Guide Dogs has partnered with Donate Mobile, an MVNO which donates 10 per cent of subscribers monthly spend to a charity of their choice.

“Our Guide Dogs supporters are committed and loyal and are always looking for new ways to support us, so it feels fantastic to be able to offer them an additional or alternative way to support the work we are doing without putting any additional strain on their financial commitments,” said Jayne George, director of fundraising and marketing at Guide Dogs.

“Through Donate Mobile we are offering them something we hope they will find hard to refuse – essentially helping us to transform the lives of even more people who are blind or partially sighted just by switching mobile phone service provider in a few simple steps. For Guide Dogs it’s not just an opportunity to increase revenue, it is also a way to build mobile relationships – something we are keen to do going forward.”

Donate Mobile, which runs on Vodafones network, first launched in February. It isnt the only MVNO with a charity focus – the WWF launched its own operator brand in January – but its differentiated by giving the consumer a choice of which charity theyd like to receive the proceeds, from the growing list of partners which Guide Dogs has joined.