Marion Allford Associates


Showcase of Fundraising Innovation and Inspiration

Showcase Article : The Wishing Well Appeal for Great Ormond Street Hospital

Twenty years after the Wishing Well Appeal, a new case history of this fundraising legend has been produced. A Showcase article on 'The Wishing Well Appeal for Great Ormond Street Hospital' has recently been added to SOFII's collection of some of the world's best fundraising campaigns and promotions. Click here to read the article.

Charity Appeals: The Complete Guide to Success” by Marion Allford

Marion Allford was the Director of the Wishing Well Appeal which raised over £84 million for Great Ormond Street Children’s Hospital.  She received so many requests to record the story of the Appeal that they became the stimulus for her to write the first book devoted entirely to one-off capital appeals.  Entitled ‘Charity Appeals: The Complete Guide to Success’, the book is widely recognised throughout the not-for-profit sector as the only comprehensive handbook on one-off appeals.

In 428 information-packed pages, the book encapsulates the lessons which Marion learned both from the Wishing Well Appeal and the many others with which she had been involved.  It provides a structured and easy to read guide to every stage of an appeal programme including:  pre-planning, research, leadership, strategy, fundraising techniques, special events, marketing, advertising, organisation, administration, budgeting, tax and charity law.

“a blueprint for all charities ... which is already considered the 'bible' for one-off appeals ”  Pat Blair, The Times.

To request a hardback copy of ‘Charity Appeals: The Complete Guide to Success’ please contact The Institute of Fundraising (copies are free for Institute members and students).

The Giving Business: Fundraising Principles and the Wishing Well Appeal

A televised interview with Martyn Lewis reviewed the principles of fundraising and what they meant for the success of the Wishing Well Appeal. This was part of the BBC's Business Matters series.

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