British Red Cross trials F2F in WH Smith and Somerfield
Howard Lake | 27 April 2009 | News
The British Red Cross is piloting its face-to-face programme in branches of WH Smith and Somerfield.
The pilot is part of the Red Cross’s F2F strategy and it has been testing private sites since November 2008. Head of direct marketing Liz Williams said this had so far included airports, bus and train stations and shopping centres.
Photo: Gene Hunt on Flickr.com
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She said: "Our private site fundraising trial has produced promising results to date. In addition, private site fundraisers soften have a stand which displays information about the work of the Red Cross so members of the public can find out more about the different ways to support us, including information on volunteering.
"This is as well as, not instead of our other face-to-face fundraising," she said. "People still want to stop, still want to talk to our fundraisers and still want to give to the Red Cross."
Where the fundraisers stand is at the store’s discretion and therefore varies from store to store. WH Smith allows two fundraisers per store.
The company said: "We have run a trial in a small number of stores with the Red Cross and, as with any trial that we run, we will evaluate customer response as soon as it is possible".
www.redcross.org.uk
About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale.
He is the founder of Fundraising Camp and co-founder of GoodJobs.