Oxfam 100% giving

Oxfam have just launched a new concept called 100% giving that involves companies paying the charity running costs so 100% of money donated goes to the cause.

www.oxfam.org.uk/giving

I've seen the Oxfam pitch and it's positioned as the biggest innovation in corporate giving for well...a long while. Their vision is that they lead it but that other charities and corporates adopt it.

The idea came from detailed consumer research about obstacles to giving and apparently one of the biggest ones is that people think most of their money goes to admin / marketing etc rather than to help those in need.

It's a clever concept but is it opening a can of worms and presenting a challenge for non-100% giving in the future?