'Keep your anger, but stay cool...'

Fundraisers need to preserve their sense of anger at social injustice in order to do a really effective job, according to Jo Swinhoe, director of fundraising at the Alzheimer's Society.

"Aren't we supposed to be the grit in the oyster or the mosquito in the bed?" she told delegates. "The trick is to keep that part of you hot and angry, and still keep your job."

Swinhoe advised fundraisers to preserve their anger by really getting to know their cause inside out - "to live and breathe it". But she said they had to balance passion with a cool head.

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