Letter - Red Cross is merging online, offline work

You claim that charities are off the pace when it comes to digital media ('All for a good cause', 27 April).

At the British Red Cross, we're now integrating our online and offline activities as a matter of course. Last weekend, elite skydiving team the Brit Chicks launched Red Cross Week by forming a giant red cross over the skies of London. In tandem with the PR campaign, we launched a range of ways for supporters to join in online. We have also launched an online skydiving game, freefallfrenzy.com. In a few weeks, our game has attracted over 400,000 players, thousands of whom have clicked through to make a donation. And all on very modest budgets.

Tim Pemberton, head of communications co-ordination, British Red Cross.

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