@bibbidybobbidyboo I appreciate that - it's always wise to check who a charity are! I had a head start because I saw it shared by a senior clinician, the day after it was founded. This person is not prone to sharing links much at all, far less ones she's not sure about.
I hope knowing it's been featured on BBC Breakfast reassures you.
The BMA's own fundraising page, which channels money to other org.s, states: We fully support other charitable efforts such as NHS Heroes that are raising funds for frontline NHS staff during the COVID-19 pandemic and are working with them closely.
NHS Heroes, which is what the fundraiser I'm linking to supports, was set up last Friday. It's literally a week old - that's why the online footprint is slight. But they are, as they claim, supported by the BMA, and they have been supported by the BBC on launch. It's fairly hard to get much media traction right now, it seems. Though clapping does it, because it's more visual and less depressing.
More briefly: yes, they're legit.
Again, people can help by sharing, as well as donating. What matters are numbers of people who see it - if you can't afford to donate right now, and with what's happening, many won't, a share costs nothing and will spread that way. Social connections - we've all learned, these past months, how that works. Someone first caught this, and now every person infected is connected to them in one long chain. But that can work positively, too. Every donor first saw the link because someone else shared it. Continuing that chain also has great value. It will ensure donations greater than any one person could make, themselves.
Apart from anything else: our care, and the patient survival rate, will depend more than anything else on the health and resilience of the workforce. We really do need to help them to help us.