LOVED ones of a man who died during the Great North Run have launched a charity fundraising effort in his memory.

David Colley was in the final mile of Sunday’s Tyneside half-marathon when he collapsed and died.

A post-mortem examination concluded the 58-year-old, of Hull, east Yorkshire, an experienced runner who had completed the Great North Run several times during the previous decade, died of natural causes.

In the days afterwards, Mr Colley’s family issued a statement saying: “David was a regular runner who loved taking part in the Great North Run and always looked forward to the event. We are absolutely devastated.”

Now family and friends of Mr Colley have started an online fundraising campaign, in aid of the British Heart Foundation.

In just a couple of days, nearly £5,000 has been donated, with many donations coming from fellow Great North Run participants.

One donor, Sharon, posted on the justgiving.com page: “RIP Mr Colley from GNR runner. Thoughts and prayers are with your family and friends.”

Carole and Gary Fee wrote: “A very sad loss, Dave was such a nice person and will be missed by all who came into contact with him, a pleasure to have worked for and with, always a smile and had time for everyone.”

One anonymous donor gave £200 to the appeal.

Louise Parkes, director of fundraising at the British Heart Foundation, said: “We are truly sorry to hear of the passing of David Colley at the Great North Run on Sunday 13th September and offer our condolences to his family and friends.

“We feel very privileged that his family have chosen to fundraise for the British Heart Foundation in his memory. All the money raised will help us continue to fund research to help the fight against heart disease.”

To make a donation, visit justgiving.com/davidcolley