Committed and regular giving

Committed giving is the most valuable and consistent form of individual donations. This form of giving can provide the best financial return on promotional activity. Encouraging regular gifts helps the charity build a supporter base as the ‘door opens’ for regular contact with the donor. Around a fifth (18.6 per cent) of adults, 10 million people, give in a planned and regular way.

Methods of planned and regular giving include:

  • Direct Debits / Standing Orders - monthly gifts direct from donor’s bank account (can be made tax effective through Gift Aid).
  • Covenants - an agreement to support a cause with a specific amount at specified times (can be made tax effective through Gift Aid).
  • Payroll Giving - a charity donation scheme run by employers, (tax effective at source, separate from the Gift Aid scheme. Offered free of charge through WCVA.
  • Membership / ‘Friends of…’ schemes - donors pay subscriptions (which can be treated as donations under the Gift Aid scheme depending on the value of the benefits received in return for the subscription).
  • Cash or cheque - not as efficient as the mechanisms stated above as donor’s will need continuous reminding (can be made tax effective under the Gift Aid scheme).

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