designed to fill a special role at the end of a successful three-year capital campaign. So it's a 'round-up' newsletter, with a number of important jobs to do under the general 'stewardship' heading.

St. Michael’s Hospital Foundation: Urban Angel magazine

by SOFII

The fundraisers at St Michael’s Hospital are justly proud of their reinvented newsletter. It demonstrates a unique and creative approach to donor communications, while still fulfilling the essential purpose of fundraising.

Staff like donors? Recruit, develop, retain them…

by SOFII

In this article Patrice Simonnet advises us to use the same techniques on our fundraising staff as those we use on our donors.

Station WDCN, Nashville, USA: special ‘thank you’ to a donor

by SOFII

A fundraiser really listening to her donor, thinking on her feet and responding in an entirely appropriate and personal manner with a communication that any donor would be delighted to receive.

Station WNED, Buffalo and Toronto

by SOFII

Station WNED, Buffalo and Toronto: ‘thank you’ card to a donor

by SOFII

This is so quick, simple, cheap and easy it is just great. Why can't all fundraisers take a leaf out of Channel 17's book and send donors promptly a cheery, appropriate and inexpensive thank you like this?

Steel Yard: ‘fund a day’ appeal

by SOFII

Every now and then we see great fundraising ideas that can be easily adapted and adopted by other nonprofit organisations, particularly smaller ones. This example is particularly useful as it shows a small organisation raising money imaginatively to cover its general running costs.

StreetDoctors: helping victims of crime

by SOFII

When two young medical students were talking to a group of 11 to 16 year olds they were shocked to learn that either the youngsters, or someone they knew, had been shot or stabbed. That shock led to Streetdoctors, a charity that has fundraising embedded across the entire organisation.

StreetSmart: Helping the homeless as you eat

by SOFII

StreetSmart raises thousands of pounds for homeless charities throughout the UK every year during the months of November and December. The idea is simple: participating restaurants have a card on each table, or a reference on the menu, explaining that a voluntary one pound donation will be added to each table's bill at the end of the meal. StreetSmart then distributes these donations directly to reputable homeless charities throughout the UK.

Strømme Foundation

by SOFII

Strømme Foundation: ‘poverty buster’ (‘fattigdomsbekjemper’)

by SOFII

Strømme Foundation is an innovative Norwegian charity working to fight poverty in the developing world. The scheme is an imaginative way of engaging younger donors.

Tap-n-Give: modern technology for fundraising

by SOFII

This simple yet innovative exhibit shows how a new iPhone app is raising awareness and increasing donations. Will you try it out?

Thank you for helping shape SOFII’s future

by SOFII

Thank you for supporting SOFII in 2019

by SOFII

A SEASONAL MESSSAGE FOR YOU FROM SOFII

Thank you for your kind gift to SOFII

by SOFII

Thank you for your support

by SOFII

Thank you for your support in 2014

The ALS (USA) ‘ice bucket’ challenge

by SOFII

You may be sick of hearing about the ice bucket challenge. You may even think it has no relevance to your own organisation. But find out the special characteristics that made it the biggest fundraising idea of 2014.

The Art Fund: the battle to save the Staffordshire Hoard

by SOFII

This emergency appeal captivated the imagination of the public and was so successful that it even closed a few weeks early. This will be a useful read for all fundraisers.

The Beautiful Foundation

by SOFII

The Beautiful Foundation: building philanthropy in South Korea with Lego block banks

by SOFII

The Beautiful Foundation wanted to further promote charitable giving in South Korea, during a time when a 'giving culture' was rapidly taking root. This campaign aimed to increase the awareness of the needs of children and poor people and to raise necessary financial social support through a non-conventional monetary system.

The Bhopal Medical Appeal grabs every opportunity to tell good stories

by SOFII

This ad turns that spying to its advantage by showing two senior executives of Dow, through some inspirational stories, how they would save money if they helped the people instead and it would most likely be more fulfilling as well.

The Big Give: online fundraising

by SOFII

We're sure many fundraisers will find it hard to believe that for some donors, particularly major donors, it can be difficult to find a trustworthy, donor-friendly organisation to give their money to. The Big Give is an innovation that meets the needs of both donors and fundraisers. For charities, the website is a fantastic, and free, opportunity to showcase their projects, the real and relevant work that much of the public will fail to see, or realise needs funding.

The British Humanist Association: the atheist bus campaign

by SOFII

This is a perfect match between a brilliant idea that generates real public interest and the technology that can make it easily happen.

The Child Center, Detroit

by SOFII

The Children’s Hospital Trust careometer viral campaign.

by SOFII

This exhibit shows how important it is to raise awareness of your cause and encourage people to care before you ask them for time or money.

The Children’s Hospital Trust operating theatre complex campaign

by SOFII

This is a good example of how different types of fundraising can work alongside one another to create a successful campaign with a broad appeal.

The Chilean Bible Society: mobile phone texting campaign

by SOFII

SOFII's first exhibit from Chile. This is a very clever use of text messaging with an intriguing involvement device built in, in the form of a Bible knowledge quiz. Each text generates a small donation and increases the sender's bible knowledge, which must suit the Chilean Bible Society very well.

The David Suzuki Foundation: campaign for Santa Claus

by SOFII

Think of everything that Santa has done for you – now is your chance to help him.

The Distinguished Gentleman’s Ride: Riding for a cause

by SOFII

The Distinguished Gentleman’s Ride (DGR) combines fun with a good cause. This growing organisation that has been running excellent events since 2012 and making a real difference to men’s physical and mental health. 

The Dogs Trust: sponsor a dog scheme, television commercials

by SOFII

These television commercials are really part of the Dogs Trust sponsor a dog exhibit but they show such good use of DRTV they are worth an additional airing here. Unusually for nonprofit DRTV in the United Kingdom these ads made a profit from their first showing. Quite exceptionally, the early ads achieved a return on investment of five to one.

The donor pyramid is dead… Long live the donor pyramid!

by SOFII

Sarah Clifton shares her thoughts and asks: What exactly is the purpose of the donor pyramid if not to map the upgrade journey to a major gift?

The early Christian Church: Paul the apostle motivates his church’s donors – c. 56 AD

by SOFII

This could be the first ever appeal for regular, committed donors. In the early days of the Christian church the missionary Paul asked his supporters in the city of Corinth to set aside a small portion of their income regularly, to sustain victims of a famine and then later to support good works generally.

The early Christian Church: St Paul’s letter to the Corinthians

by SOFII

This may not be the world’s earliest ever recorded mention of fundraising but it could well be the first ever example of a fundraising director exhorting his troops to achieve their targets. Or, do you know different?

The École Centrale Paris (Central School of Paris): alumni online challenge

by SOFII

This online promotion raised double the amount of previous offline activities.

The essence of Campaigning Fundraising in 52 exhibits and 199 web links - get your copy today!

by SOFII

The essence of Campaigning Fundraising in 52 exhibits and 199 web links is the latest book by Ken Burnett, SOFII co-founder and managing trustee. 

The father of modern day fundraising: Harold Sumption

by SOFII

Ken Burnett was just 26 years old when he met Harold Sumption the man who would profoundly influence Ken's understanding of fundraising. In another of our occasional series, 'The most brilliant fundraiser I ever met' we have recollections from Ken, Giles Pegram and Pierre-Bernard Le Bas.

The first ever major donor dinner – c. 970 BC

by SOFII

With a clear target, a list of major prospects, an inspirational lead gift and a fantastic end result, the only thing that's not 'state of the art' about this event is that it happened 3,000 years ago.

The Foundation for Childbirth with Dignity

by SOFII

The Foundation for Childbirth with Dignity: 'you have a right to ask’ campaign

by SOFII

This brave, important campaign broke new ground in public education in Poland and raised money too.

The Fundraising Institute of New Zealand (FINZ)

by SOFII

The Fundraising Institute of New Zealand (FINZ) becomes SOFII’s newest partner

by SOFII

Huge thanks and much love to the Fundraising Institute of New Zealand for their valuable support.

The German Leprosy Relief Association

by SOFII

The German Leprosy Relief Association: ‘Different Strokes’, the art show with a difference

by SOFII

Different strokes – an art show with a cause – organised by the German Leprosy Relief Associaiton in India created a world of opportunity for disabled, or rather differently-able, adults and children artists by giving them the opportunity to show – and sell – their work alongside that of professionals.

The Girl Effect: starting conversations for change

by SOFII

The Girl Effect organisation has admirably mastered the art of creating short and powerful videos that inspire and move both old and new supporters.

The GIVING WELLY Campaign

by SOFII

SOFII doesn’t have many rules but this exhibit nevertheless breaks a few of them, in that it focuses not on a charity/nonprofit but on a commercial sponsor. Still, it’s a colourful, creative idea very well executed and several charities benefited rather significantly from it. It strikes us as a sound win-win situation, a good example of both commerce/charity partnership and of charities working together.

The India Giving Challenge

by SOFII

By harnessing a competitive element to fundraising, GiveIndia were able to provide a new and unusual opportunity for all involved.

​The Joffe Charitable Trust

by SOFII

The Legacy Showcase – where fundraisers share inspiring campaigns

by SOFII

SOFII knows that fundraisers like you understand the importance of legacy fundraising and are seeking new ideas to inform and inspire your work. Well look no further! The Legacy Showcase is a collection of short videos where fundraisers share their favourite legacy campaign and explain why they think it’s worthy of your admiration too.

The London marathon: a human race

by SOFII

This exhibit details the interesting history of one of the biggest and most iconic fundraising events of all time – the London marathon. In true SOFII tradition, the idea was borrowed from somewhere else, but aren’t they always the best ones?

The Lost Dogs’ Home, Melbourne: direct mail acquisition

by SOFII

The Lost Dogs’ Home, Melbourne, Australia is not just an exemplary practitioner of donor-centred relationship fundraising, they are also highly original and innovative. This pack is a perfect example of how important it is to constantly strive to improve DM fundraising tools.

The Lost Dogs’ Home, Melbourne: Friend of PAWs microsite

by SOFII

Although in recent years the Internet has by any definition come into its own as an indispensable tool for fundraisers, most are still not adept at using the medium to acquire new donors. So the Lost Dogs’ Home’s successful experience of online acquisition should be closely watched by many.

The Magic Bus: corporate customers pay for a facility that helps poor kids

by SOFII

How corporate customers enable an innovative charity to raise money to pay for a unique development facility for disadvantaged youngsters.

The Medical Foundation

by SOFII

The Medical Foundation: immortality auction

by SOFII

A durable, readily replicable fundraising idea. This concept from the Medical Foundation is not just simple it seems hard to imagine it not being a success in the right hands.

The National Asthma Campaign: Straws mailing

by SOFII

This revolutionary pack from 1991 features an irresistible involvement device, an easily detachable plastic drinking straw that readers are invited to detach, open and breathe through for less than a minute. It is an imaginative way of involving recipients and enabling them to feel for themselves what it’s like to live with asthma.

The National Park Foundation: ‘Plan for Parks’ mini-proposal

by SOFII

A strikingly competent direct mail upgrade appeal, designed to look just like the kind of intriguing and personalised proposal that a major donor might expect. It incorporated a personalised ‘mini-proposal,’ mimicking the sort of materials more frequently presented to prospective major donors following a face-to-face meeting.

The National Trust

by SOFII

The NSPCC legacies TV ad: the ‘what will we leave?’ campaign

by SOFII

This campaign is a first for legacy fundraising in the UK. The NSPCC were able to create a positive, happy and colourful campaign; creating ‘talkability’ around the difficult subject of legacies.

The Orangutan Protection Foundation

by SOFII

The Orangutan Protection Foundation: adopt an orangutan

by SOFII

A successful adoption programme is wholly reliant on a steady stream of progress updates. This is the means by which we build donor loyalty and is the key to maintaining that all-important loyalty on which charities rely and thrive.

The Owl and Monkey Haven: appeal for two lonely capuchins, Martin and Lulu

by SOFII

This appeal for the happiness of Martin and Lulu, two lonely capuchin monkeys is charming, honest, urgent and authentic. It captured the attention of supporters across the UK and beyond and is an example of fantastic storytelling without forgetting the ‘ask’.

The Oxfamily box

by SOFII

Sometimes the simple ideas work best. Oxfam's neat device for involving families in the fight against poverty at Christmas time raised a lot of money and also helped families to put their own good fortune into perspective.

THE PLAN: the launch of child sponsorship, Spain 1937

by SOFII

This exhibit focuses on a documentary film made by Plan International, which shows how the idea of child sponsorship emerged and grew as a response to the dangers faced by children in the Spanish civil war, more than 70 years ago.

The Polish Red Cross: Very Good Manners

by SOFII

This campaign by the Polish Red Cross showcases guerilla marketing at its most effective and innovative.

The Red Cross USA

by SOFII

The Redwood’s Gratitude Report: Ana’s story

by SOFII

A wonderful emotional mail-out from The Redwood, a shelter and support charity for women and children escaping domestic abuse based in Canada.

The Royal Flying Doctor Service

by SOFII

The Royal Flying Doctor Service: ‘Buy a jet’ direct mail

by SOFII

This award-winning mailing certainly caught the eye of donors – donations poured in and income soared passed the target. A subsequent newsletter must have been especially good too, because 750 people gave again even though they hadn’t been asked!

The Saltways becomes SOFII’s newest partner

by SOFII

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

The Salvation Army: Christopher’s letter

by SOFII

Stories, stories, stories they always produce great results. This one from the Salvation Army won the 2011 national fundraising campaign of the year at the 2011 Fundraising Instutute Australia Conference in Melbourne.

The Salvation Army: the ‘for God’s sake care, give us a pound’ campaign

by SOFII

In this campaign the Salvation Army revealed the urgent need of people who had fallen off the edge of society. Their shocking photographic campaign sought to jolt people into action with the hope of raising £1 million.

The Salvation Army: UK Christmas appeal

by SOFII

Some donors have rational reasons for giving, some have emotional reasons and some go on a journey. Our strategy was to model this behaviour, to take the insight and analysis to new levels of understanding.

The Shires of Wood Green

by SOFII

An interesting take on animal sponsorship, created for an organisation that is fortunate to have a very attractive and substantial animal shelter in an attractive setting deep in the English countryside, where it is able to create a special world for regular donors.

The Shires of Wood Green

by SOFII

The Sick Kids Friends Foundation

by SOFII

The Society for Effecting the Abolition of the Slave Trade: minute regarding the need for fundraising from 1788

by SOFII

This piece offers a unique insight into how, 220 years ago, funds were raised to help fight one of the greatest social evils of all time. In its formality, the 114-word single sentence of this solicitation has a distinctly quaint character.

The SOFII history project part one: treasures from fundraising’s history

by SOFII

Welcome to part one of SOFII’s history project. Dive in to explore the best campaigns from antiquity to the 20th century.

The SOFII history project: introduction and contents

by SOFII

Being a great fundraiser means knowing your history, and learning from it. This introduction helps you to explore SOFII’s collection of historical fundraising brilliance. Enjoy!

The Soi Dog Foundation

by SOFII

The Soi Dog Foundation: acquiring regular donors through Facebook

by SOFII

This exhibit shows that social media can secure regular donations, recruit new donors and, more than that, generate enough income to be regarded as a sustainable source of funding. And we've got the results to prove it.

The Southern Poverty Law Center

by SOFII

The Städel Museum, Frankfurt: inspiring a city to fundraise

by SOFII

The donors who gave millions to the Städel Museum said it was not ‘just a museum’, but rather that they felt like part of a big family.

The unconventional fundraising gallery

by SOFII

SOFII loves to celebrate all that is good about fundraising: what we can learn from and replicate. At the same time, we like something quirky, even controversial. So we were delighted to hear about the Good Agency's gallery of unconventional fundraising. Click here to see the first four nominations.

The Victorian Order of Nurses for Canada (VON Canada) 2014 report to donors

by SOFII

In 2014, the Victorian Order of Nurses for Canada sent a comprehensive report to their donors, showing them how a new way of working could be implemented by an old, well-established organisation very successfully. By making use of new technology, they were able to explain the transition to donors, respond to their needs and choices and continue their tremendous service to their users.

The Wildlife Conservation Society and Bronx Zoo: adopt-a-cockroach scheme

by SOFII

Taking the traditional ‘adopt an animal’ template often used by animal welfare organisations, The Wildlife Conservation Society in partnership with Bronx Zoo in New York, USA, have raised it to a whole new level.

The Wishing Well Appeal for Great Ormond Street Children’s Hospital

by SOFII

It's difficult to do justice to a capital campaign as wide, and complex. This is a condensed summary of a major capital campaign which, at the time, was the largest appeal ever mounted in the UK.

The Zimbabwe assocation

by SOFII

The Zimbabwe Association’s emergency appeal

by SOFII

How chance played a large part in raising £10,000 in just one month. Lyndall 'primed the pump' by donating £500 of her own money.

Think

by SOFII

Thunderbird School of Global Management: a 24-hour telethon to save their famous tower

by SOFII

There’s not much that’s new in alumni fundraising nor in running a ‘phoneathon’, but a 24-hour telephonic marathon so that you can call all your alumni wherever in the world they might be, that’s an idea well worth trying.

Toilet Twinning

by SOFII

The radical concept of toilet twinning brought at least 300 smiles to the audience at IWITOT. John Bird of data experts Blackbaud says its success is because it directly explains the cause and, obviously, has strong links to aspects of the donor's life that make it relevant. The beauty is, some elements are easily transferable to other charities.

Toronto Humane Society's ‘Benjamin’ year end mailing

by SOFII

The Toronto Humane Society told a simple story well, sharing the case of Benjamin Buddy, an ‘orphaned’ dog with high care costs, via an eye-catching mail-out. It gave them an opportunity to thank their donors and share information on how their gifts were making a difference.

Tough Mudder

by SOFII

Trillium Gift of Life Network: ‘bucket list’

by SOFII

This is a great public awareness campaign with interactive use of social media and appropriate targeting.

Trócaire: ‘Exceptional ask’ direct mail campaign

by SOFII

With intelligent identification and targeting of donors, Irish charity Trócaire exceeded all their expectations with what they called an ‘exceptional ask’ aimed at specific donors. Having honed this strategy over time, it’s now paying off.

Twestival: grassroots fundraising from volunteers

by SOFII

Twestival is the largest grassroots social media initiative to date and has raised an outstanding $1.2 million for charities all over the world.

UNHCR’s goodwill ambassador

by SOFII

Goodwill ambassadors have become the accepted public face of many INGOs, particularly those in the UN system. But UNHCR’s selection, recruitment and deployment of their public celebrity is a textbook example of how to do it. UNHCR has managed to engage a major celebrity with very simple means at virtually no cost.

UNICEF

by SOFII

UNICEF and Futbol Club Barcelona: a global partnership for children

by SOFII

UNICEF scores for children through forming a valuable, useful partnership. Together UNICEF and the Barcelona football club will use this power in numerous ways to further the cause of children.

UNICEF India: the ‘tele-facing’ campaign

by SOFII

This novel approach to re-qualifying potential major donors sits between telephone and face-to-face fundraising. It is an example of how telephone fundraising and face-to-face fundraising are evolving and being adapted in India to take account of the country’s large population and distinctive business culture – with quite impressive results.

UNICEF Pigotta project: adopt a doll and save a life

by SOFII

Another excellent idea from UNICEF that not only raises lots of money, but shows volunteers, particularly children, how important immunisation against deadly childhood illnesses is in the developing world. It also demonstrates how ‘it will never work here’ just isn’t true and that good ideas can be adapted to other cultures.

UNICEF: the card that launched UNICEF’s fundraising

by SOFII

UNICEF's very first ever Christmas card would lead to the multi-million dollar international business that is UNICEF's cards today.

UNICEF: the Change for Good® campaign

by SOFII

For more than 15 years UNICEF has raised many, many millions for the world’s poorest children from the simple but brilliant idea of collecting travellers’ unwanted foreign coins.

UNICEF: trick or treat

by SOFII

A simple idea that has grown over many years. A fun way for children to help other children, which has lasted for nearly 60 years, is now supported by hundreds of thousands of young people plus their teachers each year and is still going strong.

United Negro College Fund: David Ogilvy’s letter

by SOFII

Go back in time to meet one of the commuters who, in 1968, found this superb letter from David Ogilvy on the seat of the train taking him home to his comfortable New York suburb.

United Way for Southeast Michigan

by SOFII

United Way Hungary: ‘why do I help?’ campaign

by SOFII

This campaign raised additional funds from corporate sponsors, increased the number of donations from employees and raised awareness of giving and volunteering.

United Way: the impact calculator

by SOFII

The calculator allows donors to put in an amount and it lets them know the impact of their donation. This is a simple tool that any organisation with a website can easily do. It’s a great way for engaging donors.

University College London

by SOFII

University of Leeds: direct mail cash appeal to alumni

by SOFII

The direct mail appeal that raised more in 12 weeks than the University had raised in their previous eight years of sending mail appeals.

University of Leeds: The calendar appeal

by SOFII

This excellent mail appeal was a success thanks to a very smart theme where alumni shared their experiences and memories of their time at the University of Leeds. To check out the calendar and full creative, click read more.

University of Leeds: the memories appeal

by SOFII

This multi-channel ‘prospecting’ campaign from the University of Leeds enabled them to reach former students who had drifted away from their former university and exceeded its target by 56 per cent.

University of Michigan, USA. Newsletter, plus reply form

by SOFII

We at SOFII also liked the simple graphic presentation of different giving plans that are shown in this newsletter (option 1, the maize plan and option 2, the blue plan). Donors don’t automatically understand the implications of their giving, particularly when there are tax advantages. If these can be simply rendered in graphic form, then donors will be encouraged and fundraisers will benefit.

University of Oxford: legacy brochure

by SOFII

The dream inspires. A classic legacy promotion brochure with multiple enclosures shows you how it’s done. By providing an inspiring vision in the main document as well as individualised content in the template insert, this brochure has the ability to be as broad or as narrow as required.

University of South Carolina: ‘We are South Carolina Y’ALL’ (Young Alumni Leaving a Legacy)

by SOFII

In another piece from our archive, this innovative and engaging alumni fundraising from the University of South Carolina (USC) is a great reminder to the higher education sector that communicating with young people about legacies can and should be done.

University of South Carolina: Search for ‘the face of Y’ALL’

by SOFII

Y’ALL stands for Young Alumni Leaving a Legacy and this exhibit chronicles an associated endeavour, the search for a face, or rather a couple of faces, to promote it.

University of Washington: ‘stuff the bus’ campaign.

by SOFII

‘Stuff the bus’ campaigns are fundraising events all over North America, each organised entirely by volunteers in their local towns with great success.

Updates 2015

by SOFII

SOFII updates in 2014

Updates 2015

by SOFII

SOFII updates in 2015

Updates 2016

by SOFII

Find out what’s new on SOFII in 2016

Voices for Justice newsletter, from Human Rights Watch, USA

by SOFII

This package is an excellent example of a legacy society newsletter, with its special focus on the mission-based activities that constitute true donor motivation.

Waitrose ‘community matters’ giving initiative

by SOFII

We really like this. Not only is it generous, original and inventive, it also encourages local giving to lesser known causes.

Walk the Walk: a website that puts the donor at the centre

by SOFII

Putting the supporter at the heart of a new website's message and revamping its structure has allowed Walk the Walk to revolutionise its online presence.

Want some inspirational fundraising reading?

by SOFII

Just the best books summarised, reviewed and recommended by one of your peers, to help you to have a bookshelf that you can rely on. New reviews just added...

Want to be donor-centred?

by SOFII

The Commission on the Donor Experience can help you to achieve real donor-centred fundraising. Click here to access the full CDE contents.

WaterAid’s plastic bag mailing

by SOFII

Every day in developing countries thousands of women (mainly) face the difficult task of fetching and carrying water from its source to their homes. It’s a gruelling daily duty most donors would find very hard to imagine. Could this concept be applied imaginatively to a fundraising appeal? Of course it could!

We are the SOFII One Hundred

by SOFII

​All around the world fundraisers are starting out, looking to improve, or searching for new ideas. They want to create good fundraising – successful campaigns that make donors feel great about giving. But sometimes they need a helping hand to reach their goals. These fundraisers are reaching out and offering support. Let’s celebrate them!

What do you think of this three-part website donate button?

by SOFII

Three buttons, or one? Or two, four or more?

How should we use website giving to engage donors?

What is SOFII?

by SOFII

We want to help fundraisers find the best and most useful content on SOFII (it’s all great, of course, but we like to cut to the chase). And that’s why we’ve created this short video to show you how you can make the most of the site and help you find what you are looking for.

What would fundraising be without donors?

by SOFII

A glittering treasure trove of examples of the art and science of donor relationship development.

What’s next for fundraising after coronavirus?

by SOFII

What does the future hold for fundraising after coronavirus? This report, from The Chartered Institute of Fundraising (CIoF) and THINK Consulting Solutions, explores that question in detail.

Whitney Museum of American Art: Curate Your Own Membership

by SOFII

A unique example of a membership model that allows members to select what they want based on interest and useage not on traditional demographics.

Who Gives a Crap

by SOFII

Wikimedia Foundation: how banners can enhance fundraising

by SOFII

This exhibits shows how Wikipedia have managed to involve thousands of committed volunteers to create, test and translate each banner that we see. This really is volunteer-led fundraising at its best.

WILL YOU HELP SAVE FINZ? - A unique fundraiser-to-fundraiser (F2F) appeal

by SOFII

This is the ongoing story of how the Fundraising Institute of New Zealand is running a possibly world-first matched giving DM appeal to save itself during the coronavirus pandemic.

Will you join these kind fundraisers at the heart of SOFII?

by SOFII

Who are the SOFII One Hundred? They are fantastic fundraisers from around the world – and you can find them at the heart of SOFII. Read on to discover more about this group of caring people and learn why they have chosen to help fundraisers today, tomorrow and forever.

Will you listen to your heart and help the next generation of fundraisers?

by SOFII

Today SOFII wants to celebrate a group of fantastic fundraisers – the SOFII One Hundred. Every month, they help fundraisers around the world who want to be inspired and improve their work. Keep reading to learn how you can join them.

Wishing Well Appeal: some appeal advertisements

by SOFII

Wishing Well Appeal: some appeal advertisements

Woman’s Royal Voluntary Service: Face-to-face postcard

by SOFII

This is a wonderful example of outstanding stewardship. It shows that developing a strong relationship with the donor at the earliest possible stage can significantly affect loyalty and reduce attrition in a notoriously difficult and challenging type of donor recruitment.

Womankind Worldwide: donor recruitment mailing

by SOFII

This high quality direct mail package cleverly involves donors in delivering support and practical encouragement to a real individual.

Women’s Aid: Look At Me interactive billboard

by SOFII

An innovative billboard campaign hoping to open a few blind eyes to domestic violence with a novel use of facial recognition technology.

Wood Green Animal Shelters: hungry mouths SMS Christmas campaign

by SOFII

The fundraising team at Wood Green Animal Shelters decided to be brave and try something new in their Christmas campaign – and it paid off. Their successful SMS campaign resulted in new donors and new gifts.

Wood Green Animal Shelters: urgent £3 food appeal

by SOFII

Wood Green, The Animals Charity changed their fundraising strategy and are now achieving better ROIs on their cold recruitment campaigns than ever before.

Would you like to speak at IWITOT?

by SOFII

We are always looking for new speakers to take the stage at our IWITOT events around the globe. IWITOT is a great way to grow your network and get valuable public speaking experience. 

WSPA: ‘Big bear build’ and ‘big bear rescue’ appeals

by SOFII

This campaign clearly showed donors that they were highly valued by WSPA and that their support was making a difference. Having been on a journey with WSPA rescuing the captive bears since 2006, the donors were able to see the influence they had made as well as the change they could make possible now.

WWF

by SOFII

WWF Canada: new donor questionnaire

by SOFII

This questionnaire, though a separate and distinctive part of WWF’s new donor welcome process, is an integral part of it. Great donor development in practice, and easy to emulate.

WWF Canada: welcome pack for new donors

by SOFII

Learn how to engage and retain your donors from this early example of a donor-centred welcome pack. This is a very good and highly copyable example of the genre. And, most noteworthy perhaps is that this pack has been structured and written around what the donor would want, not what the organisation wants.

WWF Canada’s press advertising, or... ‘you didn’t really approve this, did you?’

by SOFII

In the early 80s, one way WWF Canada had built its database of donors was by asking magazines to run full page black and white ads featuring endangered species. Readers were encouraged to cut out a coupon, fill it in and send it back with a contribution.

In a creative meeting with the agency who had produced the first three ads, which had been very successful, WWF decided to change the format. In a moment of inspiration, they put the cut-out ad in the middle of the page.

WWF Hungary: ‘Don’t let Danube’s wildlife be destroyed’ campaign

by SOFII

The ‘Don’t let the Danube’s wildlife be destroyed’ campaign aimed to collect donations for the protection of the Danube River, from the employees of WWF’s partner companies.

WWF integrated legacy marketing campaign

by SOFII

This is truly ground-breaking communication for fundraising. Not only did these press advertisements and posters herald a new approach to the promotion of legacies (bequests) but they were also the first ads to use jargon-free language and to talk about legacies in plain, everyday terms that any one could understand.

WWF UK: ‘Year of the Tiger’ Christmas appeal 2009

by SOFII

This campaign was wildly successful. It is an excellent example of how one appeal, with an urgent and compelling message, can be tailored to fit different types of donor. It is also integrated fundraising at its best.

WWF: Virtual reality tiger experience

by SOFII

Experiential marketing and virtual reality are a roaring success for WWF UK's Adopt a Tiger face-to-face campaign.

YMCA: ‘soft sell’ legacy advertising

by SOFII

In the mid 1980's, the YMCA offered a free legacy information service to generate a list of potential prospects...

Youth for Causes

by SOFII

Youth for Causes: stimulating fundraising in Singapore

by SOFII

In this innovative exhibit, a partnership between Citigroup and YMCA Singapore demonstrates the power of youth.

Youthreach: ‘if I were rain’ publishing for a good cause

by SOFII

This book poignantly captures how children retain their intelligence and innocence despite the most trying circumstances. This book transforms lives. And raises money too.