Alan  Booth

Alan Booth

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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Style over substance

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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