Whitepaper

Oct 16, 2025

Gift Aid On Tickets: A Guide for Venues

A simple, compliant way to boost fundraising income

For charitable venues, every pound matters. Gift Aid offers a powerful way to increase fundraising income, allowing charities to claim an additional 25% on eligible donations, at no extra cost to visitors.

When it comes to tickets, though, Gift Aid isn’t always straightforward. Not all admissions qualify, and the rules around eligibility can feel daunting at first glance.

The good news? With the right structure in place, Gift Aid on tickets is both achievable and fully compliant. Here’s how it works, and how to do it properly.

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Can your venue claim Gift Aid on tickets?

Gift Aid can only be claimed on donations, not on standard ticket sales. That distinction is key.

Many charitable attractions are eligible to claim Gift Aid when admissions grant access to things like land, buildings, artefacts, collections, animals, or plants, provided that access supports the charity’s purpose.

However, there are important exceptions. Performances, such as plays, concerts, or live events, do not qualify for Gift Aid where the performance itself is the main attraction.

In some cases, performances may still be eligible, for example, behind-the-scenes tours, demonstrations, or re-enactments that directly support your charitable work. The deciding factor is whether the performance is secondary to the visit, rather than the primary reason someone attends.

If in doubt, it’s always worth reviewing how your admissions are positioned and what visitors are actually paying for.

The most important rule to understand

Gift Aid is for donations, not purchases.

A standard admission ticket is considered payment for entry, which means it isn’t eligible for Gift Aid on its own. To claim Gift Aid, your pricing needs to clearly separate the donation element from the ticket itself, and visitors must always have a genuine choice about whether to donate.

HMRC recognises two compliant ways to structure admissions so that Gift Aid can be claimed safely and transparently.

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Staying compliant: what you need to have in place

Once your pricing structure is right, a few key safeguards ensure ongoing compliance.

First, you’ll need to collect a valid Gift Aid declaration, either digitally or at the box office, just as you would for any other donation.

Gift Aided donations cannot be refunded under any circumstances, so it’s important that your terms and conditions clearly reflect this.

If you offer additional benefits alongside Gift Aided admissions or memberships, their total value must not exceed 25% of the donation amount. This applies to things like discounts, event access, or complimentary items.

Family tickets can also be Gift Aided, as long as they follow the same structure as individual admissions and are clearly intended for family use only.

Turning Gift Aid into a positive visitor experience

When handled well, Gift Aid doesn’t feel like an obligation, it feels like an opportunity to support something people care about.

Clear messaging at checkout, friendly prompts at the box office, and simple explanations of how Gift Aid increases impact can all make a meaningful difference to uptake. Many visitors are happy to opt in once they understand that it costs them nothing extra.

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Ticketsolve is designed to support Gift Aid in a way that’s simple, transparent, and fully compliant.

Venues can:

Offer standard and donation-inclusive tickets side by side
Collect personalised Gift Aid declarations within the checkout journey
Use digital and box office prompts to encourage opt-in

All while keeping the experience clear for visitors and manageable for staff.

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