Intended for healthcare professionals

Views And Reviews

Charity Appeals: The Complete Guide to Success

BMJ 1994; 308 doi: (Published 05 March 1994) Cite this as: BMJ 1994;308:666
  1. L Nelson

    Marion Allford Dent, £15.99, pp 438 ISBN 0-460-86191-3

    Marion Allford “invented the wheel” of the hugely successful appeal with her work on the Hospital for Sick Children's “Wishing Well” campaign. Her guide to success makes me feel rather depressed, perhaps because it is written from a pinnacle of excellence and assured achievement that mere mortals find gloom inducing. All of us at some time or another have tried to shoehorn money out of friends and colleagues for causes that we believe in (which makes it easier) or that we don't believe in (which makes it almost impossible). Passion is a great selling tool, and Marion Allford tells us how to organise ourselves and our …

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