Charities still failing to promote share giving, says Giving Campaign

first_img A nfpSynergy research report, commissioned by The Giving Campaign, shows that charities are failing to promote share giving to donors, despite the fact that, according to the Inland Revenue, share giving was worth almost £150 million in 2001/02 alone.According to an analysis of self-assessment forms as at Autumn 2003, almost 22,000 sharegifts were made, averaging around £7,000 per donation. Over 12 million people in the UK own shares and The Giving Campaign is urging charities to promote share giving in order to benefit from this high-level income stream.Joe Saxton, Director of nfpSynergy, commented: “It looks as through Share Giving is the Cinderella of new fundraisingtechniques: unpromoted and unloved by fundraisers but nonetheless raisingextraordinary amounts of money. Indeed with an average donation of £7000 it may be that donors are using Share Giving as a kind of ‘living legacy’ – a highly tax-effective way for people to dispose of substantial assets in their lifetime to charities they care deeply about. The really excitingprospect is that when charities do start to comprehensively build share giving into their fundraising mix we could then see £500 million or even a billion raised each year within a decade.” Advertisement AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to LinkedInLinkedInShare to EmailEmailShare to WhatsAppWhatsAppShare to MessengerMessengerShare to MoreAddThis About Howard Lake Howard Lake is a digital fundraising entrepreneur. Publisher of UK Fundraising, the world’s first web resource for professional fundraisers, since 1994. Trainer and consultant in digital fundraising. Founder of Fundraising Camp and co-founder of GoodJobs.org.uk. Researching massive growth in giving.  17 total views,  1 views today AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to LinkedInLinkedInShare to EmailEmailShare to WhatsAppWhatsAppShare to MessengerMessengerShare to MoreAddThis Charities still failing to promote share giving, says Giving Campaigncenter_img The nfpSynergy report explores why charities are reluctant to promote share giving and suggests a number of guidelines to address this. These are:promote it little and often, explaining the tax incentivetarget share giving at high value donorstimely promotions (e.g. when there are ‘windfall’ share hand-outs)identify an individual/department who will be responsible for share givingpromote Share Giving as part of a complete service for supporters Share giving enables the donor to claim full tax relief equal to the marketvalue of the shares on the day the gift is made, together with tax relief onassociated costs such as brokers’ fees. For example, a higher rate taxpayergiving a charity £1,000 worth of shares, is entitled to reclaim £400, and a basic rate tax payer giving £1,000 would be entitled to reclaim £220. Furthermore, no capital gains tax will apply.Very few charities seem to mention share giving on their Web sites as a tax-effective method of giving. One example of a small charity that does mention it, and includes a print-out form for share givers to send in with the shares, is the Gwalior Children’s Hospital. It features the sharegift option throughout its site on the navigation bar.The Giving Campaign has published a free Share Giving Guide for Donors, whichcharities are encouraged to download, apply their own logo and distribute. Tagged with: Digital Research / statistics Howard Lake | 4 May 2004 | Newslast_img read more