Alan Booth has been director of marketing and public affairs at Addaction, the UK’s largest specialist drug and alcohol charity since September 2007.
Previously he held board-level marketing roles for a number of high-profile organisations including the BBC - where he was controller of marketing communication and audiences for the past ten years - Barnardo’s, WWF UK and Shelter.
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With exceptionally low public brand recognition, an ostensibly unpopular cause and panic over the recession, Addaction launched a campaign to dramatically increase its fundraised income. Alan Booth explains how the charity played on its weaknesses to work its way out of a “fundraising poverty trap”.
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