THIS week's Swindon Cares extravaganza has set a new standard for fundraising in the town.

At the moment it is not yet known how much money has been raised but it will be more than the £14,000 amassed last year.

And thousands of people have enjoyed one or more of the many activities which have taken place, digging deep into their pockets to make the initiative a success.

The last event of the week was a dress down day which took place all over town, including this merry group pictured above at Zurich.

The week started with a family cycle ride and treasure hunt at the weekend, and the High Sheriff's concert with Pegasus Band at Christ Church in Old Town that raised a staggering £5,000.

There have been two quiz nights one for pubs and one for companies as well as a six-a-side football night at Swindon Town and a speed dating event attended by 70 people at The Apartment nightclub on Thursday, which contributed £1,500 to the coffers.

Swindon Cares chairman and managing director of Arkell's Brewery, James Arkell, said: "Most firms do individual fundraising things, and I think the great thing about Swindon Cares is that there is such a cross-section of companies, bumping into a great cross-section of people.

"It's great to see Swindon doing something for local charities, but if we get people together, then at the very least that's a good achievement.

"There was plenty of planning for this, and it meant we could all enjoy the week and do our bit.

"This year we have touched more people, and got more people together, and that's half the battle for next year. I am sure that more people are aware of the name Swindon Cares and what we are doing."

Swindon Cares is an umbrella group of local businesses and organisations, including the Evening Advertiser, Nationwide, Zurich, BBC Radio Swindon, Swindon Council, the Rotary Club of Swindon, Arkell's brewery, GWR FM, and Swindon Chamber.

This year it is raising money for the Swindon Cancer Appeal, the NSPCC, Age Concern in Swindon and the GWR FM Community Trust.

The proceeds from Swindon Cares week will be distributed between the four charities later in the year. Anyone who would like to make a donation can send a cheque payable to Swindon Cares to Michelle Leighton, Community Affairs, Nationwide Building Society, Nationwide House, Pipers Way, Swindon, SN38 3FN.

Tom Morton