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Waitrose to donate an extra £1m at Christmas

Waitrose to donate an extra £1m at Christmas

Supermarket Waitrose is donating £1 million at , in addition to the £600,000 it would normally give to good causes over November and December.

It has saved money by making a cut-down Christmas TV advert, featuring Delia Smith and Heston Blumenthal in an empty studio, rather than "a fancy, festive TV ad". The money it has saved has been directed to its Community Matters 'green token' scheme which enables shoppers to choose a local charity to benefit from a donation. Both Smith and Blumenthal waived their fees for the advert.

Every three months, shares a donation of £25,000 between three national charities. This Christmas those organisations are:

  • RNLI
  • Child Bereavement UK
  • Multiple Sclerosis Society


Online shoppers can choose which charity to support with their 'vote' once they have completed their purchase at In the six months to February 2013 they will determine how £150,000 is distributed amongst the charities. This is £100,000 more than the amount Waitrose would normally donate on behalf of online shoppers in that period.

Howard Lake is a digital fundraising entrepreneur. Publisher of UK Fundraising, the world's first web resource for professional fundraisers, since 1994. Trainer and consultant in digital fundraising. Founder of Fundraising Camp.

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