The direct mail, door drops and household deliveries showcase

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.

Mencap: Christmas appeal

by SOFII

This is a colourful, well-designed appeal that makes very good use of an attractive and appropriate involvement device to raise more money – and make donors feel good.

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Muscular Dystrophy Group: envelope test

by SOFII

In tests, when groups of fundraisers were asked, ‘which of these five envelopes do you think would provoke the best response?’, they almost invariably opted for the letter that looks most like a letter from a friend.

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Womankind Worldwide: donor recruitment mailing

13 year-old bride Aberash, from the front page of the leaflet.

by SOFII

This high quality direct mail package cleverly involves donors in delivering support and practical encouragement to a real individual.

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Greenpeace 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.

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The National Campaign for Tolerance: The Wall of Tolerance appeal

by Mal Warwick

The Southern Poverty Law Center is a hugely impressive organisation. It’s also an organisation that many donors feel most passionately about. This is one of the most moving and long-lasting donor involvement campaigns in the USA and represents some of the best that the direct marketer’s art can produce.

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RSPCA New South Wales: project Guardian Angel

by SOFII

This is a charming appeal with wonderful photography and a great one-off proposition. Milo (that’s him opposite) could have been adopted several times over just by the SOFII office alone!

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Lawrence Park Community Church: appeal for a sign

by SOFII

When the church needed a sign the preacher didn’t ask God, instead he appealed to his parishioners and lo, a sign was forthcoming. More appropriately, the preacher set his sights on one single parishioner.

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Greenpeace UK’s ‘forget it’ pack reactivation mailings

by SOFII

It’s easy now to forget that as recently as 20 years ago giving by direct debit was a comparative rarity. The paradigm for most fundraisers with large donor bases was the annual renewal cycle. This is the first mailing from a particularly good example of a renewal series, from Greenpeace UK.

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Longwood Gardens direct mail membership acquisition pack

by SOFII

Colourful and creatively appealing, this package is also a textbook example of good direct mail acquisition practice.

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Children’s Wish Foundation: the power of a story

by SOFII

All nonprofits need to tell stories. Through storytelling you will build deeper connections with your supporters and, ultimately, raise more money for your cause.

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Dogs Trust: sponsor a dog

Dog's trust poster

by SOFII

One of the most imaginative, instructive adaptations of the concept fundraisers have dubbed ‘the best fundraising proposition of all time’.

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Jerry Falwell’s Liberty Alliance: emergency appeal for cash

letter excerpt

by SOFII

Whether or not one agrees with the ‘achievements’ and ‘aspirations’ contained within the letter, it has to be said that they have been given forcefully and with emotion. This is a real battle cry.

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