Abstract
AbstractThe National Society for the Prevention of Cruelty to Children (NSPCC)'s Full Stop campaign was launched in March 1999 with one single aim—to end cruelty to children. The Full Stop Appeal was designed to ensure that sufficient financial resources would be in place to support such an extraordinary aspiration. It is the biggest charitable appeal ever attempted in the UK and aims to raise £250m. This paper outlines how the charity applied the leadership model of fundraising to its strategy, the lessons it has learned over the past four years, and how successful it has been. Having already raised more than £100m, Full Stop has broken new ground in its sector, revolutionised the NSPCC's fundraising capacity and, more importantly, has had far‐reaching consequences for its mission to end cruelty to children. Copyright © 2003 Henry Stewart Publications
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