Lon­don, 2012

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.

Alan Clayton

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.

Alan Clayton presents Amnesty International: the pen pack.

Julie Weston

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?

Julie Weston presents Plan International UK’s ‘prospecting’ campaign

Andy Harris

This fun and lively event encourages men to grow a moustache, find out more about men’s health and raise money for prostate cancer research and education and awareness of men’s health issues.

Andy Harris presents The Movember moustache-growing campaign for men’s health

Reuben Turner

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

Reuben Turner presents Motor Neurone Disease Association – John’s journey

Lucy Gower

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

Lucy Gower presents Send a Cow: thank-you drive

Alison McCants

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.

Alison McCants presents PCRF: fundraising from beyond the grave

Aline Reed

What an achievement for Great Ormond Street Hospital’s fundraisers during the Second World War, someone kept their mailing for 70 years.

Aline Reed presents Great Ormond Street Hospital Christmas mailing in 1941

Rebecca Mauger

It’s more than 25 years since this remarkable event, so we thought it was about time we put it on SOFII. 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.

Rebecca Mauger presents The history of Live Aid

Charlie Hulme

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.

Charlie Hulme presents UNICEF India: the ‘tele-facing’ campaign

Imogen Ward

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.

Imogen Ward presents I CAN: the ‘adopt-a-word’ campaign

Liz Tait

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.

Liz Tait presents Greenpeace International: the reinvention of face-to-face fundraising

Tobin Aldrich

This ad is a classic. Created by the legendary Harold Sumption in the late 1970s, it embodies one of the most direct and hard-to-resist fundraising propositions, ‘Make a blind man see’. It is a brilliant example of fundraising communication at its best.

Tobin Aldrich presents Help The Aged ‘make a blind man see’ press advertisement

Kevin Waudby

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.

Kevin Waudby presents Kiva: person-to-person micro-lending

Ruth Ruderham

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.

Ruth Ruderham presents the Save the Children: Gaza ceasefire SMS campaign

Craig Linton

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.

Craig Linton presents Botton Village: giving donors choices

Karin Weatherup

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.

Karin Weatherup presents the Amnesty International UK: press ads that shook a nation

Reuben Steains

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

Reuben Steains presents Medicos Sin Fronteras: medicine for someone else’s pain

Rachel Beer

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

Rachel Beer presents The World’s Biggest Coffee Morning, by Macmillan Cancer Support