Best of the best showcase

Many times we’ve been asked ‘How do I find the very best of SOFII’s exhibits?’ So look no further, the best of the best are right here. This section honours fundraisers who have really made a difference by creating campaigns that have changed the way we do what we do. If you know of a fundraising promotion or campaign that really was an industry game-changer, please submit it today to be considered for a place amongst the best of the best.

You can find a list of all the case studies and articles that make up SOFII's best of the best here.

SOFII’s best of the best showcase - introduction and contents

by SOFII

This showcase collates all the greatest fundraising campaigns currently on SOFII. Be prepared to be inspired and amazed by the very best fundraising ever. And you can suggest other appeals or projects that resonated with you as well.

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NSPCC’s Full Stop campaign - SOFII’s view

by Ken Burnett

As we come to the end of the story of the NSPCC's unparalleled Full Stop campaign, SOFII founder Ken Burnett shares his praise for such a powerful, donor-focused appeal.

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Pure gold – the 34 fundamental foundations of fundraising

by Ken Burnett

Of all the nuggets of essential fundraising knowledge buried within all the lists, books and articles ever written, which would be the one list, that you’d choose to hang directly above your space, your workplace? This is that list. 

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Bhopal Medical Appeal: press advertisements

by Indra Sinha

On one awful night in 1984 the Union Carbide factory in Bhopal, India exploded sending clouds of poisonous gas across the city that would kill tens of thousands of people and inflict misery and suffering on future generations. Thus began the Bhopali people’s search for justice and treatment, which led to the founding of the BMA, whose advertisements have become the symbols of a crime that, more than 25 years later, still inflicts unimaginable suffering and still goes unpunished. The Bhopal Medical Appeal campaigns to change this, through its fundraising.

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CPAR: ‘plant a tree in Ethiopia’ mailing

by SOFII

Ethiopia has to be one of the most difficult fundraising markets in the world. Yet this pack produced results that most more sophisticated fundraisers can only dream of.

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Ryton Gardens: recyclable mailing

Ryton Gardens DM appeal

by SOFII

Ryton Garden’s famous recyclable mailing is one of the best ever examples of the benefits fundraisers can realise when they show that they really understand their donors.

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Greenpeace’s optimistic tick-box suggestion: the ‘Stop Thorp’ campaign court case mailing

Greenpeace's high risk form paid off handsomely.

by Carolina Herrera

This exhibit works on many levels. At first glance the reply form opposite looks innocuous enough but really it’s a brilliant illustration of how, in times of need, donors will respond warmly to help a cause when it is clearly in trouble.

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UNICEF: 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.

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Help the Aged: ‘you have this gift’ direct mail pack

Letter

by SOFII

Both the text on the envelope and the incentive in this classic direct mail pack from the 1980s have been copied frequently.

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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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