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Friend was set up in 1971 as a Campaign for Homosexual Equality (CHE) taskforce intended to become CHE's counselling arm. By the end of the year Friend had been relaunched, becoming a separate national counselling and befriending organisation. As the London-based organisation (often known as London Friend) began to spread to the provinces, and local groups grew up, the whole network began to be known as National Friend. It was incorporated as a limited company in 1987, under the name of National Friend Ltd.
National Friend became a network of groups whose volunteer members provided information, support and befriending to lesbian, gay and bisexual people. Local groups were affiliated to National Friend, though they remained autonomous within agreed guidelines, which included a constitution, code of ethics, code of practice, an equal opportunities programme and a complaints procedure. In 1995 there were 31 local groups using either the name Friend or Gay Switchboard.
National Friend worked through a National Committee/Council of Management, whose aim was to support the local groups, provide guidance, advertise the work of Friend to outside agencies and hold conferences on subjects of mutual interest. In 1998, a grant from the National Lottery Charities Board enabled the development of a Birmingham office base and the employment of two members of staff to deal with administration, publicity and fundraising.