Gloria Hunniford supports the work of Harris HospisCare, based in Kent.
Television presenter Gloria Hunniford is Harris HospisCare's first celebrity supporter and is fronting its annual fundraising campaign.
"We were considering ways to improve our annual fundraising Light Up a Life campaign and realised that getting a celebrity supporter on board can make a big difference," says Carol Walters, press and publicity officer for the charity. "We thought of Gloria because her daughter, Caron Keating, spent the end of her life in hospice care."
Walters believes Hunniford's involvement has had an impact. "Last year, 6 per cent of those we mailed made a donation to the appeal," she says.
"Five per cent have responded already this year, and we are only in week three of a 10-week campaign."
The charity has deliberately opted to keep the relationship informal.
Walters says: "We haven't drawn up a contract because I think it's best to use a softly, softly approach. So far, Gloria has been brilliant to work with and the relationship has been really easy."