The direct mail, door drops and household deliveries showcase

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Welcome to the world’s best swipe file for direct mail packs!
Despite greatly exaggerated claims of its impending demise, direct mail remains by a long way the fundraiser’s preferred method of getting and keeping in touch with supporters, perhaps less than in the past for acquisition, but increasingly for donor relationship building and development.

Now with new regulations designed to put donors in control of their data there’s an emerging opportunity for fundraisers to put best-quality data management at the heart of donor communication strategies. Fundraisers’ legitimate interest to communicate with all supporters via direct mail seems set to ensure that this most potent of fundraising’s tools will be given renewed importance in coming years.

After all, who doesn't love to get a really great letter, bursting with impact and energy, telling with power and passion a gripping, moving story of how you can easily, effectively make a lasting difference to an issue you care deeply about? Wouldn't your heart soar to receive such a thing?

That's why direct mail works so well, for new donors as well as established friends.

In this special showcase SOFII readers will find literally hundreds of detailed examples of direct mail, showing what works and what doesn’t. Including SOFII Stars, highlighting some of the world’s best. Also look out for brilliant direct mail from 800 years ago. Plus Lisa Sargent’s thank-you letter clinics.  And don’t miss Jerry Huntsinger’s 55 special tutorials on how to make direct mail work for you.

You can find a list of all the case studies and articles on direct mail fundraising here.

WWF: Year of the Tiger Christmas appeal 2009

This is the appeal that was sent to all WWF core donors. This was the most successful appeal in the organisations history.

by SOFII

This is an excellent example of how one campaign with an urgent and compelling message can be tailored and shaped to fit different types of donor.

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Shelter’s Joan and Rudy pack: a pet dog helps homeless old people

by Chris Barraclough

The creators of this direct mail pack from Shelter read the cause and its audience brilliantly and went on to smash its targets.

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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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RSPB: a letter to the future

by SOFII

How do you engage people in your cause, grab their attention and encourage them to stand alongside you on an issue of national importance? Not easy, we think. But here’s a brilliant example of a national conservation charity doing just that, very successfully.

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EveryChild Gift Aid ‘mop-up’ campaign

by Matthew Sherrington

For any UK charity, reclaiming tax on donations going back the last four years could be a huge windfall. EveryChild’s average Gift Aid claim was £165 per response.

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Oxfam Canada: the ‘threads of change’ campaign

Oxfam’s donors messages of hope.

by SOFII

The ’threads of change’ campaign from Oxfam Canada gave their donors the chance to do more than just send money to a cause they love. They were able to send messages of hope to Oxfam projects all over the world.

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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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Breakthrough Breast Cancer: ‘touch look check’ campaign

The leaflet.

by SOFII

This campaign successfully united two aims: to increase knowledge of the warning signs of breast cancer and recruit a large number of regular givers.

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St Michael’s Hospital Foundation: data-based planned giving campaign delivers heavenly results

Some of the teams and work that St Michael’s generous donors help.

by SOFII

St Michael’s Hospital Foundation’s in-depth analysis and profiling of their donor lists has gone a long way towards answering the oft-repeated question: are we marrying the needs of the donor with the needs of the cause in order to achieve a common goal? 

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Friends of the Earth: the Bee Cause

by SOFII

This extremely important campaign from Friends of the Earth perfectly integrates fundraising and genuine participation, through beautifully produced and interesting involvement devices, both online and offline.

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