Gift Aid rebranded to increase reach and ease of use

The Giving Campaign is re-branding Gift Aid to increase its use by fundraising charities and make it more familiar to donors.

Brand consultants Wolff Olins has been hired to create a uniform identity and procedure for Gift Aid that all charities can adopt and use. Gift Aid allows charities to claim tax back on donations.

The design agency, in consultation with charities including Oxfam, Tommy's and Contact A Family, as well as the Inland Revenue, will look at the current use of Gift Aid, how it is perceived by donors and charities and how it is used and promoted.

The Charities Aid Foundation has estimated that only 20 per cent of donations are being gift aided.

Amanda Delew, director of The Giving Campaign, said: "We looked into the reasons Gift Aid hasn't had a higher take-up rate with donors, and one of the conclusions we came to was that it lacked a coherent universal brand. We want Gift Aid to become as familiar and ubiquitous as direct debit."

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