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in a nutshell

We were approached by Oxfam to develop a suite of training and information materials to help boost knowledge and understanding amongst shop employees and volunteers, with the aim of increasing the number of donors signed up to their Gift Aid scheme.


the challenge

Oxfam operate approximately 650 shops across the UK, with more than 23,000 volunteers responsible for their day-to-day operation. Data showed that there was a missed opportunity surrounding Gift Aid, perpetuated by mis-information and a lack of up-to-date training. Our challenge was to provide shops with the right tools to help increase volunteers’ understanding of Gift Aid and to provide Shop Managers with a training session that would prepare them to deliver a volunteer training session in their own shops.

the response & delivery

We understood that training sessions for Shop Managers needed to cater for a range of capabilities, and that the thought of delivering a training session to their own shops was quite a daunting prospect for some. To combat this, we pitched our training sessions as a ‘shop conversation,’ creating a more informal way for managers to train to their volunteers on the Gift Aid process and its benefits to the charity. We created a set of Manager Guide cards, with the details of their manager training session on one side, and on the reverse, a step-by-step guide to running their own conversation. Directly linking the content from the two, created a highly effective ‘train the trainers’ approach, which gave Shop Managers increased confidence and enthusiasm when running their shop meeting.

To complement the sessions, we created Gift Aid performance posters for each shop, pocket-sized guides for volunteers and a short animation that covered the entire Gift Aid process – therefore being applicable to future volunteer induction.


Gift Aid


in additional
Gift Aid income


managers engaged
through our

the impact

“Our Managers loved the workshop and all the materials – it was different to anything they’ve experienced with Oxfam. We’ve seen a minimum of +2% increase in Gift Aid contributions, with some shops increasing contributions by as much as 17%.”

Kerrie Eleftheriou, Trading Internal Communications Manager