Mrs Burrows, general manager of Dingles (later to become known as the House of Fraser until its closure in 2019), paved the way for the department store to use City's players and the club's name in a series of special promotions. With City's finances in poor shape at the time, just twelve months after the run to the quarter-finals of the FA Cup, the Express and Echo reported her as saying: 

"It is really a partnership. This is not our venture, this is an Exeter venture. I believe that Exeter should have a successful football club. It would be a very great loss if it had to close down." 

The paper also noted that Exeter's Chamber of Commerce and Trade had agreed to support the club by circulating its 650 members with details of how even small-scale fundraising could help the Grecians. Of these businesses, Dingles was apparently the first to step forward.