FUNDRAISING NEWS: Sport Relief to use BBC interactive TV to raise donations

Comic Relief is to use a BBC interactive TV programme to raise funds for its Sport Relief initiative.

The programme will enable viewers to donate using their remote controls while they watch the event on 13 July. They will also have access to an interactive area, which provides additional information about Sport Relief.

Although the charity expects to receive the majority of donations through its telephone call centre, it believes that the interactive TV channel will attract new supporters, and also appeal to sports fans, many of whom watch sporting events through interactive TV.

The project is the latest example of Sport Relief's foray into digital fundraising opportunities. It will launch a series of online campaigns to raise funds and generate awareness of the initiative, and the BBC web site will also promote the event in the run up to 13 July.

Comic Relief was the first charity to launch a mobile phone fundraising campaign with a Sport Relief text-messaging quiz.

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