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| STILL
LOW TAKE-UP OF GIFT AID AS MAJOR PROMOTERS REACH THE END |
14/04/04 |
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Gift
aid conversion levels remain “astonishingly low”, according to a research
report commissioned by the soon to be defunct Giving Campaign.
Compiled by non-profit sector thinktank nfpSynergy, the study found wide
discrepancies in charities’ attitude to Gift Aid, with conversion rates
of the charities surveyed ranging from 80% to 20%.
Some of the results were “shocking”, according to nfpSynergy director Joe
Saxton. “All charities really should be doing what they can to make the
most of the scheme,” he said.
“I don’t say that out of ideology or tax reclaim fervour, but simply the
financial case is so compelling.”
The report features detailed case studies of The Woodland Trust and the
Salvation Army, both of which have converted over 80% of their donors to
Gift Aid, and outlines ten methods to convert donors to Gift Aid, including:
- Appointing a Gift Aid Czar to answer queries
- Building Gift Aid targets into performance indicators
- Mailing non-converters with a “solus” mailing
- Putting tax-effective giving on the trustees agenda twice a year
Those that are failing to convert, the report argues, often fail to use
such proven techniques. Its harshest critisism, however, is reserved for
the respondent who complained that frequent negative comments about charities’
failure to promote Gift Aid were unhelpful.
“Our respondent who found The Giving Campaign’s comments ‘unhelpful’ may
take solace since the The Giving Campaign will not be making them in the
future. They won’t exist,” it reads.
“Our concern is that it is not clear who will be taking up the task of promoting
Gift Aid in the future.” The Inland Revenue, it argues, “is singularly unsuited
to the task”.
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