Chai Cancer Care this week raised more than £3 million in 36 hours, illustrating how communal charities are learning to maximise the potential of online appeals.
Its “Big Campaign” reached its £1.5 million target in six hours. In the peak period, 35 donations per minute were received and the top hourly figure was £310,000.
In total, 13,000 donations were collected by 359 “team captains”. A group of sponsors matched all the early donations.
As well as UK donors, there were contributions from countries as far afield as Australia and Hong Kong. The largest individual donation was £85,000.