In a close decision, the charity Tommy’s has won  Fundraising's competition for £10,000 worth of News International national newspaper advertising.

Judges were impassioned in their debate over the 100 entries that Fundraising received for the competition, which ranged from small volunteer-led charities to large fundraising sector leaders.

A ‘shortlist’ of no less than 13 entries were pulled together (see some below), but the five judges were unanimous in selecting Tommy’s simple and heartfelt appeal as the winner – with a caveat.

For each one of the shortlist entries, judges wanted to make minor alterations to ensure the best possible response for the charity involved. With Tommy’s this involves changing the sentence ‘make the difference at www.tommys.org’ to a more direct ask.

Lia Fyles, fundraising and brand manager at Tommy’s, said that the charity was delighted with the win, particularly as the advert had been produced in-house.

“We don’t have any budget for any kind of advertising,” she said.

Tommy’s is now in discussions as to the roll-out of the advert.

Meanwhile, the judges wanted to highlight the exceptional quality of the entries which represented excellent traditional appeals and also innovation in advertising. See below for some examples of the shortlisted entries.

Fundraising would like to thank all entrants for the time and effort they put in to submitting their advertisements.

What do you think of our winner? Have your say about it, and the selection of our shortlists, below.