British Red Cross

The charity has launched a digital fundraising strategy to connect donors directly to humanitarian projects around the world

The public can donate to a scheme in Bangladesh
The public can donate to a scheme in Bangladesh
- This article was corrected on 29 November 2013. See final paragraph

What is it?  

Give to a Special Project is the new digital fundraising initiative that gives supporters the chance to directly fund a range of international and UK projects. People can give between £1,000 and £8,000.

Inspired by the concept of crowdfunding, donors start by reading background information, looking at maps, watching videos and browsing through images of the different projects before selecting one to fund.

And?

People can then make their donation and will be kept up to date on how their money is helping their chosen project through regular email updates.

So what projects are available?

The public can visit Give to a Special Project online, to view the different projects they can fund.

Donors can contribute to regional British Red Cross projects in the UK, such as a Teesside women’s support group, a fire and emergency support service in south Essex and the renewal of wheelchair stock in Lancashire.

International projects include an initiative in Bangladesh that prepares communities for natural disasters and the provision of gers, which are traditional tents, for vulnerable families in Mongolia.

Why is the charity doing it?

Natalie Parker, assistant digital fundraising manager at the Red Cross, said: "We have found that our supporters increasingly want to feel more personally connected to our work and to see exactly where their money is going.

"This project allows us to communicate regularly with our donors by giving them updates from the field so they can hear directly from the people their money is helping, whether they are in the UK or overseas."

Third Sector verdict:

This is an inspired response to donor demand for more say in where their money ends up. The charity has shown it has listened to its donors' concerns and has developed a scheme that really makes them feel involved. The breadth of projects on offer also ensures that there is something there to suit everyone. 

- Correction: Donors can contribute any amount to the projects, with the aim of raising between £1,000 and £8,000 for each, rather than donating a minimum of £1,000 as stated in the article

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