Spectators at Sunday's Ranfurly Shield clash at McLean Park cheered for the winning Magpies and also cheered the spirits of volunteers collecting for the Brain Injury Association of Hawke's Bay.
Association chairman Brett Morris said the count-up at the end of the day showed fans had donated $737 which Mr Morris said was $150 more than what they collected at a Magpies match last season.
The Hawke's Bay Rugby Union has agreed to allow the association to stage a collection at one match a season.
Thirteen volunteers and six Newfoundland dogs were involved and Mr Morris said the unique dogs attracted plenty of attention. "One guy said 'that is such a beautiful dog' and handed over $20."
Mr Morris said fundraising was crucial for the association as it was expanding and needs were increasing.
He said there were 200 clients being catered for now and there were often more than 10 referrals a month for people who had suffered brain injuries.
Staging the collection at McLean Park before and during the match had special significance as some people who had played rugby had received serious concussion injuries and now required some special needs.
"Next year we are looking at staging a pre-season talk about the dangers of head injuries and hope to get an All Black along," Mr Morris said.
"We also want to get schools and clubs involved."
Mr Morris said many of those who donated money told collectors of someone they knew who had suffered a brain injury.
"I know someone you helped out," one man told him before handing over some money.
The collectors also put out the word the association was always looking for more volunteers to help with driving and assisting at activities and events.