Harold Sumption | |
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| Born | (1916-11-26)26 November 1916 |
| Died | 18 March 1998(1998-03-18) (aged 81) |
| Occupation(s) | Advertiser and fundraiser |
| Known for | Oxfam, Montreux International Direct Marketing Symposium, International Fundraising Workshop |
Harold Sumption (26 November 1916 - 18 March 1998) was an Englishadvertising executive andfundraiser. He was associated with charities includingOxfam,Help the Aged andActionAid, as well as co-founding the International Fundraising Workshop (IFRW).[1]
A committedQuaker, Sumption served as Oxfam's unpaid advertising adviser from the late 1940s until the late 1980s, and his advice was instrumental in making Oxfam the largest charity in the UK.[2] His work for Oxfam and other charities, as well as his innovations indirect marketing, led to him being described variously as "the father of modern-day fundraising",[3] the "inventor of Marketing 1.0"[4] and the "shy pioneer"[5] who was "the biggest influence on a generation of British fundraisers".[2]
Born inCulmstock, the son of a Devon farmer, Harold Sumption moved to London in the early 1930s to an apprenticeship at an advertising agency.[6] He became a Quaker after accidentally finding himself at theYearly Meeting at Friends House, thinking that he was attending a talk byJomo Kenyatta.[7]
In 1938 he married Ruth Burrows at theFriends meeting house inWellington, Somerset.[7] In the early 1940s they had two children, Jennifer and Adrian.[8]
During theSecond World War, he was aconscientious objector, and suffered a severe return of thetuberculosis that had infected him before the war.[7] In 1946, after 18 months in bed, he undertook his first fundraising assignment: to raise the money to fund his own treatment in asanatorium in the Swiss Alps. He proposed to the fledglingNHS that they pay towards this treatment whatever it would cost to treat him in London, as this would both free up a bed and in all likelihood lead to an earlier recovery. They accepted this proposal, which covered 33% of the sanatorium costs. The remainder he secured from the Queen Alexandra Sanatorium Fund and the National Advertising Benevolent Society.[6]
It was this fundraising experience, and his Quaker faith, which, following his recovery, led him to place an advertisement in the Quaker journalThe Friend seeking a charity to which he could contribute his advertising experience.Cecil Jackson-Cole, of the small young charity then known as the Oxford Committee for Famine Relief, replied.[6] Sumption advised Oxfam for the next 35 years, serving as advertiser, council member, and board member, although he was never on the organisation's payroll.[7]
Alongside his unpaid role as adviser to numerous charities, Sumption had a successful career in advertising. He formed the first British direct marketing division, atNW Ayer[1] and worked at fashionable 1970s start-up MWK.[9] He was a fellow and council-member of theInstitute of Practitioners in Advertising,[7] and helped set up the Montreux International Direct Marketing Symposium.[7] He was also one of the first two honorary fellows of the UK'sInstitute of Charity Fundraising Managers.[10]
Sumption's fundraising was informed by the belief that every person has aGood Samaritan within them, but that they need to be shown with clarity, honesty and urgency how and why to exercise that Samaritan instinct.[1]
His first advert for Oxfam, a direct appeal for clothing and blankets to be sent to victims of conflict in Europe and the Middle East, ran in theSunday Times in 1949. At the time the charity world was sedate, dominated by a few affluent philanthropists, titled people, and the religiously motivated. Press advertising was infrequent, minimal, and inobtrusive, saying merely "this is us, give".[6] His adverts, by contrast, were deliberately artless and crude, emphasising the need that existed, and showing the donor how they could help meet that need. These adverts were shocking, and incredibly effective. They became iconic, carried on banners in Aldermaston marches and appearing in leftist plays.[7]
Sumption pioneered many modern fundraising techniques, including the "off-the page" fundraising advert (one which asks the reader for a direct response);[7] using keyed-response andsplit runs, to ensure that all creative executions and media placements were driven by results rather than personal opinion;[11] and in 1963, to commemorate Oxfam's 21st birthday, he helped orchestrate the first multimedia charity campaign, Oxfam's "Hunger £ Million",[12] which included a bread-and-water lunch in London'sTrafalgar Square, pop stars collecting pound notes on spear-points, and the involvement ofthe Beatles.[6] He pioneered the computerised mailing list, the charity trading catalogue, charity cinema commercials, home-delivered collection boxes (the "Oxfamily box"), and expanded charities' presence into previously unexplored spaces such as books of stamps, novels, free poster sites, Oxfam-themed radio shows on thepirate radio stations of the day, and a TV appeal featuring hard-hitting interrogation of Oxfam over perceived profligacy, by the TV starStratford Johns, in character as Inspector Barlow of the seriesZ-Cars.[1][6][13][14]
In 1979 he co-founded the International Fundraising Workshop (now the Resource Alliance).[7]
He condensed his advice to those who followed him into fundraising into a number of aphorisms:[2][10]