The Giving Campaign has created a new post to boost the availability of charity ISAs and other financial products that raise money for the voluntary sector.
The campaign has appointed Terry Bryan, who has 20 years' experience in financial services, as campaign manager to promote the concept to charities and financial institutions. One of Bryan's main tasks will be to facilitate partnerships between the sectors and to promote the development of new products and services.
"There is a market opportunity here from which both sides can benefit, and I am looking forward to seeing some tangible new initiatives emerging," he said.
Bryan, who joined from Natwest, where he was head of marketing communications, will be developing recommendations made last September in the Giving Campaign's research report, Charity financial products: A new approach to giving.
The report highlighted the potential of charity financial products to become a major source of charity income.
Recent research puts annual charitable giving from the general public at £7.3bn. Income into life and investment financial services is 12-times higher, at about £85bn. The Giving Campaign says that if just a small percentage of this was directed to good causes via charity products, the impact would be considerable.