Rainey Kelly Campbell Roalfe has landed a coveted place on the
Central Office of Information roster, picking up the brief to launch
Millennium Gift Aid.
Rainey Kelly pitched against DMB&B and Lowe Howard-Spink for the pounds
4 million account. Media planning and buying will be handled by Motive
The Millennium Gift Aid scheme was announced by the Chancellor, Gordon
Brown, in the March 1998 Budget. It aims to encourage 18- to
34-year-olds, who tend to make only one-off payments, to donate
regularly to overseas charities. The campaign will initially focus on
persuading young people to give pounds 5 a month from May 1999 until the
end of 2000.
The scheme is designed to support education and anti-poverty projects in
the world’s poorest countries. The Government has pledged to give almost
pounds 30 in tax relief for every pounds 100 donated, either as a lump
sum or through monthly payments.
At the moment, the tax incentive scheme is restricted to charities
working in certain foreign countries but the Inland Revenue has said it
could be extended to domestic charities as part of a Government review
of charitable giving.
The gift aid scheme itself is not new. But the existing scheme, which
was introduced in the early 90s and applies to all charities, only
provides tax relief on contributions of at least pounds 250 and has a
relatively low take-up rate as a result. The new scheme is expected to
be considerably more popular.
No-one at Rainey Kelly or the COI would confirm the appointment.