Benefact Group Launches Innovative ‘Pay it Forward’ Giving Chain

Five charities, £50,000, and a ripple effect of generosity begins.

This April, Benefact Group, one of the UK’s leading corporate donors, has launched a bold new initiative – Pay it Forward – putting the power of giving directly into the hands of those who understand its impact best: charities themselves.

Part of the Benefact Group’s Movement for Good Awards, which gives over £1 million to charities each year, the Pay it Forward initiative is being piloted in 2025 with a dedicated £50,000 fund. The initiative has launched with five charities across England, Wales, Scotland, Northern Ireland and the Republic of Ireland, each receiving £2,000. But this isn’t a one-off gift – each charity has been asked to ‘pay it forward’ by nominating another charity to receive the next £2,000, creating a chain of generosity spanning 25 organisations in total.

The Benefact Group is a family of financial services businesses, including specialist insurer, Ecclesiastical, and the ethical investment firm EdenTree, that exist solely to give back. All available profits go to charity, distributed through initiatives like the Movement for Good Awards, which donates over £1 million a year to good causes.

Chris Pitt, Group Impact Director from Benefact Group said:

“Charities know their sector better than anyone. We’re excited to see where their insight leads and how this trust-based chain of giving plays out. It’s about community, collaboration, and curiosity – what happens when we give charities the reins?”

The first five charities in the chain are:

Kindness Homeless Street Team Glasgow (Scotland) – feeding over 200 vulnerable people weekly and expanding mental health services.

• TinyLife (Northern Ireland) – supporting families of premature babies from hospital to home.
• Autism Assistance Dogs Ireland (Ireland) – providing trained dogs and emotional support to children with autism.
• Giddo’s Gift (Wales) – offering gifts and experiences to young cancer patients.
• Perranporth Surf Life Saving Club (England) – promoting beach safety and lifesaving training.

Every two weeks, a new charity in the chain will be unveiled – each one handpicked by the one before it. Follow Benefact Group on social media to witness just how far the spirit of giving can spread. All participating charities will be revealed by 9 June.

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