"UK Aid Match (UKAM) is a match-funding scheme, funded by the UK government, designed to incentivise greater charitable giving amongst the UK public towards projects that reduce poverty in developing countries. For every £1 donated to a UKAM charity appeal, the government also contributes £1 of UK aid – usually up to £2 million. This report examines UKAM’s communication requirements and considers their potential limitations, contradictions, inconsistencies, and political implications. UKAM’s overall aim is to allow the British public to have a say in how UK aid is spent and provide opportunities to engage with international development issues, whilst boosting the impact of civil society projects to reach the poorest people in developing countries8. According to the UKAM documents analysed for this report, all participating Non-Governmental Organisations (NGOs) are required to comply with various communication requirements, to be eligible for government matchfunding, most notably to use a pro bono communications partnership that can provide at least 400,000 opportunities for the UK public to view information about the appeal and the match funding offer. [...] This report shows that UKAM appeals have generally been very successful in achieving their communications objectives. Since 2011, UKAM appeals have generated over 14 billion unique Opportunities To be Viewed (OTVs) by the UK public. These communications include appeals involving Ministers, Parliamentarians or the Secretary of State receiving over 45 million OTVs in 2019 alone14. In just the February 2020 round of UKAM , the ‘value in kind for pro bono communications’ of the 1.7bn OTVs was given as £2.2 million.
However, this report also highlights several concerning contradictions with UKAM’s current communication requirements. For example, setting a minimum requirement for generating ‘Opportunities to View’ (OTV) appears likely to restrict the participation of NGOs with smaller marketing capabilities. This limits the extent to which UKAM can achieve its stated objective – in line with two consecutive Conservative Party Manifesto commitments – to ‘give the public a say in how a portion of the UK aid budget is spent. This report also notes that UKAM funding has only amounted to approximately 0.2% of UK Official Development Assistance (ODA) since 2011, while ODA has been reduced to 0.5% of Gross National Income (GNI)18. Given this, the 14 billion OTVs generated by UKAM may inadvertently give the UK public a misleading impression of the true extent to which they are directing a portion of the UK aid budget to their favoured charities. In fact, there is evidence to suggest that – rather than giving the UK public a greater say in directing UK aid – incentivising campaigns to have greater reach may instead be providing greater reputational benefits to government Ministers – who charities are required to feature in their campaigns." (Executive summary, pages 5-6)