We request HMRC temporarily allow non-cash charity donations, made using loyalty points and rewards, to qualify for Gift Aid. This can increase the donation value by 25% (where the consumer is eligible).
As a result of COVID-19 many UK charities are experiencing a significant increase in demand. Meanwhile their ability to fundraise is in crisis with major events cancelled and cash donations in decline.
This short-term measure could encourage millions more consumers to fund charity donations using their loyalty points and rewards and increase the value of these donations by 25%. It may also encourage more brands to make charity donations a pivotal part of their programmes at this time.