# Blue Cross thanks contactless donors with video reward this Christmas

- Link: https://fundraising.co.uk/2019/12/12/blue-cross-thanks-contactless-donors-with-video-reward-this-christmas/
- Published: 2019-12-12T08:45:22+00:00
- Author: Melanie May

**Blue Cross has put contactless giving at the heart of its Christmas campaign, 
with the addition of video to bring its message to life and ask donors to ‘give 
moments’ to pets in need.**

As well as to counter the drop in cash giving, the charity is using contactless 
technology to help build a more engaging experience for donors.

As part of the Giving Moments campaign, the contactless devices are appearing across
[Blue Cross](https://www.bluecross.org.uk) locations and partner sites, plus at 
temporary fundraising events including carol singing at London Victoria station.
Giving a donation initiates a video reward from a dog or cat as a thank you, hoping
to capture the imagination of donors as well as drive engagement around contactless
technology.

## Advertisement

The addition of video on the portable device’s screen also means that the campaign
can be coherent wherever or whoever is fundraising.

London-based campaign agency [Bond and Coyne](https://bondandcoyne.co.uk) came up
with the campaign’s concept including the contactless fundraising component.

The agency developed a visual system that puts ‘giving moments’ in the spotlight
through a series of Christmas decorations used as frames to capture moments of interaction
between humans and animals.

Using countertop contactless donation devices, the campaign asks audiences to donate
to give a ‘Christmas dinner moment’. The devices feature footage of pets; firstly
looking eagerly at the potential donor, next enjoying a meal after the donation 
has taken place: a ‘behind-the-scenes’ view of the joyful moment they are giving
to a pet. According to Bond and Coyne is the first time video has been paired with
this type of device.

 

 [⌊Blue Cross Moments⌉](https://wfay6x.infiniteuploads.cloud/2019/12/BX_case-study-2500x1406-1-e1576138332111.jpg)

 

Supporters can also go online [to donate](https://www.bluecross.org.uk/christmas-donate),
create a Christmas card with a picture of their pet, and [view other animals’ moments](https://moments.bluecross.org.uk/moments).

Dan Ridge, Campaign Director at Bond and Coyne, said:

> “You can’t just expect donors to fall in love with contactless donation. This 
> technology stands the best chance of succeeding when it’s combined with a creative
> idea to generate these rewarding experiences.”

Ezinda Franklin-Houtzager, Head of Digital Marketing at Blue Cross said:

> “We were one of the first charities to recognise the potential of fundraising 
> through contactless back in 2016 when we launched out ‘tap dogs’ scheme. Supporters
> could pat a dog and donate to the charity via a device fitted into their dog coat,
> which went down really well. We are delighted to be using contactless again in
> this exciting project and we hope those who donate at our various sites really
> connect with Giving Moments via video.”

 * **[Christmas jumpers, a biannual dinner, & a shopping centre: more examples of contactless fundraising](https://fundraising.co.uk/2019/12/27/christmas-jumpers-biannual-dinner-shopping-centre-more-examples-contactless-fundraising/)**(
   27 December 2019)
 * **[Contactless donation help & new partnerships: 3 snippets of agency & supplier news](https://fundraising.co.uk/2023/09/01/contactless-donation-help-new-partnerships-3-snippets-of-agency-supplier-news/)**(
   1 September 2023)
 * **[Significant YOY rise in digital wallet use for single & regular donations, goDonate data shows](https://fundraising.co.uk/2024/04/25/significant-yoy-rise-in-digital-wallet-use-for-one-off-regular-donations-godonate-data-shows/)**(
   25 April 2024)