Fundraising: What's new - Your weekly round-up of the latest fundraising campaigns

The Royal National Lifeboat Institution is targeting schoolchildren and office workers for Save our Soles Day today. Participants are asked to wear trainers to school or work and donate £1 to the RNLI - the charity hopes to raise £500,000 in this way. SOS Day has been promoted through a marketing and PR campaign from Trimedia Communications. Some 42,000 schools and 68,000 companies were contacted by direct mail, and those that requested them were sent fundraising packs designed by Design Group.

The packs contained posters, stickers, information, a collection box, a pair of SOS shoelaces, marketing literature and case studies with a foreword from double Olympic sailing gold medallist Ben Ainslie.

The Mental Health Foundation has launched an appeal to raise more than £26,000 for a project to help children of parents with severe mental health problems. The appeal, containing a letter from Iain Ryrie, director of research at the foundation, is being mailed to 10,000 current donors.

With an image of a bottle of suntan lotion to highlight the importance of prevention, the campaign says that as 60 per cent of women with a serious mental illness have children under 16, these children need to be supported so that they don't develop problems themselves. Alongside the appeal, the foundation is running a telemarketing campaign to target more than 4,000 lapsed donors.

Breast Cancer Care is trialling a texting campaign to encourage more donors to part with their money. The charity is urging people to donate £1.50 by texting the word 'Pink' to 8338. Donors will also be charged the regular phone company rate on top of this. In return, the donor will be sent a link from which they can download a picture of a pink ribbon to use as the 'wallpaper' on their mobile phone. The campaign is being promoted on the charity's homepage but is not yet being supported by advertising.

Macmillan Cancer Relief is starting its first online donor recruitment campaign in a bid to attract new supporters. Created by digital direct marketing agency Squeeze Digital, the six-week campaign now under way focuses primarily on Macmillan's 'cost of cancer' message through online advertising on selected websites. The adverts all link through to a page that features a 40-second video clip explaining how the charity assists people with cancer who are facing financial difficulties. It encourages people to donate £3 a month or make a one-off donation. The web advertising campaign will coincide with a direct response television advert.

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