Three major cultural institutions have launched a nationwide campaign and manifesto to increase private philanthropy and recognition for gift -givers in the cultural sector.

Called Private Giving for the Public Good , the initiative has been developed by The Museums, Libraries and Archive Council, Arts Council England and The National Museum Directors’ Conference with support from English Heritage, The Museums Association, Museums and Galleries Scotland and The National Trust.

Philanthropy UK, advisor on giving, believes that the wealthiest 10 per cent of the population could double their giving. At present the poorest 10 per cent of the population gives about 3 per cent of their income, while the richest 10 per cent give 1 per cent.

According to the report commissioned by the campaign there is less charitable giving today than in 1992, even though there are 68 billionaires living in Britain and 100 millionaires created each day.

Out of the £9.2bn given by individuals in 2006/07 only a ‘tiny fraction’ went to arts and culture – of which 69 per cent was given to organisations in London and the South East.

The campaigners hope that recognition and more regular inclusion in the honours list will encourage more private donors.

There are also plans to boost the profile of Gift Aid, which accounted for 90 per cent of charitable donations in 2006/07, and to develop new ways for people to give money in order to make the process easier and more tax efficient for donors and the government.

The report states that by promoting giving throughout the UK and sharing the experience of successful fund-raisers, “the rest of the country can benefit in the way that London and the South East do,” according to the report.

Mark Jones, director of the V&A and chair of the National Museum Directors’ Conference (a non-government organisation made up of UK’s leading museums), said: “People who start by giving to cultural organisations tend to give to other things as well. We want the whole of society to benefit from this campaign.”