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.
The Salvation Army: the ‘for God’s sake care, give us a pound’ campaign
by SOFII
In this campaign the Salvation Army revealed the urgent need of people who had fallen off the edge of society. Their shocking photographic campaign sought to jolt people into action with the hope of raising £1 million.
Read moreLessons for fundraisers from yesterday’s cigarette advertising: instructive campaign images from the 1930s, 40s and 50s
by Ken Burnett
This article has been on SOFII for some time, but I have a feeling we didn’t actually tell anyone. We hang our heads in shame and urge you to check out some astonishing cigarette adverts – and what campaigners and fundraisers can learn from them.
Read moreKids Help Phone: buy a kid some time
by SOFII
This exhibit demonstrates how a simple but powerful message combined with a comprehensive integrated campaign strategy can secure real success.
Read moreThe 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.
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 moreThe elephant man: a fundraising success story from 1886.
by Ken Burnett
The extraordinary story of how a successful fundraising appeal transformed the final years of one of the most tragic and moving figures of the Victorian age.
Read moreAmnesty International: the shame Shell campaign
by SOFII
This exciting exhibit from Amnesty International UK reveals new and innovative ways to keep your donors at the heart of your next campaign.
Read moreYMCA: ‘soft sell’ legacy advertising
by SOFII
In the mid 1980's, the YMCA offered a free legacy information service to generate a list of potential prospects...
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.
Read moreRNLI: ‘He’ll face…All we ask of you’ press insert
by SOFII
Stained with the passage of time and perhaps more than a little carelessness, the face looking out at the reader from this single sheet insert has nevertheless lost nothing of its strength and power to impress. The simple direct proposition makes this one of the classic fundraising offers of all time.
Read moreDobrota Foundation: ‘everyone can be a philanthropist’ campaign
by SOFII
This massively ambitious multi-media campaign generated results that speak for themselves. It shows what can be achieved with vision and commitment, even in an emerging market.
Read moreAmnesty International Australia: David Hicks press insert 2007
by SOFII
The clever presentation of a compelling message and the chance for involvement in a campaign that could make a real, tangible difference presented AIA…
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