The MEN Dogs’ Home Appeal campaign, set up by Manchester Evening News following the tragic fire at the Manchester Dogs’ Home, has announced that it raised more than £1.4 million in less than 24 hours, at one point receiving four donations every second and raising £10,000 every five minutes.
Following the fire and the death of more than 50 dogs, so at 10PM on the day of the blaze the MEN announced the launch of a charity drive through crowdfunding platform Just Giving. By 1AM, the appeal had raised more than £100,000, reaching £300,000 the morning of the following day.
The story and the appeal soon went viral, with further social media mentions and attention increasing contributions to the appeal. Comedian Ricky Gervais retweeted the appeal to his six million Twitter followers and more than one million people visited the MEN website the following day.
Editor-in-chief of Manchester Evening News, Rob Irvine, said:
“This is a tragic story and the fact that it is believed to be an arson attack has left people shocked and angered.
“But we’ve also seen the very best of people in Manchester. Some residents risked themselves to help save the lives of many dogs trapped in the fire. And so many people have contributed not only money but blankets and dog food.
“The response to the appeal also demonstrates what a local news organisation can do when it works with its readers and I am just pleased that the MEN can somehow help the dogs’ home recover from this terrible event.”
Words: Peter Cribley