After its incredible success with Gromit Unleashed and Shaun in the City, Wallace & Gromit's Grand Appeal - the Bristol Children's Hospital Charity - knew it needed to do something entirely different for its third charity sculpture trail, Gromit Unleashed 2. Through its partnership with NMI (formerly Creditcall), the international payments enablement company, it developed a new fundraising stream in a world-first for charity arts trails through the widespread implementation of contactless donations.
Contactless payments became the UK's most popular payment form in 2018, accounting for almost one-in-two in-store card transactions. NMI and the charity identified this trend as a key area of growth for trail fundraising and over the course of twelve months, created and implemented a contactless donation strategy which was responsible for a 309% increase in unsolicited donations compared to its previous arts trail.
Not only did this bring in over 9,000 additional donations to the charity during the trail, the technology allowed The Grand Appeal to shine the spotlight on Bristol Children's Hospital to the millions of international trail fans. Its legacy has paved the way for a new fundraising stream not just for the charity, but for other sculpture trails across the country.