Foundations of Fundraising
Oxfam’s press ads from the 1950s and 60s
![](https://classy-cobra.transforms.svdcdn.com/production/images/Case_Studies/Press_Advertising/6520-oxfams-press-ads-from-the-1950s-and-60s-new-hero.png?w=640&auto=compress%2Cformat&fit=crop&dm=1646903782&s=7dd34cd5004aac5b0a1c959b9d844c38)
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.
Read moreRNLI: the legacy letter
![](https://classy-cobra.transforms.svdcdn.com/production/images/Case_Studies/DM/3312-the-rnli-legacy-letter-hero.jpg?w=640&auto=compress%2Cformat&fit=crop&dm=1658400447&s=a8838bfe5314287005bd3c06e9da38a2)
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
![](https://classy-cobra.transforms.svdcdn.com/production/images/Case_Studies/Best_of_the_best/hero-3231-station-wdcn.png?w=640&auto=compress%2Cformat&fit=crop&dm=1703827083&s=f07d0caa2bcc2ec81e363458cde23aab)
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
![](https://classy-cobra.transforms.svdcdn.com/production/images/Case_Studies/Legacies/hero-24451-great-ormond-street-hospital.png?w=640&auto=compress%2Cformat&fit=crop&dm=1714617995&s=fe7e3af5f47a1b3c4b41daad6cb146c5)
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
![](https://classy-cobra.transforms.svdcdn.com/production/images/Case_Studies/Best_of_the_best/1429-rspb-brand-stretch-work-new-hero.png?w=640&auto=compress%2Cformat&fit=crop&dm=1671427312&s=5b4d022e23d3d2a9a5d1ee5b518c8ad7)
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’
![](https://classy-cobra.transforms.svdcdn.com/production/images/Case_Studies/Basics-of-fundraising/hero-2043-feed-the-childrens-baby-box.png?w=640&auto=compress%2Cformat&fit=crop&dm=1703748106&s=6c23dd8b3fcd14efde3e30258c427bbd)
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
![right to ask creative](https://classy-cobra.transforms.svdcdn.com/production/images/Case_Studies/Campaign-for-social-change/48FdnCB1.jpg?w=640&auto=compress%2Cformat&fit=crop&dm=1402912494&s=313d0f1dcdea349ed5c2bd7cb22eaa73)
by SOFII
This brave, important campaign broke new ground in public education in Poland and raised money too.
Read moreOperation Raleigh: toilet paper mailing
![Roll of toilet paper](https://classy-cobra.transforms.svdcdn.com/production/images/Case_Studies/All_time_greats/23Ral1-450x349.jpg?w=640&auto=compress%2Cformat&fit=crop&dm=1401875180&s=bf82c68227e2bd32eabe3c274f92a81f)
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
![](https://classy-cobra.transforms.svdcdn.com/production/images/Articles/Ken-Burnett-archive/hero-3789-botton-village.png?w=640&auto=compress%2Cformat&fit=crop&dm=1703214493&s=198e1d50e82b5d7fe1126a237eb235ab)
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
![](https://classy-cobra.transforms.svdcdn.com/production/images/Articles/Ken-Burnett-archive/hero-10169-greenpeace-frontline-launch.png?w=640&auto=compress%2Cformat&fit=crop&dm=1703215352&s=0788c2d207bb05b67bec736410838f0f)
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
![](https://classy-cobra.transforms.svdcdn.com/production/images/Case_Studies/Best_of_the_best/hero-715-dogs-trust-sponsor-a-dog.png?w=640&auto=compress%2Cformat&fit=crop&dm=1703827408&s=c15b4af54e2ce760c55e289dcc3a989b)
by SOFII
One of the most imaginative, instructive adaptations of the concept fundraisers have dubbed ‘the best fundraising proposition of all time’.
Read more