Foundations of Fundraising
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.
Read moreStation 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.
Read moreGreat 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.
Read moreRSPB: 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.
Read moreFeed 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.
Read moreCure 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.
Read moreThe 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.
Read moreOperation 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.
Read moreBotton 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.
Read moreGreenpeace Frontline: launch of a high level monthly giving scheme
by Charlotte Grimshaw
This was an early monthly giving scheme by Greenpeace UK. Within a short while, one fifth of all its income was coming from Frontline members.
Read moreDogs 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’.
Read moreA tribute to Terry A Murray
by George Smith
Terry Murray was a founder, former chairman and chief executive officer of Downes Murray International, the largest fundraising consultancy in South Africa. Terry started out in direct mail fundraising in 1962, building a company that went on to win international awards in the USA, Britain and Europe. The direct mail programmes run by DMI raise millions of rands each year not only from within South Africa but also from overseas donors.
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