Charities missing out on £1.4 billion through low profile of payroll giving, says CAF
Howard Lake | 22 July 2005 | News
Research in June 2005 by Charities Aid Foundation (CAF) and the Royal Bank of Scotland into public perceptions of payroll giving has found that the method of giving is still far from popular.
Although employee donations have grown from £82 million in 2003/04 to £83 million in 2004/05, this still represents gifts by only 2% of taxpayers. These figures exclude matched funding from employers, but even adding in this figure for this year the total rises only to £95 million.
Income is low, but so too is public awareness of payroll giving. The survey found only half of the working population was aware of the scheme.
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The figure of £1.4 billion extra income is CAF’s estimate of what would be donated if the 42% of people questioned who said they’d be likely to give by payroll giving if their employer offered it were actually to do so.
Efforts are underway to promote payroll giving. A radio advertising campaign is being piloted in Wales and Mancester by the Institute of Fundraising, and NSPCC, Oxfam and Cancer Research UK are all running TV advertising campaigns, funded by the Royal Bank of Scotland.
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About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale.
He is the founder of Fundraising Camp and co-founder of GoodJobs.