Special focus: Successful fundraising campaigns – & what makes them stand out

We asked fundraising experts from across Europe to share a campaign from their country that they admire, with their thoughts on what makes it a success. From legacy fundraising to crisis response, here are seven standout campaigns from charities including Médecins Sans Frontières Austria, the Polish Red Cross and Spain’s Fundación Unoentrecienmil.

What makes a fundraising campaign stand out to experts in the field? To showcase some of the best campaigns around Europe, we asked fundraising specialists from seven countries to share a campaign that they deem worthy of notice and to explain why.

Providing insights into successful fundraising campaigns from around Europe are: Austria, Finland. Norway, Poland, Spain, Sweden, and the UK.

What stands out among these campaigns is their authenticity, and the ability to communicate often difficult messages through excellent storytelling that resonates. Some are praised for their innovative approaches and creativity, others for their targeting, but all of them do the fundraising basics well.

Here’s what our experts chose.

 

 

       

Austria: A legacy campaign that radiates authenticity

Chosen by: Benjamin Zessner-Spitzenberg, legacy fundraiser, Doctors Without Borders / Médecins Sans Frontières Austria

One of the most noteworthy legacy fundraising campaigns from Austria in the past year comes from the NGO Jugend Eine Welt. It is the first time that an Austrian organisation has launched a legacy campaign with dedicated billboard advertising – an innovative and courageous step in a field where public visibility is still rare.

The campaign used a multichannel approach: large-scale posters in public space, a print campaign, a YouTube Clip, etc. At its centre is the well-known Austrian actress and long-time supporter of charitable causes Chris Lohner, whose presence lends authenticity and trust.

The message is simple and memorable – “Das letzte Hemd hat keine Taschen” (“You can’t take it with you”). Legacy giving is becoming more accepted in Austrian society, but it remains a sensitive topic. That’s why it’s so remarkable that Jugend Eine Welt invested both budget and courage to bring it into the public eye in such a direct and visible way.

What I personally admire is the warmth and authenticity it radiates. Chris Lohner, who has been a familiar face in Austrian media for decades, lends not just her face, but her personal story: “I’ve been very lucky in life – and I want to give something back.” This human connection, combined with clear messaging and multi-channel rollout, makes the campaign a benchmark for legacy fundraising in Austria.

The campaign also won the Austrian Fundraising Award 2024 in the category “Fundraising-Spot of the year”.

More information (in German) here.

_____________________________

 

Finland: Successful handling of a difficult topic

Chosen by: Tessa Robertsson, communication & advocacy coordinator, Finnish Fundraising Association

‘The HERitage campaign, launched by the International Solidarity Foundation in collaboration with United Imaginations, tackles an extremely sensitive and difficult issue: female genital mutilation (FGM). The task was to create a marketing strategy that made this distressing issue approachable without being overwhelming, while also avoiding the pitfalls of exploitation or victimhood.

A key innovation of the campaign was the rebranding of donations under the concept of “Liity väkeen” (Join the Cause). This reframing meant that donors were not just giving money, but joining a collective, proud movement working to end violence. This subtle yet powerful reframing helped balance the need for sensitivity with a call to action that felt both impactful and inviting. The campaign also managed to take a highly sensitive and international topic and make it relatable, demonstrating that tackling global issues requires thoughtful, empathetic communication.

The success of The HERitage campaign lies not just in its execution but in its results. It was awarded Finland’s Fundraising Act of the Year for its brilliant handling of a difficult subject. The campaign’s judges praised its nuanced approach, balancing the sensitivity of the issue with a clear and direct message. Despite the international scope of the issue and its emotional weight, the campaign reached its audience in a way that resonated deeply, proving that when done correctly, difficult conversations can not only be had but can also lead to powerful, meaningful action.

_____________________________

 

Norway: A campaign that has created one of fundraising’s strongest brands

Chosen by Per Mejlænder Brynning, head of communications, Norwegian Fundraising Association

The Pink Ribbon Campaign from the Cancer Society and the Breast Cancer Society was the winner of Fundraising Norge’s 2025 Campaign of the Year, and unusually, holds this title for the second year in a row.

In choosing it once again as the country’s top campaign, the jury said:

“It is inspiring and impressive to see how this year’s winner has developed into one of fundraising’s strongest brands – with which private individuals, business and contributors want to associate themselves. This in a way that contributes to creating strong fundraising results and, not least, attention to an important cause.

“This campaign has become an institution that the vast majority of Norwegians are familiar with and want to support. The campaign has a clear message that touches and creates broad engagement through various ways of activating the audience.

“It is also capable of renewing itself, and has for many years grown and become a role model for us who work with campaigns, both with regard to the campaign’s vital message and enormous fundraising effect. But also because the scope of the campaign has made it almost unnatural for the business world not to join the campaign. Every year in October we see pink washing up liquid, pink drink bottles, pink shopping bags, pink groceries and not least pink bows.”

Read more: Head of the Pink Ribbon Campaign, Marit Sophie Egge shares her insights into what makes this long-running campaign continually successful year after year in her article for Fundraising Europe here.

_____________________________

 

Poland: An exemplary model of effective crisis fundraising

Chosen by: Agata Wiencis, vice president of the Polish Fundraising Association and fundraiser at Compassion in World Farming

The NaRatunekPowódź (FloodRescue) fundraising campaign, initiated by the Polish Red Cross (Polski Czerwony Krzyż), is an exemplary model of effective crisis fundraising. Thanks to a well-prepared crisis communication strategy, the organisation was able to launch the campaign immediately after the catastrophic floods that hit Poland in the autumn of 2024. Their readiness to act before the scale of the disaster was clear, enabled them to quickly mobilise their resources and engage donors, raising over PLN 3.7 million for the affected communities.

One of the key strengths of the NaRatunekPowódź campaign was its consistent communication with both donors and the media. The Polish Red Cross provided regular updates (twice a day at the beginning of the campaign) on the ongoing relief efforts, ensuring transparency and building trust with their supporters. By sharing verified, real-time reports from the affected areas, they ensured credibility and encouraged continued engagement with their audience.

I was impressed not only with the Polish Red Cross’ ability to launch the campaign as soon as the first floods hit and provide real-time updates, but also with the way they kept donors informed about the ongoing needs of flood victims in the months following the disaster. They emphasised that recovery is a long process that requires sustained support and reported transparently on how funds were being used, for example, to provide financial support to families and to equip damaged facilities. This meticulous approach ensured the campaign’s continued relevance beyond the initial spike in donations and made it a long-term success.

_____________________________

 

Spain: Significant impact in a challenging fundraising context

Chosen by the Spanish Fundraising Association, and submitted by Alicia Lobo Casero, head of communication & content

The campaign we propose is “Punto y Final“, developed by Fundación Unoentrecienmil, an organization dedicated to promoting research projects for the full cure of childhood leukaemia. This initiative was awarded the Gold Award for Best NGO Campaign at the Eficacia Awards 2024.

The objective of the “Punto y Final” campaign was to mobilize society to foster research and achieve the complete cure of childhood leukaemia. The audiovisual piece, starring Blanca Suárez and Luis Tosar, directed by Santiago Zannou, presents a scene set in 2035, imagining the eradication of the disease. The project was produced by Lobo Kane and featured music by rappers Ambkor and Chojin.

At the end of the sequence, the credits included the names of people who collaborated with the foundation, expanding continuously as more people joined.

The campaign had a significant impact and was amplified through its presence on El Hormiguero, outdoor advertising platforms, media support, and social media.

In the first 48 hours, nearly 29,000 people signed the campaign, with 38% of them joining the credits.

“Punto y Final” is a clear example of how a well-planned strategy and a powerful narrative can generate an impact on society and fundraising.

1. Innovation in storytelling: Setting the story in the future, visualizing the eradication of childhood leukaemia, creates a strong emotional connection with the audience. Including the names of supporters in the credits fosters a sense of community and commitment.
2. Successful multichannel strategy: Despite the decline of multichannel campaigns in the NGO sector in Spain, this initiative achieved remarkable visibility across TV, outdoor advertising, and digital media, maximizing its reach.
3. Support from influential figures: The participation of renowned actors and highly influential musicians amplified the campaign’s media impact.
4. Long-term conversion: Beyond initial visibility and engagement, the campaign successfully transformed interest into ongoing support, significantly increasing the foundation’s donor base.

In recent years, the number of multichannel NGO campaigns in our country has declined, making this campaign stand out for achieving a significant impact in a context where gaining visibility is increasingly difficult. Its appearance on a top-rated Spanish TV show like El Hormiguero allowed it to reach a mass audience and amplify its message.

_____________________________

 

Sweden: Simple & emotionally resonant tactics that mobilized unprecedented support

Chosen by Paul Ferris, head of campaigns, Reform Society

Sometimes, the simplest ideas are the most powerful. Ahead of the three-year anniversary of the invasion of Ukraine, Sweden for UNHCR wanted to reconnect with the donors who had shown strong support when the war first began in 2022.

Together we created the Stand with Ukraine campaign, which centred on a heartfelt act of solidarity – signing a digital card addressed to the people of Ukraine. This small but meaningful gesture served as the entry point to deeper engagement.

After signing, supporters were invited to answer a few short questions about the importance of UNHCR’s work for refugees – followed by a call to donate. By first asking for a simple action, and then inviting a more substantial contribution, a remarkable number of signers converted into donors.

Originally designed as an email and SMS campaign targeting Sweden for UNHCR’s existing supporter base, the campaign went on to outperform more traditional direct-to-donate ads in paid digital channels as well.

Following the campaign launch, world events and new political realities drew renewed attention to Ukraine around the world – and in Sweden. Interest in the campaign surged over the course of just a few hours. We quickly scaled up digital advertising – and over just a few days, thousands of new donors joined at an impressively low cost per acquisition.

Now, Sweden for UNHCR is working to deliver the card and over 100,000 messages of hope and solidarity to UNHCR’s help centers across Ukraine – as well as integrate all of these new supporters into their donor community. The success of this campaign shows how simple and emotionally resonant tactics can mobilize unprecedented support – when an organization is ready and able to move quickly.

_____________________________

 

UK: A legacy campaign that achieves cut-through in an increasingly competitive marketplace

Chosen by Hannah Wallis, fundraising strategy director, WPNC

The ‘Great Wealth Transfer’, a massive intergenerational shift of wealth in the UK, is projected to reach £5.5tn by 2050. It’s a huge opportunity for legacy marketers to persuade Baby Boomers to donate to charity while they decide how to pass money on, with one eye on inheritance tax efficiency. At present 7% of UK Wills are charitable but as more and more charities realise the value of legacy marketing, the challenge becomes how to cut through in an increasingly competitive marketplace.

Oxfam’s “Stay in the Fight” campaign does this well. In the ad, protestor Edith tells her grandchildren about her past exploits and a desire to continue to support causes that are close to her heart, via her Will. With this work the charity demonstrates it really understands its audience and their motivations. Oxfam has focused on what’s unique about them and taken the risk of only speaking to that insight, rather than targeting the more generic 55+ legacy audience. The charity is backing a specific niche with an activist attitude, with the thought behind this strategy being better targeting means more effective marketing.

Anecdotally, the campaign (also running across out of home, press and radio ads) seems to be performing well even though it breaks some traditional fundraising rules. A targeted and disruptive approach – a refusal to play things safe – is creating a powerful connection with a legacy audience. And that’s a must because this growing area will only become more competitive.