I am very pleased to welcome Oxfam Great Britain fundraising back to the real world.
Watch this video, and you'll see evidence of a nonprofit that's serious about engaging donors in helping change the world.
Or watch it here on YouTube. There's also a low-res 60-second version here that is a well done response-oriented TV spot.
The new material is specific and clear. Real people, facing real problems that have real solutions that donors can make possible through concrete actions.
Why is that noteworthy? Just take a look at the alternate universe the organization used to live in, here on YouTube. Abstraction had sunk its claws in, and their wacked out way of encouraging people to fight poverty was so show cartoon people puking at a cartoon word "injustice."
I have no inside knowledge about Oxfam Great Britain, but I imagine this significant shift of strategy is the work of determined heroes who spoke against abstraction in favor of the dull, literal stuff that actually gets people to join the cause.
So on behalf of donors and the many people Oxfam serves, Congratulations for getting it right.
Thanks to queer ideas for the tip.
Jeff Brooks has been serving the nonprofit community for more than 30 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you'll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com. 
