In the same way as The Giving Campaign allowed a central approach to schools education to take place, the initiative has been wonderful at creating links with financial advisers. Financial advisers are a key audience to both The Giving Campaign and the Legacy Promotion Campaign.
Very early on the decision was made to co-locate the two initiatives to allow them to present a united front to business.
The Giving Campaign has also targeted us in its work. The establishment of the Gift Aid as a brand has been a major achievement with 40,000 Gift Aid packs distributed to charities. Gift Aid has not only been given added publicity among fundraising charities, but in December some three million people will receive promotional literature via the Inland Revenues tax mailings.
On the publicity front, there has been a major impact with 21 national articles,18 consumer pieces, 54 regional slots and numerous radio mentions.
Recently, the Financial Times ran an eight-page special pullout feature on understanding charitable giving. In an article, Lord Joel Joffe, who chairs The Giving Campaign, was quoted saying: "Can you afford to live on 99 per cent of your income? If we all donated 1 per cent of our income to charity, the dent on our finances would be minimal, but the impact on good causes would be huge. And of course, many wealthy people may want to give even more."