Chief executive Paul Barber says he is ‘very proud’ of the players after they set up the Albion As One initiative.
The scheme aims to raise funds for local charities and was kicked off on Thursday by a substantial donation from the squad, led by skipper Lewis Dunk and Glenn Murray.
Owner Tony Bloom and the club’s directors have also pledged money and the scheme will be open to club staff as well as supporters to donate.
Barber said: “I am very proud of what the club has done with Albion As One and the players have made a fantastic gesture.
“It is something that was driven by them. They wanted to set up the fund which is something everyone else – our staff and fans – can contribute to.
“The local community has always been there for the club, during some difficult times in the past.
“Charities are struggling to raise funds at the moment because of the impact of the virus. And yet this is probably the time when vulnerable people in the local community need them more than any other time. The players and the club recognise this.
MA+ members & STH only - Log-in required
“I suspect a lot of our staff and fans will donate and we could end up with a substantial sum of money.”
Barber also spoke about other initiatives including reaching out to more than 2,000 vulnerable and elderly fans in recent weeks.
The club has also set up a COVID-19 testing centre at the Amex in association with NHS and on Friday Albion will launch a scheme in conjunction with Bill’s Restaurants which will see meals delivered to vulnerable supporters.
“I have made some calls myself and it has been a very uplifting experience. In fact, it is the one thing that I will probably remember more from this crisis and the club’s reaction to it," added Barber.
“But I am very proud of what the club has done and will continue to do, just like so many other clubs have been doing up and down the country.”