Chai Cancer Care is revolutionising small-scale charity giving with a “tap and give” initiative.

Golders Green shoppers cannot failed to have noticed a life-size cut-out of Chai ambassador George Rosenfeld in the window of the Kosher Kingdom supermarket, asking for a “Chai five”. Those responding with a credit card or mobile device donate £3 to the cause.

The charity intends to take the donation promotion to other kosher stores including Tapuach in Hendon, Daniels in Temple Fortune, Brackmans Bakery in Prestwich and Haydn’s Kosher Meats in Whitefield.

As the project was launched at Kosher Kingdom, Chai’s chair, Louise Hager, said the proceeds would benefit the 3,500-plus cancer patients and their loved ones who rely on the charity for support.

“Having this facility so easily accessible means that people have the opportunity to give on the spur of the moment,” she explained. “It’s the 21st century version of the tzedakah box concept.”

Shopper Natasha Freiberger applauded the simplicity of the idea, saying: “This is such a fun and unique way to donate. Well done Chai.”

As the face of the campaign, George Rosenfeld was particularly excited about its potential to engage the community “in a new and exciting way. I’ve seen first-hand at Chai’s London centre the incredible support they offer to cancer patients and their loved ones.”

The charity reports that hundreds of people have donated in the first days of the campaign.

In a statement, the Kosher Kingdom management said they were “honoured and delighted to be the first location to partner with Chai in their most original initiative”.