James Reed, chairman of reed.co.uk, is calling on business leaders and entrepreneurs to dig deep for The Big Give’s Grenfell Tower Fire appeal in a bid to raise £3m that would provide every flat of the 120 affected with £25,000.
Within hours of the tragedy unfolding, the Big Give set up its matching fund which now stands at £1.8m . So far there have been 10,000 donations.
Reed, who has lived all his adult life in Kensington and Chelsea where Grenfell Tower is sited, says : “We have had some six figure donations from business people, a number of them local to the area. These large gifts have allowed us to double up the donations from the public."
He said: “I love this neighbourhood, its diversity, its vibrancy and its friendliness. It’s where my wife and I raised our family. My daughter is in Australia and was awake when the news broke. She rang me at 3am to tell me what was going on. I was away on a work trip. I turned on the TV and watched the reports in utter horror.
"Every morning I can see Grenfell Tower from my landing window and every morning I feel motivated to raise more money to help the people affected by this terrible fire.
“It is shameful that this can happen to people in this neighbourhood in 2017. The community is sad and angry. We can’t turn back the clock – but we can and must help.”
Reed has also made a YouTube
appeal to encourage businesses to donate to The Big Give matching fund.
Reed adds: “ I ask other business people to reach into their pockets and help push this fund towards the £3m mark. We will hand that money straight over to the Kensington and Chelsea Trust and will ensure that from there it goes directly to those most in need. We can not have survivors from this tragedy worrying about where they are going to be sleeping over the next few weeks and months.”
The Big Give was founded by James’s father Sir Alec Reed in 2007 and has helped to raise £82m for UK-registered charities.