The Inland Revenue has appointed direct marketing agency Cramm Francis Woolf to launch a &£3m campaign promoting charity donations through the payroll.
The campaign will target employers and will highlight measures unveiled by the Chancellor of the Exchequer Gordon Brown aimed at boosting donations to charity among 18- to 34-year-olds. Donations through the payroll are not taxed by the Treasury, and the Government is offering a ten per cent supplement to all donations made.
The agency will undertake a three-year programme to encourage more employers to offer a payroll-giving scheme to their employees. CFW managing director Paul Woolf says: “We aim to double the amount donated through payroll in the next three years, and to increase access to a payroll-giving scheme from one in five to one in three employees.”
The campaign will run alongside a series of workshops and exhibitions where employers can discuss setting up the scheme. A previous campaign is thought to have failed because it targeted employees, the majority of whom were unable to donate in this way because their employers did not have the software to operate it.