Fundraising: Expert view - Alastair Irons, chief executive, TW CAT

Given that the charity recently beat our work for a Concern campaign to an award, asking me to review Breast Cancer Campaign's Wear It Pink appeal might seem somewhat akin to asking a fox what it thought of the Countryside Alliance's pro-hunting campaign. Except the fox, in that instance - bless 'im - actually won.

But, as somebody who once threw himself from an aeroplane for the supposed benefit of Mencap (actually a piece of show-offery to impress a special friend), I'm actually fascinated by events and eventers, particularly their motivations.

What Breast Cancer Campaign has done so very well here is to tap into those motivations in an engaging way. Every workplace-based fundraising event needs a champion - someone who will typically either have an affinity for the cause through their personal history, or have a sign on their desk saying 'You don't have to be mad to work here, but it helps'.

So by addressing these vastly different motives, the in-house team at Breast Cancer Care has managed to deliver a really attractive and well thought-out campaign that has balanced serious issues with the fun side of charity fundraising.

Most impressive of all is the execution of the idea. They've really focused on making it easy for people to participate - a one-day event, the office poster, dressing-up ideas, cheap-as-chips entry level (£2) - and they've been rewarded with income some 31 per cent ahead of budget. Pink champagne all round?

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