Communications and appeals

Appeals and reporting back

 To meet the minimum standard for UK Aid Match, an appeal must:

  • seek to raise at least £100,000, within a 3-month appeal period. Donations must be from people (not businesses) living in the UK and go towards an eligible international development project
  • clearly communicate to the UK public what their money and match funding will achieve
  • clearly communicate as part of all appeal communications, the 'UK Aid Match message' – that all public donations will be doubled/matched by the UK government, and use the UK Aid Match logo on all applicable communications activities with appropriate messaging
  • use a pro bono communications partnership (see communications partnership) with one or more organisations that can confidently provide at least 400,000 quality opportunities to view (OTV) through a number and variety of channels. In assessment, we will take into consideration to what degree the OTV are unique. This number should not include the applicant organisation’s existing supporter database (eg through direct mail). The first 400,000 OTV must be provided on a non-commercial basis (i.e. no payment given)
  • identify opportunities for ministerial involvement e.g. attending an event, taking part in a challenge or social media activity. These opportunities must include at least one opportunity for a minister or a local parliamentarian to attend an event celebrating the appeal with the charity and its key fundraisers
  • start (but not necessarily finish) within 6 months of proposal approval, with the match funded appeal period lasting no more than 3 months
  • include plans for the organisation and communications partner(s) to report back to the public when the project is underway, to transparently demonstrate where money has gone, and how it has improved lives (using images, quotes, stories, case studies etc). There must be at least one quality report back on progress to an audience similar to that of the appeal. CSOs are encouraged to report to the public throughout the life cycle of the project, for example when milestones are reached. The rate of progress will differ from organisation to organisation, so DFID will allow some flexibility in how and when a report-back communications moment takes place
  • where appropriate, include links to DFID's online presence. For example,  Twitter (opens in a new window), Facebook (opens in a new window), .Gov website (opens in a new window).

Please note that UK Aid Match funding can only be used to deliver the development project. Taxpayers’ money must not be used for any expenses relating to the running the appeal, fundraising, promotional or reporting back communications.