Prime Minister Gordon Brown Backs New Efforts to Unleash Philanthropy Through the British Government's Ambassador for Philanthropy

Web Site Hosts Community of Philanthropists to Encourage Greater Giving

LONDON, March 23, 2010 - Generous philanthropists today have a new community to help "unleash
philanthropy", and their efforts are being backed by the Prime Minister of
the United Kingdom, Gordon Brown.

To view the Multimedia News Release, please click:

multivu.prnewswire.com/mnr/prne/afp/40800/

The dedicated new site is among several initiatives fostered by the
honorary, government-appointed Ambassador for Philanthropy Dame Stephanie
Shirley, including getting donor advised funds/charity accounts in banks, a
philanthropists' summit to advise government, and a forum on internet giving.

AmbassadorForPhilanthropy.com (ambassadorforphilanthropy.com/)
offers a voice for those investing significant sums in charity, including
videos and profiles of major donors offering insights into why and how they
give, and encouraging others to make a greater impact on local and global
needs.

Already major philanthropists have joined the community, from James
"Dragon's Den" Caan and arts expert Frederick Mulder to businessman Stelio
Stefanou and recruitment millionaire Alec Reed, who declares: "One cannot
determine the length of one's life but you can determine the width of it;
philanthropy widens life."

Contributions from many more philanthropists will be uploaded in coming
months, as the site grows in content and scope, expanding to include donors
worldwide as well as original and aggregated giving stories.

In his own video published on the site today, Prime Minister Gordon
Brown highlights how "the desire to give something back, whether it is time
or money or skills or experience, is part of the soul of our nation".

He appointed Dame Stephanie as Ambassador for Philanthropy to harness the
power of this national instinct for generosity: "Already the results have
been truly impressive, and I am confident that the work she has started will
continue to bring rewards to those most in need."

Dame Stephanie says that in her self-defined task of "unleashing
philanthropy", she is using the freedom and independence of her position -
having the ear of government yet able to challenge established thinking and
practice - to foster a range of initiatives, starting with
AmbassadorForPhilanthropy.com (ambassadorforphilanthropy.com/), which
is supported by partners, including Coutts & Co and other brands who share
the Ambassador's vision.

She adds: "Other philanthropists, philanthropic leaders and organizations
have seized on my ambassadorship as an opportunity to work together to put
forward their own ideas of how to transform philanthropy and make giving
easy."

Video:
multivu.prnewswire.com/mnr/prne/afp/40800/

Contact: Roberta d'Eustachio, chiefofstaff at ambassadorforphilanthropy.com,
+44(0)-207-096-1940 in U.K.,+1-610-613-7056 in U.S.