The Management Centre managementcentre.co.uk/case_studies/case-study-ms-society/ Case Study: MS Society When Paul Amadi took up the reins as Executive Director of Fundraising at the MS Society, it was an exciting time of change. There was an ambitious, new organisation strategy. A 10 year, £100M research appeal had started. A new marketing strategy was in development... and a fundraising improvement programme was building on the outcomes of a comprehensive review. But there were also challenges – not least the need to recruit to a significant number of vacant posts. And just as the project began so, too, did sustained media, political and public disquiet about fundraising. Paul quickly concluded that creating a comprehensive income generation strategy was both important and urgent to valid

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