In late 2020, a group of Payroll Giving fundraisers set out to fulfill a long-standing ambition – to establish a dedicated space in the calendar for the promotion of Payroll Giving. Historically, this form of charitable giving has lacked visibility compared to other fundraising initiatives. Inspired by campaigns such as Remember a Charity, which annually spotlights legacy giving, the fundraisers determined that it was time for Payroll Giving to receive similar attention.

Born out of the Payroll Giving Forum, a collective of charities with extensive Payroll Giving programs, the founding member organisations worked to create a new campaign to be launched in February 2021. At the time, the sector was still grappling with the impact of the COVID-19 pandemic, leaving little lead time for the initial campaign. As such, the charities had to design an initiative that reflected the realities of the times. With the support of leading professional fundraising organizations, Payroll Giving agencies, and industry bodies including the Chartered Institute of Fundraising (CIoF) and the Chartered Institute of Payroll Professionals (CIPP), they assembled a social media-driven campaign aimed at increasing awareness and income. The hashtag #LovePayrollGiving was born.

Numerous charities, ranging from large national organisations to smaller local ones, reached out to offer their support for the campaign and to inquire about unlocking the potential of Payroll Giving. The level of engagement and support was remarkable, signaling an opportunity for the sector to shine a spotlight on this giving mechanism and for charities to connect with their donors and supporting companies. Moving forward, we now have this dedicated website, and there are plans to grow awareness of Payroll Giving each year. The possibilities are truly boundless.

Thank you to the following charities, Professional Fundraising Organisations, Payroll Giving Agencies and other stakeholders for their efforts and support: