FUNDRAISING NEWS: CAMPAIGN WATCH - JUST BREAKING

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The Royal London Society for the Blind has joined forces with communications provider Affinity to form a fundraising coalition. Affinity will donate £5 to the society every time a new customer subscribes to its Breathe brand home phone service.

The donations will be made automatically when customers quote a reference number found on special adverts. When supporters sign up to the Breathe service, they are able to save money on local, national, international and mobile calls. The campaign was launched on 3 March and is set to run continually for as long as both partners agree to participate.

The ads for the scheme will appear in the society's biannual magazine Life Chances, which goes out to 55,000 existing supporters. All ads will carry the special reference code that must be quoted when signing up to the service to trigger the donation. There are no specific plans to extend the advertising to other publications or media at the moment, but this has not been ruled out in the long term.

Sara Jane Woods, business development manager at the Royal London Society for the Blind, said: "Advertising in our own magazine is a good way to test the market, and if all goes well, we haven't ruled out extending the advertising."

The society is unsure how well the scheme will be accepted by supporters.

"We really don't know what the response rate will be and how much we can expect to raise," said Woods. "The age range of our supporters is around 50-60 plus - they can be a little cautious, but also like to save money."

The society's campaign is part of Breathe's wider partnership scheme that aims to allow organisations to earn revenue by introducing their members or customers to Breathe's services. Organisations can sign up at www.breathe.co.uk/partners.

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