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

Propositions like this can work in any media — and in different cultures, too. In 1997, the Ethiopian branch of a small charity, Canadian Physicians for Aid and Relief, was working to replant trees in Ethiopia to counter the damaging effects of deforestation. This was the first time direct-mail fundraising was attempted in Ethiopia, but the proposition that a donation would plant a tree brought a fantastic response rate. You can read the fascinating story behind this campaign on the SOFII website.