'And I Should Support You ... Why?'

"A classic example of a beautifully simple and effective case for support was Help the Aged's press ad, 'Make a blind man see — £10,' which was created by the legendary fundraiser Harold Sumption and ran for many years during the 1990s," she adds. "Those six words tell you all you need to know."

There are many classic fundraising propositions like this, picking a particular aspect of the charity's work, while others embrace the whole of an organization's work just as succinctly.