Irish charity promotion campaign begins

Howard Lake | 19 June 2013 | News

The One Percent Difference campaign, which aims to increase the level of charitable giving in Ireland, today kicked off its advertising programme with a series of radio advertisements.

Described as phase one by the campaign, the initial advertisements are designed to rally the public to get involved with charities. Phase two will explain how The One Percent Difference will work and how it can make a difference. 

Plans are underway for a series of mini-documentary style TV ads, each one featuring a different member of the community who is implementing The One Percent Difference in their life. The organisers of the campaign say the purpose of documentaries is to imbue The One Percent Difference ‘with heart’.

The campaign will also feature charity from the business perspective with advertisements showing the value to small businesses of getting involved in charity.

A National Giving campaign was one of the four principal recommendations made in the 2012 Report published by the Forum on Philanthropy and Fundraising, the aim of which is to increase giving levels in Ireland across the board.

So far 508 charities have registered to be involved in the campaign.

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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.