Bowel Cancer UK has teamed with impulse-giving app SnapDonate for a campaign at the Virgin Money London Marathon taking place this Sunday (April 26).
The Fantastic 50 campaign will see 50 Bowel Cancer UK staff use SnapDonate's technology to turn the charity's logo on their running vests into a donation tool.
The 750,000 expected to attend the event will able to 'snap' the logo as the runners pass by and instantly send funds to the charity, via Virgin Money Giving.
Sarah Weber, head of public fundraising for Bowel Cancer UK said: "We are delighted to create a partnership with the SnapDonate team. It's a great opportunity for us to be involved with an innovative app which shows huge potential for transforming how people can donate to charities."
The SnapDonate app is free to download on both the Google Play and Apple App stores.
With cash disappearing in consumers pockets, charities are continuing to adapt the traditional bucket collection approach.
Cancer Research UK director of brand, marketing and PR Anthony Newman recently told The Drum that the charity is looking to bring near-field communications (NFC) and digital out-of-home (OOH) into its marketing mix as he predicts NFC “could replace” cash donations.
Similarly Oxfam this month rolled out an NFC trial to enable supporters to make a donation via a poster in-store or receive video content from street fundraisers.