Press advertising, off-the-page and inserts
Though it has declined in importance for fundraisers in recent years there are many markets where there’s impressive potential for press advertising to make a significant comeback. This section features some of the most effective press advertising of all time, from the great Amnesty and Oxfam ads of yesteryear to today’s stunning ads for Bhopal.
Common Cause: the birth of modern citizen advocacy.
by Roger Craver
It’s hard to believe that in 1970s America women could not get their own credit cards when they graduated from school unless their husband or father was willing to sign for it.
Read moreAide et Action: press ads/thank you methodology
by SOFII
A simple idea for 'start-up NGOs' based on true donor relationship building. What's really significant here is the way that Aide et Action's CEO cultivated and encouraged press involvement and support, so that they were were only too willing to help with donations of free advertising space.
Read moreOxfam: The Hunger £ Million Campaign
by SOFII
The Oxfam Hunger £ Million Campaign is a great example of press advertising that gives an urgent need and a clear call to action. It raised £1,000,000 in three months in 1963. How much would that be worth today? Guess which ad made a SOFII volunteer jump.
Read moreHEKS 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.
Read moreUNICEF: the Change for Good® campaign
by SOFII
For more than 15 years UNICEF has raised many, many millions for the world’s poorest children from the simple but brilliant idea of collecting travellers’ unwanted foreign coins.
Read moreChristian Aid: text for nets
by SOFII
This exhibit is a great example of modern fundraising. While there is a lot of talk about fundraising by text messages, rarely do we find an appeal that makes it so easy, so compelling and so tangible.
Read moreReprieve’s campaign for justice for Linda Carty: ‘death’s waiting room’
by SOFII
This compelling exhibit from Reprieve shows how to make a dramatic and powerful statement to attract public attention to your cause. The exhibition replicates the real death row cell of British grandmother Linda Carty, now facing imminent execution in Texas.
Read moreDove: the Campaign for Real Beauty and Dove Self-Esteem Fund
by Carolina Herrera
Here’s a company using exactly the same tactics that charities use to campaign for social change while, of course, rather effectively selling its prod…
Read moreWood Green Animal Shelters: urgent £3 food appeal
by SOFII
Wood Green, The Animals Charity changed their fundraising strategy and are now achieving better ROIs on their cold recruitment campaigns than ever before.
Read moreAmnesty International UK: additional information on ‘the press ads that shook a nation’
by John Baguley
Provided by John Baguley
Read moreJewish Care: the Post-it note campaign
by SOFII
The ideas that look most obvious and the execution that looks so easy and straightforward of course rarely are. There’s no such thing as simple creativity. But here is a great idea executed with flair so as to be instantly clear and appealing.
Read moreCasa Speranti Edelweiss campaign
by SOFII
Public fundraising is an increasingly important but still emerging activity in Romania. Here Casa Speranti correctly identified the power of linking their fundraising initiatives to the church.
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