FUNDRAISING FOR AN EQUAL FUTURE
Oxfam’s fundraising proposition toolkit
MADE BY US
The words, ideas and direction in this toolkit are the result of a first-of-its-kind global collaboration, co-creation and market testing process bringing together Oxfam fundraising affiliates worldwide.
Using a combination of indepth interviews, digital tools and opinion polling, we consulted with country teams, fundraisers, expert staff and hundreds of supporters across multiple languages, uncovering language, beliefs and motivations for supporting our work today.
The contents are designed to be adaptable and flexible for your own markets, audiences and channels.
AN INTRODUCTION
CHANGING OUR FUNDRAISING STORY
Oxfam exists today to help build an equal future. So we’re on journey to being a different kind of charity.
As fundraisers, that means we’re offering our supporters a different kind of giving. A unique new fundraising proposition that recognises that the work to end poverty goes far beyond wells, seeds or tools. That challenges not only the impact of poverty and inequality, but also the systemic causes. That’s actively anti-racist in its approach. And that also moves the story away from images and ideas of pity and powerlessness.
Every face-to-face conversation, Meta ad, email, mail pack or thank you message you write, design or publish offers people who share our belief in an equal future the chance to play their part in making it today.
Let’s build the fairer, safer world we all want to see.
A GLOBAL AUDIENCE
UNITED FOR
A FAIRER WORLD
Our new fundraising proposition is built on ideals of common humanity, justice and action. It speaks directly to people who want a fairer, more equal world. Our co-creation process revealed that this desire is shared by supporters, staff and partners worldwide. Whatever their age, whatever their background, these “world-aware action takers” are united by three deeply held beliefs:
1. The equal value of every human being.
2. The possibility of a fairer world.
3. The urgent need for more humanity and justice.
When we are fundraising, we are upholding and expressing these beliefs. We’re offering supporters old and new a unique opportunity to join with like-minded people worldwide, support important urgent work for justice and express this deeply held part of their identity. And we’re amplifying the voices of people living with poverty, as they lead the way to an equal future.
That’s what every donation to Oxfam means.
Supporters donate not only because they believe it’s the right thing to do, but also because they get a huge sense of fulfillment in expressing these beliefs and values.
That’s why Oxfam is their charity.
ROOTED IN OUR BRAND
AN EQUAL FUTURE
DEMANDS
A FAIRER WORD
Oxfam’s The Future Is Equal brand idea gives us a powerful story to tell. It’s our vision of the world we want to build.
When it comes to asking for money, this story needs to be expressed as an urgent and tangible invitation, bringing supporters along with us and offering them an important role to play. Crucially one that can make a vital impact today and tomorrow.
The following proposition, narrative framework and supporting guidance were developed in collaboration with supporters and country, cluster and regional staff worldwide to build the urgency, tangibility and emotion needed to turn our vision of an equal future into donations today.
It offers people who want an equal future a tangible, emotional and inspiring role to play in getting there.
The phrase ‘fairer world’ came from our consultation with supporters and staff worldwide who told us it adds the urgency, tangibility and emotion needed to turn our brand vision into donations. You’ll see it used throughout this guide.
FUNDRAISING PROPOSITION TOOLKIT
This toolkit is a deliberately designed as a flexible, adaptable kit of parts and not
a one-size-fits-all solution. The language and ideas should be used together with local
fundraising expertise to lead and guide activities worldwide.
Our fundraising proposition toolkit comes in four distinct but connecting parts
THE OXFAM DIFFERENCE
The central idea of our new proposition, describing what makes Oxfam’s impact different to other charities.
PROPOSITION
The overall benefit to supporters of supporting our work brought together in a single sentence.
NARRATIVE FRAMEWORK
An overarching case for support and structure to help you build your own appeals and activities.
CREATIVE CONCEPTS
Optional creative ideas to help bring the proposition to life for supporters
The Oxfam Difference
Causes & Consequences is a new double-action storytelling idea at the centre of our fundraising proposition toolkit.
This is a major narrative shift that connects systemic inequality to the unfair, unjust impact it has on people’s lives.
The Oxfam Difference: in detail
Whatever the subject matter,
every donation to Oxfam makes a double impact:
The Proposition
The Narrative Framework
In many ways today’s world is more advanced than ever. But it’s also more in trouble. Since 2020, 5 billionaires have doubled their wealth while 5 billion people are poorer. Climate breakdown is wrecking lives while corporations and governments still drill and destroy. Systematic greed and discrimination are preventing millions of people from escaping hunger, conflict and disaster. These aren’t abstract theories. Every day these global inequalities force many of us to make impossible choices. Between feeding ourselves and feeding our children. Between drinking dirty water that could kill and going thirsty. Between making a living or getting an education. Between dangerous working conditions and no work at all. These choices aren’t just impossible. They’re unfair, unsafe and unjust. And the truth is they don’t have to exist.
With every donation you’re joining forces with people confronting the causes and consequences of poverty and building the radically fairer world you both want to live in.
Experience shows us that when people unite - sharing beliefs, respect, expertise and resources – lasting change isn’t just possible, it’s unstoppable. That’s why Oxfam offers you a different kind of charity: a unique community-led approach that connects vital humanitarian relief work, long-term anti-poverty projects and campaigning for change that lasts. Because this connected approach is the best way to end the injustice of poverty.
With every donation you’re joining local aid workers delivering emergency responses that blend the cutting-edge with the tried and tested. You’re joining communities developing fairer solutions to poverty, from ensuring every girl can get an education, to spreading new techniques for growing food in the climate crisis. And across it all, you’re joining inspirational activists and experts pushing to end the unjust policies and practices that put people in harm’s way in the first place.
Every donation is a powerful way to uphold your belief in humanity and justice. You’re joining a global community that believes in the equal value of every human and everyone’s right to live a life of dignity, fairness and safety.
It’s a different kind of charity for a safer, fairer world.
A world that one day won’t need your donations.
A world that works for everyone.
The Narrative Framework: three principles to help shape your fundraising appeals
A HUMAN INJUSTICE
Systemic inequalities have real-life consequences. Poverty is a daily injustice in people’s lives.
"In many ways today’s world is more advanced than ever. But it’s also more in trouble. Since 2020, 5 billionaires have doubled their wealth while 5 billion people are poorer. Climate breakdown is wrecking lives while corporations and governments still drill and destroy. Systematic greed and discrimination are preventing millions of people from escaping hunger, conflict and disaster.
These aren’t abstract theories. Every day these global inequalities force many of us to make impossible choices. Between feeding ourselves and feeding our children. Between drinking dirty water that could kill and going thirsty. Between making a living or getting an education. Between dangerous working conditions and no work at all.
These choices aren’t just impossible. They’re unfair, unsafe and unjust. And the truth is they don’t have to exist."
THE OXFAM DIFFERENCE
Your donations are confronting the causes and the consequences of poverty and inequality. This double-impact makes your donations to Oxfam unique.
"Experience shows us that when people unite - sharing beliefs, respect, expertise and resources – lasting change isn’t just possible, it’s unstoppable. That’s why Oxfam offers you a different kind of charity: a unique community-led approach that connects vital humanitarian relief work, long-term anti-poverty projects and campaigning for change that lasts. Because this connected approach is the best way to end the injustice of poverty.
With every donation you’re joining local aid workers delivering emergency responses that blend the cutting-edge with the tried and tested. You’re joining communities developing fairer solutions to poverty, from ensuring every girl can get an education, to spreading new techniques for growing food in the climate crisis. And across it all, you’re joining inspirational activists and experts pushing to end the unjust policies and practices that put people in harm’s way in the first place."
SHARED BELIEFS
By giving you are taking part in a community that shares your belief in a fairer world.
"Every donation is a powerful way to uphold your belief in humanity and justice. You’re joining a global community that believes in the equal value of every human and everyone’s right to live a life of dignity, fairness and safety.
It’s a different kind of charity for a safer, fairer world.
A world that one day won’t need your donations.
A world that works for everyone."
Creative Concepts
These optional creative concepts have been designed as
off-the-shelf fundraising campaign ideas. They have been tested
in digital and face-to-face channels in multiple markets.
You’ll find examples of how to use these ideas at the end of this toolkit, along with links to creative resources.
At work in
FUNDRAISING COMMUNICATIONS
The following examples show how our proposition toolkit comes to life in copy
and storytelling across Oxfam’s strategic pillars of climate, gender and humanitarian justice.
Each example is intended as inspiration for your own appeals and activities.
At work in climate justice
"I became an activist...
I do not want to
be a victim"
Marinel Ubaldo is an environmental science student, a devoted daughter and a climate activist. She wants an end to her family’s suffering. And she want you to join her in confronting the causes and consequences of this climate emergency.
Marinel Ubaldo was 16 years old when Super Typhoon Haiyan (nationally known as Yolanda) made landfall in her village in Eastern Samar, Philippines. Haiyan killed more than 5,000 people and left a trail of destruction and devastation. It was a traumatic life changing event for Marinel. But also the beginning of her activist life.
“The reason why I became an activist is I do not want to be a victim. I realised I do not want to be counting the dead bodies again. I do not want to see those casualties again.”
Together with her school friends in Tacloban she organised demonstrations demanding support for the victims of the disaster. It was here she became aware that Haiyan was not just a natural disaster but a consequence of manmade climate change.
“In the Philippines we experience an average of 21 typhoons a year. The Philippines is not emitting that much. Yet we are on the front line of the climate crisis.”
She became an active member of the climate movement in the Philippines and played an important role in filing a petition against fossil companies which led to the 2022 International Commission on Human Rights resolution that fossil fuel companies cause climate change and therefore harm the human rights of vulnerable communities.
Her family is also part of the local Oxfam partner-led community programme for disaster prevention and protection. The project involves building natural defences by planting mangrove trees. These simple trees form a natural barrier of protection for communities like Marinel’s against the potentially deadly impact of the typhoons.
Despite the progress, Marinel’s community is just one of thousands across the world who are unfairly, unjustly suffering from the impact of climate change. And that’s where you have a vital part to play.
You can join forces with people like Marinel, supporting community-led work to fight the causes and consequences of today’s climate crisis.
To use Marinel’s case study for Public Fundraising, please contact the OI Climate Team for permission: Adam Musgrave or Tim Ziljstra.
At work in humanitarian justice
“My biggest concern is to lose a child. Everything is nothing, nothing, nothing.”
Duaa wants this war to end. She wants to protect her daughters and give them the food they urgently need. You can join her calls for peace and relief.
Thousands of families in northern Gaza are suffering from severe malnutrition. Families like Duaa’s are suffering the terrifying daily consequences of this humanitarian crisis:
“My biggest concern is to lose a child because there is no food. I look at photos of my daughters before the war. Their smiles are totally different. Their weight also is very different. Maram has lost 11 pounds and Meera lost 6 pounds.”
Essentials like vegetables, fruit and medicine are all unavailable. The threat of famine is real and vulnerable groups – especially children – are among those suffering the most.
“Everything is nothing, nothing, nothing. Fruit and vegetables have disappeared. They’re not available or we cannot afford them because of high prices.”
Despite huge obstacles, relief can and is reaching people. Thanks to the sheer bravery and expertise of local Palestinian humanitarian experts – who are themselves caught up in the crisis - clean drinking water, washing and toilet facilities and emergency food are still making it through to thousands of people.
“When the children saw the food parcel they were happy. Things they had not seen for months! The Oxfam bathrooms have relieved a lot of [worry]. They are clean and also much closer to us. When I want to go to the bathroom at night, I don’t feel afraid anymore.”
When war is the cause of suffering, the only real solution is peace. So with every donation you’re also backing vital campaigning work demanding an end to the conflict. And you’ll be continuing to ensure people have access to clean drinking water and toilet facilities today.
At work in gender justice
“I thought to myself: this is where I’ll find justice!”
A farmer, a mother and a survivor, Komariah wants justice for women in her community. She’s confronting the causes and the consequences of gender-based violence. And you have a vital part to play.
Kom lives in a small, rural community in Indonesia. She is a survivor of gender-based violence and in the aftermath faced slander, stigma and was even falsely accused of having an affair.
“It was a hard time for me because I had to survive on my own. My husband left and went overseas and I was slandered. I tried to defend myself. I cried alone.”
It was then that Kom was introduced to Oxfam local partner Adara, a women’s co-operative who actively work towards protecting women from forms of physical and verbal violence by providing legal aid and support. Through the co-operative, Kom trained as a gender-based violence paralegal (lawyer’s assistant) helping to bring more and more cases to justice and also raise awareness of women’s rights.
“I met Mrs Nur (from Adara). She’s a mature, amazing, independent woman. She took me to Adara and I joined a training program there. I thought to myself: this is where I’ll find justice!”
Today Kom is a leading voice in her community for women’s and children’s rights. She tries to educate village councils about issues
such as child marriage and its effect on both child health and causing higher rates of gender-based violence.
AT WORK IN
SHORT COPY
The following examples show how the themes in our narrative framework can help to steer short copy such as a social advertising.
Example 1: Connecting to ‘Shared Beliefs’
Have you had enough of eye-watering profits while our planet burns? And those of us least responsible paying the price in poverty and suffering? You’re not alone. There’s a growing global community taking on the causes and consequences of poverty today.
And it needs you.
Example 2: Highlighting ‘The Oxfam Difference’
Trapped in Gaza’s terrifying conflict, Duaa’s future is in the balance. More than anything she wants an end to the violence. But while the world fails to act, she needs water and washing facilities to keep her babies healthy today. Join local aid experts and activists working tirelessly for peace and relief for families like Duaa’s.
Example 3: Reinforcing the ‘Human Injustice’
Could you choose between drinking dirty water, or no water at all? When you’re living with the injustice of poverty you face life-threatening impossible choices like this every day. But there’s a growing global community who are saying no. Find out how you can help take on the causes and consequences of inequalities like dirty water.
Use two-side prompts to reinforce the double-impact of every donation:
With a donation of £15 a month you can join forces with climate activists demanding justice from big polluters
AND
support community-led work to strengthen food supplies with innovations like drought-resistant seeds.
In shopping lists, aim to use a mix of tangibles that cover both the causes and consequences:
$15 can support local community work to plant mangrove seedlings forming a natural defence barrier from the storms.
$25 can support work to rebuild homes and livelihoods damaged by climate-related typhoons.
$50 can support local activists with legal advice so they can uphold their rights and demand polluters pay for the climate crisis.
AT WORK IN
DONATION PROMPTS
When crafting donation prompts and money handles for your appeals, aim to demonstrate the supporter’s impact on both the causes and consequences of each story.
At work in
CREATIVE VISUALS
SHARED BELIEFS
The headline and body copy connect the beliefs and values of people living with climate change with those of potential supporters.
THE OXFAM DIFFERENCE
The copy sets up the idea of confronting the causes and the consequences of climate change through farming and campaigning.
HUMAN INJUSTICE
There’s a clear and urgent human injustice caused by the systemic issue of climate change.
SHARED BELIEFS
The ad copy connects to the audiences beliefs and values about unfairness and the need for justice.
HUMAN INJUSTICE
The headline statistic connects inequality to real-life consequences for people today.
HUMAN INJUSTICE
The ad copy makes it clear that inequality has consequences that are real and unjust.
HUMAN INJUSTICE
The idea of an impossible choice makes the impact of inequality real and relatable.
SHARED BELIEFS
The outer headline and supporting text connects the beliefs and values of farmers with those of the audience.
SHARED BELIEFS
There’s a clear idea of partnership, unity and
common humanity between the supporter and Duaa.
HUMAN INJUSTICE
The story is framed in Duaa’s own lived experience of the conflict.
THE OXFAM DIFFERENCE
The double-impact on the causes and consequences of the conflict is in the headline and body copy.
SHARED BELIEFS
There’s a clear idea of a like-minded partnership, joining forces with the ongoing work for a fairer world.
HUMAN INJUSTICE
Inequality is related to urgent, real-life consequences.
THE OXFAM DIFFERENCE
The double-impact on the causes and consequences of the conflict is clearly reinforced.
At work in creative: face-to-face script extract
“ It’s really exciting every time we come across someone like you who wants to make a safer, fairer world. Because not everyone does. In a time when it seems like there’s so much division and unfairness, the world really needs people like you. And that’s exactly why I’m out here today.
We’re looking for like-minded people who believe we have to do charity differently. By differently I mean tackling the causes of poverty as much as the consequences. It’s not enough to do either on it’s own. And that’s what Oxfam is all about. For example, as well as supporting vital life-saving work on the ground in disaster zones like Yemen and Gaza today, every donation also helps tackle the bigger issues that actually put people at risk of poverty and suffering in the first place.
So whether it’s the climate crisis, or racial discrimination, or the inhumane practices of some big businesses, every donation is helping challenge these injustices and create a world where everyone can live a life of dignity, safety and fairness. So you see you’re exactly the kind of person we’re looking for—someone who shares our values and is willing to take action to turn those values into reality...”
THE OXFAM DIFFERENCE
Two-sided prompts reinforce the double impact of your donations on both the causes and consequences of poverty and inequality.
DOWNLOADS
A selection of digital and face-to-face materials from the previous pages are available to download and adapt for local markets.