Older people who feel their winter fuel payment could be better spent elsewhere are being encouraged to donate it to a worthy cause.
The Rotary Club of Maidenhead (RCM) is once again reviving its campaign to persuade residents to give up their annual allowance to help those who may need it more over winter.
UK citizens can receive between £100 and £300 every winter if they were born on or before January 5, 1952, but the system is not means-tested.
Former president John Grail had the idea to launch the initiative after hearing a radio debate on whether or not the payment should be linked to need.
The scheme has proved to be a popular idea since its inception two years ago, and last year's appeal raised £1,675 to help disadvantaged children in the borough and support Maidenhead Citizens Advice Bureau and Maidenhead Salvation Army.
Club president Patricia Latimer said the club was specifically donating to charities and organisations who can use the cash to offer frontline help to families and individuals, with many households struggling with the rising cost of living.
She said: "I think it's a scenario which everybody can sympathise with and understand, even if you have been lucky enough never to have experienced it."
Basic-rate taxpayers can also ask for the money to be treated as a Gift Aid donation, increasing the value of a £100 donation to £125.
To donate, contact club secretary Mike Holness by emailing email@example.com or writing to Secretary, Rotary Club of Maidenhead, 29 Laburnham Road, SL6 4DB.
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