Pakistan floods: Generous Britons donate £40m

Mr Gormley said the response was "unprecedented" after week-on-week donations soared by over 70 per cent.

More than £19.3m was raised over the past week, following donations of more than £11.2m a week earlier and £9.5m the week that the appeal was first broadcast on August 5.

The Disasters Emergency Committee said it had never seen such a pattern of giving in its 45-year history.

Mr Gormley said: "This response really is unprecedented.

"Sadly, for many who have yet to be reached, the situation is still at crisis point. Aid agencies are on the ground doing all they can to reach people, but support is needed for that work to continue. We cannot over-emphasise the need for more donations and the public's ongoing support if we are to continue saving lives."

The Pakistan floods have so far claimed more than 1,500 lives and have directly affected more than 17 million people, the appeal said.

The public can donate by calling the 24-hour hotline on 0370 60 60 900, visiting http://www.dec.org.uk or donating over the counter at any post office or high street bank, or sending a cheque. They can also donate £5 by texting the word GIVE to 70707.