How I wrote it: Mal Warwick on his letter for the Union of Concerned Scientists

by Fergal Byrne & Mal Warwick

A new interview from Fergal Byrne gives a fascinating insight into a master fundraiser at work: Mal Warwick. In it he describes how he wrote the letter that, in one form or another, was used to recruit new supporters for the Union of Concerned Scientists in the USA over many years.

The National Asthma Campaign: straws mailing

by SOFII

This revolutionary pack features an irresistible involvement device, an easily detachable plastic drinking straw that readers are invited to detach, open and breathe through for less than a minute. It is an imaginative way of involving recipients and enabling them to feel for themselves what it’s like to live with asthma.

Amnesty International: the letter in the pen pack

by Ken Burnett

Now on SOFII, one of the letters that was sent with the legendary Amnesty pen pack. This moving example of fine writing was written specifically for women and sent to women only.

Guide Dogs NSW/ACT*: ‘tea for two’ appeal

by SOFII

A double award-winner from the Guide Dogs of New South Wales that surpassed previous appeals not only in money but in showing how that the organisation does so much more for blind people, young and old, than training dogs: adorable as they might be.

RNLI: train one, save many campaign

by SOFII

A campaign from RNLI with a simple but powerful theme, message, image and call to action.

The Salvation Army: UK Christmas appeal

by SOFII

Some donors have rational reasons for giving, some have emotional reasons and some go on a journey. Our strategy was to model this behaviour, to take the insight and analysis to new levels of understanding.

AARP (formerly the American Association of Retired Persons): legacies booklet and newsletter

by SOFII

This booklet and newsletter were the centerpiece of a direct marketing legacy promotion programme. Given the huge size of the AARP membership and the substantial range of interests and abilities, Mal Warwick Associates opted to organise the multi-faceted legacy programme illustrated in these materials.

Please note: This exhibit is "under construction"

Charter 88: the ‘buy-out’ letter

by SOFII

Is candour just too dangerous a commodity for charities?. This simple mailing achieved Charter 88's best ever response in its early days.

Seeing Eyes for Blind People: sponsor a puppy who’ll grow into a seeing eye dog

by SOFII

This classic direct mail appeal uses a simple questionnaire as an involvement device. Also of note is the way that the proposition has been cleverly tailored to appeal to its Australian audience.

HEKS charity shop Switzerland: virtual but not traditional gifts

by SOFII

This first exhibit to come to SOFII from a Swiss fundraising organisation could hardly be better. This campaign was created to give donors an option to buy a virtual Christmas gift, the money raised from which benefits disadvantaged people overseas and in Switzerland.