Innovative non-profit Tap London launches contactless giving initiative in partnership with the Mayor of London
On November 28 non-profit organisation TAP London launched a new charity fundraising drive in partnership with Greater London Authority. Donation points emerged across Central London, including Seven Dials, in the heart of the West End.
Tap London is a volunteer-led organisation, founded in 2017 by two young Londoners (Polly Gilbert, and Katie Whitlock), who sought to find new and innovative ways to tackle London’s homelessness issue using technology. After two years, and two pilot initiatives, they were awarded funding and partnership for this project through the Mayor of London’s Rough Sleeping Innovation Fund.
The project invites Londoners to give a one-off £3 donation through a contactless device – installed either on a countertop or in a window display. All donations are processed in less than half a second, donor’s details are encrypted, and 100% of every donation made goes to the 22 charities in the London Homeless Charities Group. The technology has been supplied by fintech start-up GoodBox.
Polly Gilbert, Co-Founder at TAP London, said: “We believe that small acts of generosity can add up to meaningful change. If we each made just one ‘TAP’ to tackle homelessness – we can createradical, lasting impact on expanding and sustaining vital services for homeless people. TAP London are thrilled to be partnering with the Mayor of London on this project and look forward to sharing news of thecampaign’s progress with Londoners.”
Karen Baines, head of group marketing & communications at Shaftesbury commented: “The launch of this innovative charity campaign in Seven Dials represents our dedication to giving back to those in need within the local community of London. Upon learning about the project, we quickly recognised it is a scheme Shaftesbury is firmly on board with and wanted to be involved in. The central location of Seven Dials, situated in the heart of London’s West End, attracts a consistent high volume of footfall year-on-year and makes an ideal location for such a great cause as it will certainly capture the attention of the many visitor’s. We are proud to be part of this initiative and our TAP point at 36 Monmouth Street enables us to contribute to the campaign this Christmas.”
The London Homeless Charities Group is a coalition of 22 charities providing direct services to homeless people across London. This coalition offers Londoners an easily accessible, single donation point with all donations split between the charities and going towards vital services.
The TAP London creative campaign was created by Brixton-based agency Bond & Coyne.