Chugging gets better Gift Aid results than mailing

Chugging is the most effective way of converting donors to Gift Aid, according to a new survey by think tank nfpSynergy.

The poll, which asked 140 charities about their experiences of Gift Aid, found that 75 per cent of charities that had tried soliciting Gift Aid declarations while street fundraising had reported 'great success'. In comparison, 51 per cent of charities described asking for Gift Aid declarations in mailings to existing donors as a great success and 47 per cent said the same of telephone calls.

The survey also showed that, six years after Gift Aid was first launched, charities have signed up an average of only 53 per cent of their eligible supporters to the scheme.

According to previous nfpSynergy research, the figure has grown from an average of 45 per cent in 2003 and 40 per cent in 2002.

The percentage of supporters signed up to Gift Aid by individual charities varied from 20 per cent to 80 per cent.

Joe Saxton, co-founder of nfpSynergy, criticised charities at the lowest end of the scale. "I agree that Gift Aid regulations could be simpler, but how can an organisation that has willing donors not get the money it is due?" he asked. "The only conclusion we can draw is that these charities are not pulling their fingers out."

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