Best of the best showcase

Many times we’ve been asked ‘How do I find the very best of SOFII’s exhibits?’ So look no further, the best of the best are right here. This section honours fundraisers who have really made a difference by creating campaigns that have changed the way we do what we do. If you know of a fundraising promotion or campaign that really was an industry game-changer, please submit it today to be considered for a place amongst the best of the best.

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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.

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RNLI: Britain’s first-ever street collection, 1891

by Carolina Herrera

An appalling loss of life in 1886 leads to the invention of a fundraising classic that's still raising millions today. A horrific double tragedy brought about Britain’s first-ever street collection for a charitable cause. It was a significant milestone in the history of voluntary action in the UK and elsewhere.

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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.

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RNLI: the legacy letter

by SOFII

This letter raised £millions. It is a classic example of a direct appeal to supporters for information to help plan for future income. An example of a candid, plain-speaking, respectful letter to remind supporters that RNLI relies heavily on legacy income to fund their work.

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

mail pack

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.

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RSPB: brand stretch work

RSPB Pack shot

by SOFII

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

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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 i…

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Botton Village: giving donors choices

What can you do for Botton Village? reply form.

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.

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Dogs Trust: sponsor a dog

Dog's trust poster

by SOFII

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

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WWF integrated legacy marketing campaign

WWF legacy marketing materials

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.

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The Greenpeace legacy beer mat

The Greenpeace legacy beer mat, front

by SOFII

This is the copy line that every writer wishes he or she had written. If half the challenge with legacy marketing is how do you raise this delicate subject with donors, then this brilliant promotion hits every button perfectly. I’ve always believed that the fact it’s an advertisement on a beer mat is almost entirely incidental to its brilliance, though it is characteristic of Greenpeace that this is how they would choose to deploy such a fantastic idea. Without doubt, this is a fundraising classic. NB see also ‘lessons’, below.

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Multiple Sclerosis Society, Holland: television commercial

Video icon

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.

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