Timeless fundraising campaigns from around the world

By Margaret Battistelli Gardner

Special characteristics: For the first time, a real free plastic pen was enclosed with a fundraising mailing in the U.K.

Influence/impact: This was, as far as we know, the first-ever occasion when a free pen was included in an acquisition mailing, in the U.K. at least. So this was the pack that launched a fashion and a thousand (or more) rather inferior copies. But that doesn't do this innovative and hugely effective pack justice. It is also a beautifully crafted,  brilliant and passionately written piece of communication — fundraising direct communication as it should be.