Lloyds TSB has raised more than £33,000 in its three-month cause-related marketing campaign for Help the Hospices.
The bank donated 1p for each customer that logged on to its internet banking site each month. In December, at the end of the three months, a record 3.4 million customers had visited the site.
Lloyds TSB promoted the offer on the site to new customers, sent a newsletter to existing customers, and publicised the campaign on the staff intranet.
Help the Hospices promoted the initiative in its weekly online newsletter, and sent letters to hospice senior staff and fundraisers.