The direct mail, door drops and household deliveries showcase

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Congratulations! You’ve just found the world’s best and biggest collection of fundraising direct mail, right here on sofii.org. There are more than 160 detailed case histories and articles here for you to learn from, crib from, adapt or copy. And lots more besides. Enjoy!

Click here for the full contents and index for SOFII’s direct mail showcase. 

The summary report of the Commission on the Donor Experience into direct mail fundraising can be found here.

Association of International Cancer Research: Inspiring Stories Book

AICR’s Inspiring stories book.

by SOFII

By creating real, personal, one-to-one conversations, AICR not only inspired their supporters, they also made them feel as though they really cared.

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The Children’s Hospital Trust operating theatre complex campaign

by SOFII

This is a good example of how different types of fundraising can work alongside one another to create a successful campaign with a broad appeal.

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The 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.

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How I wrote it: the ActionAid iguana letter

by Fergal Byrne & Aline Reed

In the third of SOFII’s series of interviews with leading fundraising writers, Aline Reed, creative director at Bluefrog in London, talks to Fergal Byrne about a fundraising appeal letter that she wrote in 2005 for ActionAid, as part of their long-running mid-value donor programme. Here, Aline explains her approach to writing stories that move donors to action and takes us step by step through the letter.

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British Red Cross: the £7.7 billion appeal that changed British fundraising forever

by SOFII

The Duke of Gloucester’s Red Cross and St John Appeal Fund is the largest charitable fund in the history of British fundraising, raising the equivalent of £7.7 billion. This monumental exhibit should be read by all.

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Reverse Book Club cold acquisition pack: Books change lives

by SOFII

Book Aid International’s latest donor acquisition mailing package, created by them with UK marketing and communications agency Catalyst.The outer enve…

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Centrepoint ‘sponsor a room’: donor acquisition

by SOFII

This exhibit is proof that traditional direct response fundraising can still work in the current fundraising climate. It demonstrates simple yet effective press advertising combined with a clever use of digital technology.

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How I wrote it: the Sharp HospiceCare conversion letter

by Fergal Byrne & Tom Ahern

In the first of this SOFII series of interviews with leading fundraising writers, Fergal Byrne talks to Tom Ahern about a letter he wrote in 2002 for Sharp HospiceCare. Here Tom tells Fergal how he wrote this letter, explains his approach and takes us through the letter step by step.

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The Bruce Barton letters: 22 classic direct mail appeals

by Ken Burnett

If you are new to SOFII, or an old hand, please have a look at some great fundraising letters you’ll love. Written by Bruce Barton over many years, they are priceless examples of the craft of writing fundraising letters.

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Book Aid International: the Reverse Book Club

by SOFII

RBC is just like a normal book club, only its members never receive the books – instead each month four books are sent on each member’s behalf to people in the developing world. Donors love this scheme for its tangible accountability. For a small weekly outlay that most will never miss, they can see what their help is achieving and can readily imagine the impact of their gift, month after month, on small children and struggling students, eager to learn and to work their way out of poverty.

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