WORKSHOP: CASE STUDY - Gift Aid undergoes a brand makeover


Background: Gift Aid enables charities to claim an additional 28p per pound from the Inland Revenue on each donation that they receive from a UK taxpayer. The Charities Aid Foundation estimates that only 11 per cent of donations that could be "Gift Aided

are being given in this way.

Last year, the Inland Revenue gave charities an extra £472 million through Gift Aid, but the figure could have been much higher if the scheme had been used and promoted by charities more widely.

Amanda Delew, director of The Giving Campaign, says: "We looked into some of the reasons why 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 that all charities could adopt and use."

Aims: To increase the use of Gift Aid by fundraising charities and to make it more familiar to donors. "Our goal is for the new brand to become as ubiquitous as the direct debit symbol,

says Delew.

The Giving Campaign commissioned consultants Wolff Olins to come up with a new identifiable brand that would raise awareness and recognition of Gift Aid by donors and provide a stable, trusted brand for fundraisers to adopt and use.

How it worked: The rebranding process looked at the current use and promotion of Gift Aid and addressed the way in which awareness and recognition of the brand could be increased. This process included the development of a new, readily identifiable Gift Aid logo and a detailed toolkit providing the necessary tools and guidance that fundraising charities would require to implement the new brand.

Joshua Blackburn, of Wolff Olins, says: "The Gift Aid brand needs to change the way that people give. It's such an obviously good thing, and the brand simply needs to communicate how easy it is to make use of it, for charities and donors alike."

Distribution is also key to the success of this new brand. As a result, a CD-Rom containing the toolkit and logos for the new brand has been distributed to a large number of charities, and it is available to download from both the Giving Campaign's web site,, and the Inland Revenue's web site,, free of charge.

The Giving Campaign is also planning a major promotional campaign in December to raise awareness among donors of the new brand ahead of the important Christmas period.

Results: Gift Aid was formally launched at the Institute of Fundraising convention in July and has been warmly received by the charity sector.

Oxfam and Diabetes UK are two examples of high-profile charities that are already applying the new brand to current and forthcoming advertisements and appeals. The Gift Aid Consortium - representing a number of leading fundraising charities aiming to convert their donors to Gift Aid - is also intending to use the new brand for its next major direct marketing campaign.

So far more than 1,000 organisations have received the toolkit, not including those who have downloaded it from the Giving Campaign and Inland Revenue web sites.

Contact: The Giving Campaign at or call 020 7930 3154.

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