Provides a step-by-step blueprint to researching, planning, organizing and executing all appeals - small, large, national or local. Director of the #54 million Wishing Well appeal at Great Ormond Street Children's Hospital, Allford reveals the state-of-the-art skills behind successful fund-raising today. Her book - the first to concetrate solely on one-off appeals - is as much a practical guide to strategy and approach as it is a source of new ideas.