Fund raising

Raising money for the scheme proved a great success and on 18 October 1914 the 'Sunday Times' reporting on the splendid response to the initial request for help, published a long list of well-known names of folk who had already donated money. On the second meeting of the Committee, 20 October, Berkeley was able to report that Fund contributions stood at just over £12,000. A week later this figure had risen to £31,000. The total eventually subscribed amounted to £162,591 12s 5d, most of this coming from thousands of small gifts sent by ordinary people from all parts of the United Kingdom. A notable factor in this success was the publicity campaign organised to great effect by Hedley le Bas.

Le Bas's publicity campaign:
Le Bas reported on 27 October that 39,200 appeals had gone out by post. In addition to those sent to private individuals he also sent 7,000 specifically directed at 'those who kept more [than] five servants', 1,500 to social clubs, 1,500 to golf clubs, 1,600 to schools and 2,600 to Masonic Lodges. Although collection boxes were also sanctioned for places like shops, hotels and the theatres the Committee came down firmly against street collections.

Le Bas despatched 12,000 appeals to commercial organisations, making sure that most of these were directed at firms 'benefiting by contracts for war supplies'. He also targeted specific areas, sending out 18,000 appeals to addresses in Kent and Hampshire, counties in which there were large concentrations of troops. This proved most productive and with the Committee's agreement sent out a further 500,000 appeals to other counties in two stages in November.

The Committee recognised the need to justify their efforts, beyond simply relying on the obvious goodwill the Fund engendered and the Duke of Devonshire highlighted the positive indirect social consequences of the Gift Fund in a letter, dated 25 November to 'The Morning Post':

"In subscribing to Her Royal Highness's fund the public have the satisfaction of knowing that they are not only contributing to the present itself but are affording much-needed relief in industries which are suffering in the war."