Great Ormond Street Hospital Children's Charity raises millions of pounds to conduct research, buy equipment and support families. Possessing the widest range of children's specialities under one roof, the charity's fundraising efforts help ensure the hospital continues to pioneer new work in areas such as open-heart and neurological surgery.
The Paperchain recruitment campaign was first launched in 1994 on the back of research which found that donors wanted to be more involved with the children they were helping.
Unlike the high-profile Wishing Well appeal, which raised cash for a new wing and general refurbishment, Paperchain is a means for dialogue between donors and children.
This year's mail pack contains a Paperchain link that doesn't directly ask for cash but invites potential donors to give between £12 and £250.
Senders can write messages on the links that are then posted around the hospital wards.
In the past eight years, the campaign has generated around 20,000 new donors a year through a profit-making exercise taking the total donor base to around 150,000.
When the idea was first conceived, it was considered a bold move but since then has spun off two other ideas based on the idea of creating dialogue.
Those are Summer Garland, which was launched in 1998 and encourages links to make up a daisy chain, and the Christmas Stocking in 1999 which was a donor retention campaign. The Paperchain concept has improved the response rates to the Christmas campaign.