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

WaterAid's proposition, which ran unbeaten for many years until recently, was "Give water. Give life. Give £2 a month." Again, an artful distillation of its case for support, made even more relevant to its audience by the insertion of the message into every household's water bill.

External influences on your work can be rich seams to mine for propositions. The RSPCA involved its supporters in fighting for a change in the law that would allow the organization's inspectors to intervene when they saw evidence that might lead to an animal suffering (previously by law they would have to wait until the animal was actually suffering).