Capital campaigns
Carefully structured and well-coordinated capital campaigns can raise substantial sums of money and deliver on donor satisfaction too. In this showcase, we feature a selection of capital appeals that have made a real impact and generated critical funds for charities large and small. If you know of a great capital campaign that you think we should be featuring, let us know by emailing carolina@sofii.org.
Pasqual Maragall Foundation: ‘A piece of news to be remembered’
by Júlia Padullés Mas
With their first-ever capital campaign, this Spanish charity delivered something very special. An emotive concept, a moving video, well executed landing pages and strong messaging to donors all helped to ensure their target-beating success. If you’re planning a similar appeal, you’ll find plenty of tips here!
Read moreFrom the Myth Smashers: Do donors really love having a brick with their name on it?
by Kellie O’Sullivan
When it comes to capital campaigns, 2022 Myth Smashers winner Kellie O’Sullivan isn’t sure putting your donor’s name on a brick is strictly necessary. She thinks it’s less about the brick and mortar or the physical building – and more about ‘building’ a legacy that lays the foundations of community, connection, and collaboration.
Read moreWilliam Quarrier – the most determined fundraiser of all time?
by Simon Burne
Be inspired by the most determined fundraiser of all time. Using an approach not designed for the faint-hearted, William Quarrier went into a room full of wealthy people and walked out with enough money to fund a village for homeless children in Glasgow. But how did he do it? And what can we learn from this fundraising superstar?
Read moreHumber River Hospital Foundation: Direct mail appeal featuring Humbert
by John Lepp
It's amazing how many capital campaigns bewilder donors with architect’s drawings, graphs and complicated giving levels. But Humber River Hospital Foundation turned their backs on stuffy institutional instincts and introduced Humbert – their storyteller supreme. Meet him here and see the fabulous appeals that achieved 33 per cent growth in giving in less than a year.
Read moreSave the Children: Buy a brick capital appeal
by Reuben Turner
This warm appeal from Save the Children beat its target by over £150,000 and acquisition approached break-even. Clinics were built and children’s lives were saved.
Read moreNational Trust: recruiting members by the millions
by Aline Reed
Discover the story of Octavia Hill, an amazing fundraiser and co-founder of the highly successful and respected charity – the National Trust.
Read moreThe Owl and Monkey Haven: appeal for two lonely capuchins, Martin and Lulu
by SOFII
This appeal for the happiness of Martin and Lulu, two lonely capuchin monkeys is charming, honest, urgent and authentic. It captured the attention of supporters across the UK and beyond and is an example of fantastic storytelling without forgetting the ‘ask’.
Read moreWSPA: ‘Big bear build’ and ‘big bear rescue’ appeals
by SOFII
This campaign clearly showed donors that they were highly valued by WSPA and that their support was making a difference. Having been on a journey with WSPA rescuing the captive bears since 2006, the donors were able to see the influence they had made as well as the change they could make possible now.
Read moreGreat Ormond Street Hospital: Christmas mailing from 1941
by Aline Reed
This direct mail appeal from 1941 has everything. Charm, courage, dedication and, perhaps most importantly, it is brilliantly innovative too. Plus, how many mailings have been preserved for 70 years and then end up being sold? Find out more in this great case study.
Read moreThe Wishing Well Appeal for Great Ormond Street Children’s Hospital
by SOFII
It's difficult to do justice to a capital campaign as wide, and complex. This is a condensed summary of a major capital campaign which, at the time, was the largest appeal ever mounted in the UK.
Read moreLongstowe Church, Cambridgeshire, UK: restoration appeal
by Anthony Clay
‘Recession? What recession? It all goes to show that good fundraising still works, recession or not.’ How a tiny congregation in rural England raised the huge sum needed to restore their splendid church.
Read moreNSPCC: the Centenary Appeal, setting the gold standard in major campaign fundraising, from 1984
by SOFII
There are few really transformational moments in fundraising history and this exhibit sets out to capture one of them. The NSPCC’s Centenary Appeal campaign in 1984 propelled fundraising practice in the UK and Europe forward in one giant leap.
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