# Gift Aid Consortium boosts Gift Aid conversion

- Link: https://fundraising.co.uk/2003/05/01/gift-aid-consortium-boosts-gift-aid-conversion/
- Published: 2003-05-01T23:00:00+01:00
- Author: Howard Lake

The 2002/03 multi-charity Gift Aid Consortium campaign has reported a 17% increase
in response compared to the 2001/02 campaign.
The Consortium involves some of the
UK’s leading charities pooling their data and sharing costs to contact their mutual
supporters to make a single Gift Aid request that covers all of the charities they
support who have contacted them.

It has run every year since Gift Aid was introduced and is one of the few examples
of a strategic through-the-line communications campaign in the voluntary sector.
Since its formation 30 of the UK’s leading charities have participated in the Gift
Aid Consortium, raising them an estimated £3 million in additional revenue.

Previous campaigns were simple in design: charity supporters were sent a mail pack
and non-responders were contacted by telephone four weeks later. This year’s successful
campaign was delivered through the use of an integrated mail, inbound telephone,
outbound telemarketing and Web based campaign.

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This year’s campaign followed research conducted in January 2002 that identified
procrastination and a level of misunderstanding about Gift Aid as key reasons for
non-response. As a result, the campaign structure was enhanced, making it easier
for supporters to respond and simplifying the Gift Aid message. The introduction
of these campaign refinements saw the percentage of supporters giving their Gift
Aid declaration increase by 24% to 37.5%.

Karl Holweger, Chief Executive, Pell & Bales, said: “At a time when all charities
should be looking at ways to increase the Gift Aid penetration of their databases
and declarations are proving harder to gain, the Gift Aid Consortium offers a proven,
cost effective and unique way for charities to secure more Gift Aid declaration.”

Pell & Bales are the lead agency co-ordinating the project and providing telemarketing
services. Database management is being provided by Occam with The Response Team 
providing mail pack creative, production and Web site development.

The 2001/02 Gift Aid Consortium campaign won the Best Fundraising Award at the 2002
Marketing Direct Intelligence Awards.

If you would like to get involved in this year’s campaign please contact: Paul de
Gregorio, Account Director, Pell & Bales on

020 7689 4333 extension 340.

 * **[Lloyds TSB Foundation reports on impact assessment](https://fundraising.co.uk/2003/05/14/lloyds-tsb-foundation-reports-impact-assessment/)**(
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 * **[The 50 most influential people in fundraising?](https://fundraising.co.uk/2003/05/15/50-most-influential-people-fundraising/)**(
   15 May 2003)
 * **[Professional Fundraising award forms available](https://fundraising.co.uk/2003/05/24/professional-fundraising-award-forms-available/)**(
   24 May 2003)