Innovative non-profit Tap London launches contactless giving initiative in partnership with the Mayor of London

On November 28 non-profit organisation TAP London launched a new charity fundraising drive in partnership with Greater London Authority. Donation points are emerging across Central London, including Seven Dials, in the heart of the West End. 

TAP London is a volunteer-led organisation, founded in 2017 by two young Londoners (Polly Gilbert, and Katie Whitlock), who sought to find new and innovative ways to tackle London’s homelessness issue using technology. After two years, and two pilot initiatives, they were awarded funding and partnership for this project through the Mayor of London’s Rough Sleeping Innovation Fund.

The project invites Londoners to give a one-off £3 donation through a contactless device - installed either on a countertop or in a window display. All donations are processed in less than half a second, donor’s details are encrypted, and 100% of every donation made goes to the 22 charities in the London Homeless Charities Group. The technology has been supplied by fintech start-up GoodBox.

Polly Gilbert, Co-Founder at TAP London, said: “We believe that small acts of generosity can add up to meaningful change. If we each made just one ‘TAP’ to tackle homelessness - we can create radical, lasting impact on expanding and sustaining vital services for homeless people. TAP London are thrilled to be partnering with the Mayor of London on this project and look forward to sharing news of the campaign’s progress with Londoners.”

Karen Baines, Head of Group Marketing & Communications at Shaftesbury commented: “The launch of this innovative charity campaign in Seven Dials represents our dedication to giving back to those in need within the local community of London. Upon learning about the project, we quickly recognised it is a scheme Shaftesbury is firmly on board with and wanted to be involved in. The central location of Seven Dials, situated in the heart of London’s West End, attracts a consistent high volume of footfall year-on-year and makes an ideal location for such a great cause as it will certainly capture the attention of the many visitor’s. We are proud to be part of this initiative and our TAP point at 36 Monmouth Street enables us to contribute to the campaign this Christmas.” 

  • TAP London are launching a total of 91 contactless donations points across London, where the public can give a £3 donation towards tackling homelessness.

  • Launched in partnership with the Mayor of London, all monies raised will go to the London Homeless Charities Group - a coalition of 22 charities - including Crisis, St Mungo’s, Connection at St Martin’s.

  • The initiative aims to encourage Londoners, who are carrying less and less cash, to be able to donate quickly and easily.

  • TAP London was founded in 2017 by two Londoners (Polly Gilbert, 26 and Katie Whitlock, 29), who felt helpless in the face of rising homelessness, and quit their jobs to do something about it.

  • Fintech start-up GoodBox provides the contactless technology and end-to-end payment stack behind the initiative.

Editors Notes

Contact Details

Polly Gilbert, Co-Founder, TAP London: / 07891019341

35 contactless donation points have been launched across London today, with another 56 to be installed

in the coming weeks. Locations include Curzon cinemas, Westfield Shopping Centres, coffee chain Gentleman’s Baristas, Vodafone, WeWork, Protein Studios, Harold Pinter Theatre and more. A list of all live donation points can be found at

TAP London has received vital support and funding from the Mayor’s Rough Sleeping Innovation Fund, Berkeley Foundation, GoodBox and Heart of London Business Alliance.

The Mayor’s Rough Sleeping Innovation Fund aims to stimulate new and innovative approaches to tackling rough sleeping in the capital. It offers grant funding to local authorities and organisations tackling rough sleeping, to pilot new ideas and develop new services in the sector. Projects to benefit so far include TAP London, Change Please coffee kiosks and the award-winning Beam initiative to crowd-fund training for homeless people.

Founded in 2016, GoodBox is a fundraising focussed technology company. Its focus is on fundraising solutions that harness digital and card present payments. GoodBox aims to drive incremental revenues effortlessly by delivering the most innovative technology, products and services to the sector.

The London Homeless Charities Group is a coalition of 22 charities providing direct services to homeless people across London. This coalition offers Londoners an easily accessible, single donation point with all donations split between the charities and going towards vital services.

The TAP London creative campaign was created by Brixton-based agency Bond & Coyne.

About Shaftesbury

Shaftesbury PLC is a Real Estate Investment Trust, which invests exclusively in the liveliest parts of London's West End. Our objective is to deliver long-term growth in rental income, capital values and shareholder returns.

Focused on restaurants, leisure and retail, our exceptional portfolio extends to around 15 acres, clustered mainly in Carnaby, Seven Dials and Chinatown, with substantial ownerships in east and west Covent Garden, Soho and Fitzrovia.

In addition, we have a 50% interest in the Longmartin joint venture with The Mercers' Company, which has a long leasehold interest, extending to 1.9 acres, in St Martin's Courtyard in Covent Garden.

Our proven management strategy is to create and foster distinctive, attractive and prosperous locations. It is implemented by an experienced management team, with an innovative approach to long-term, sustainable income and value creation, and a focus on shareholder returns. We have a strong balance sheet with conservative leverage.

Seven Dials

Seven Dials is home to 95 shops, including international flagships and concept stores, renowned beauty and grooming salons, as well as over 90 vibrant cafes, restaurants, bars and pubs. The area comprises of Monmouth Street, Earlham Street, Neal Street, Shorts Gardens, Neal’s Yard, Endell Street, Shelton Street, Mercer Street and the Seven Dials monument.  Combined with two luxury hotels, five theatres, two private members clubs, a large number of apartments and offices, Seven Dials is a unique retail and leisure destination in the heart of London.