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The capital appeal how-to guide revisited

The capital appeal how-to guide revisited

There aren’t too many fundraising books that deserve the accolade of ‘classic’ but I’d say Marion Allford’s guide to one-off capital appeals “Charity Appeals: the Complete Guide to Success” qualifies.

First published in 1993 it shares Allford’s expertise and experience derived from the successful Wishing Well Appeal for Great Ormond Street Children’s Hospital, and other capital appeals. The Wishing Well Appeal’s initial target was £30 million and it went on to raise £84 million (over £150 million in today’s terms), of which £30 million was negotiated from government funding. Since then she has run her consultancy which specialises in fundraising.

The Times described it as “a blueprint for all charities… which is already considered the ‘bible’ for one-off appeals”.

It still reads well today (I pulled it off my office shelf), although of course there are gaps such as the role played by technology. Even UK Fundraising hadn’t gone live in 1993 (although I was working on it!).

I asked Marion if the book was still available, apart from some second hand copies on Amazon. She said that the paperback version had long since sold out, but that she did have a few hardback copies left. She has reduced the price to £19 with £6.50 p&p (for the UK).

So, if you’re involved in capital appeals, this title is still a valuable addition to your resources.

You can order a copy from

Howard Lake is a digital fundraising entrepreneur. Publisher of UK Fundraising, the world's first web resource for professional fundraisers, since 1994. Trainer and consultant in digital fundraising. Founder of Fundraising Camp.

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