Charities that send direct mail packs to provoke a “guilt response” could face government intervention, according to a government minister.

Baroness Crawley told the House of Lords that the government might introduce measures to force charities to improve their use of direct mail unless questionable practices are stamped out.

This came in response to a question from a Conservative peer who asked whether it would be legal to send coins through the post attached to a begging letter.

Baroness Crawley warned that the government would intervene against poor direct mail practices and start to regulate charities more effectively in 2011, when its funding for the Fundraising Standards Board is due to expire.

Crawley believes that the practice of gaining a guilt response from people is a frustrating way of building up a good name, as well as funds, for a charity.

As featured on Brand Republic.

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