Marion Allford
Anatomy of the Wishing Well Appeal. Part 1.
by Marion Allford
The overall fundraising strategy
Read moreAnatomy of the Wishing Well Appeal. Part 2.
by Marion Allford
MARION ALLFORD LOOKS BACK – 20 YEARS AFTER. I have often been asked why the Wishing Well Appeal achieved such a wide response. I believe it was due to the deep affection many people feel for Great Ormond Street Children's Hospital; and the detailed planning and sophisticated marketing techniques used to communicate the fact that the hospital was in trouble. We needed the public to know that, without their active help with fundraising, the hospital's future could have been in jeopardy.
Read moreThe Wishing Well Appeal: What makes a good appeal chair?
by Marion Allford
Women of course are every bit as likely to make an effective appeal chair as men, but the term 'chairman' has been used merely for editorial ease. It should be notes that it is also written very much from the viewpoint of a British national major appeal. It's helpful all the same.
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