FUNDRAISING NEWS: WWF commissions play in fundraising drive

LEXIE GODDARD

WWF-UK has commissioned a West End playwright to create a production it hopes will be performed by amateur dramatic societies across the country.

The unusual fundraising idea is aimed at "community-minded individuals with an interest in the arts.

In particular, it will target women aged 35-plus, a demographic well represented on the charity's database of supporters.

Theatrical groups will be given the play, written by Tudor Gates, for free. They can also attend a workshop run by Gates, whose works include Who Saw Him Die? and Who Killed Agatha Christie?

In return, participants will be encouraged to sell a souvenir brochure and organise other fundraising activities.

The plays will kick off in September and WWF is planning to commission a second play for 2003.

The charity is seeking a single corporate sponsor willing to pay around £100,000 to back the fundraising scheme, entitled Global Applause.

Sponsors will receive branding on promotional materials for Global Applause 2003, including the brochure, posters and flyers.

WWF's marketing and communications executive Vanessa Edwards said the response so far had been good. She added: "In the past we've done sponsored walks and swims just like every other charity, but it's great to have something unique."

Global Applause was dreamt up by the marketing agency Creative Ideas, which will also design the brochure.

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