Blue Cross received £7,000 in cash donations and saw a surge in new direct debits after it featured on Channel 4 programme the Undercover Boss last month.
Blue Cross is the first charity to feature on the popular programme, which sees high-profile bosses go on an undercover mission to examine the inner workings of the organisation they lead.
Kim Hamilton (pictured), chief executive of Blue Cross, posed as a volunteer at the animal charity’s adoption centres and hospitals, working incognito alongside kennel workers and vet nurses to care for sick and homeless animals.
Speaking about her experience, she said: “In my time as a city banker and chief executive, I’ve often endured tough working days, long hours and impossible decisions, but I’ve never experienced such physical and emotional exhaustion as those days undercover at The Blue Cross.
"I’ve always known that our people are hard working and dedicated, but I had no idea how truly passionate they are for their work and to what lengths they will go to do their bit for animals in need.”
The programme, which aired on the 19th July, led to £7,000 in cash donations and 58 new direct debits, worth £4,000 over the coming year.
Also, there were double the number of visits (35,000) to the Blue Cross website and its Facebook page gained 337 new fans and 543 comments in the two days around the programme, with five times more post views than normal(over 65,000)
Blue Cross director of fundraising Mike Crossley said:
"While fundraising wasn't the main objective of the programme, we tried to convert any interest generated with calls to donate through our website and by text. We were pleasantly surprised to receive cash donations of £7,000 as a result and a surge in direct debits, worth over £4,000 in the coming year. We also had some excellent feedback from donors and hope the increased awareness will attract even more supporters in the long term."
Incidentally, the programme is repeated on Channel 4 this Sunday, in case you missed it the first time round. It's also available to watch online until 18th August at: http://www.channel4.com/programmes/undercover-boss/4od.
