Rainey Kelly wins Millennium Gift job

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 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

Communications.



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.



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