I thought this was lovely and so genuine too.
IMO this is exactly what the RF should be doing - highlighting these small, very little known charities & fundraisers. It also links back so well to their established links (like Heads Together and all the all mental health charities they've worked with).
Using their massive spotlight to bring attention to these causes is exactly right, and in such a relatable way.
Same as with Catherine and the baby banks. My mum was chatting to me about seeing Catherine and the children's visit on the news and how she was planning to hand in donations to a similar scheme our GPs surgery is promoting, and telling all her friends about it too.