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

Exhibited by
August 29, 2009
Medium of Communication
Direct mail.
Target Audience
Type of Charity
Poverty/social justice.
Country of Origin
Date of first appearance

SOFII’s view

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.

Mal Warwick

Partners for the Future will ensure that the Southern Poverty Law Center is there to help the victims of injustice and intolerance in the future by extending their support beyond their own lifetimes. The SPLC’s long-term financial strength will be built in significant part by charitable bequests and other planned gifts.


The Southern Poverty Law Center, based in Montgomery, Alabama, is a nonprofit civil rights organisation dedicated to fighting hate and bigotry and to seeking justice for the most vulnerable members of society.

Founded by civil rights lawyers Morris Dees and Joseph Levin Jr in 1971, the SPLC is internationally known for tracking and exposing the activities of hate groups. Their innovative ‘teaching tolerance’ programme produces and distributes – free of charge – documentary films, books, lesson plans and other materials that promote tolerance and respect in American schools.

The SPLC was founded to ensure that the promises of the civil rights movement became a reality for all. Since it was started, SPLC has won numerous landmark legal victories on behalf of the exploited, the powerless and the forgotten. 


SPLC’s work is made possible by the generosity and commitment of thousands of supporters across the USA. Their lawsuits have toppled institutional racism in the southern states, bankrupted some of the nation’s most violent white supremacist groups and won justice for exploited workers, abused prison inmates, disabled children and other victims of discrimination.

SPLC also have a monthly giving scheme – Friends of the Center. Their generosity helps the SPLC maintain a steady, reliable source of income to fund crucial efforts. Because the Friends’ support is so closely linked to SPLC’s success, they receive a special ‘insider’ view of the organisation’s work and no longer receive additional requests for donations.