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Samaritans to use Key2Giving regular giving service

Howard Lake | 19 December 2006 | News

Samaritans, the charity which provides confidential and emotional support for people who are experiencing feelings of distress or despair, is piloting Key2Giving, the web-based key recovery service from Fundraising Initiatives that aims to increase the number of regular donors.

For a donation of £5 a month, individual members of the Key2Giving scheme will receive an engraved key ring, branded with Samaritans logo on one side and a Freepost address on the reverse. If the keys are lost then anyone finding them can drop them into a postbox and they will be returned safely to their owner.

As well as individual membership, Key2Giving offers dual membership at £8 a month for two key rings, and household membership at £12 a month for up to four key rings. The initiative was launched at the Institute of Fundraising National Convention in July 2006.


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Charities recruit new supporters via their microsite at Key2Giving’s website. Fundraising Initiatives say that the scheme is “a low cost, web-based fundraising tool that makes direct debit giving available to small charities as well as larger charities like Samaritans.”

Jeremy Payne, Director Fundraising and External Relations said: “As well as recruiting more donors at a higher value, we will be aiming to upgrade our current donors and will also be looking for an increase in retention and loyalty to Samaritans.”

Fundraising Initiatives’ former deputy managing director Anne Bolitho said: “Key2Giving is self-financing for charities. It is a genuine ‘no-win, no-fees’ scheme. There is a small set up fee, but then charities only pay for the donors we recruit once they have banked their donations.”