INSTITUTE OF FUNDRAISING: Countdown to Convention

Lynne Stockbridge, head of communications at RNIB

Every week, we are exposed to at least 3,000 different advertising messages. The average person watches TV for more than 23 hours a week, and millions of us are glued to I'm A Celebrity ... Get Me Out Of Here. Therefore it is little surprise that the challenge of getting your charity noticed is a hot topic.

Effective publicity requires creativity, strategic thinking, a strong brand and a good understanding of the media, not to mention celebrity support.

On day one of this year's Convention, you can learn how to stimulate creative thinking, find out how to make the most of your local media and get some great tips on how to secure that lucrative Charity Appeal in a national newspaper.

Several sessions on days two and three focus on brand development and management, led by Simon Bernstein, formerly of Friends of the Earth, and Matt Bell, of VSO. Shock tactics in charity advertising come under scrutiny in a panel session on day three designed to stimulate debate.

Finally, would-be luvvies don't miss the seminar The Rules - Meeting, Greeting and Dating your Celebrity.

This column features one aspect of the Convention. For further information, visit www.institute-of-fundraising.org.uk.

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