Londoners refuse to give charities the cold shoulder this year.
Williams Coffee Pub on Highbury Ave is using the past weekend’s plentiful snowfall to raise money for the United Way.
“What better thing to do than to build a snowman?” Coffee shop franchisee Brennan Berlemont said. “We decided to build a snowman and see how big we could make it and it ended up being 14 feet tall.”
Berlemont is answering the call of the United Way London and Middlesex, which in late January pleaded for an increase in donations or risk falling short of its $9.1-million fundraising goal.
United Way’s executive director Andrew Lockie has noted that the organization has not reached its goal, with the annual campaign at risk of falling $250,000 short unless Londoners donate more.
“For every photo that somebody takes with Willie the snowman and when they share it to our Facebook page, we will donate a dollar to united way,” Berlemont said. “We will also be donating 10 cents for every hot chocolate sold until he melts.”
The United Way’s campaign officially wraps up on March 5.