Five charities defy Institute of Fundraising over direct mail standards
Five of the 16 charities that the Institute of Fundraising accused of breaching its code of conduct on direct mail have responded in a way that the institute says is “concerning”.
Most of the charities concerned are not formally bound by the direct mail code because they are not members of the institute. But the institute, backed by the Fundraising Standards Board, has pledged to do what it can to root out poor practice.
Four of the charities said they would cooperate with the institute and attempt to meet its best practice guidelines. Three sent replies that the institute has not yet classified as either satisfactory or concerning, and four have not yet replied.
Some respondents challenged the institute’s interpretation of the code and claimed their direct mail does not contravene it. At least one charity has acknowledged it breaches the code, but has said it’s not willing to change its practices.
The Institute of Fundraising wrote last month to 16 charities about 22 mail packs that it believes contravene the code. Members had complained that the packs failed to state clearly how donations were spent or used over-emotional language or guilt-inducing gifts.
The institute’s code of fundraising practice on direct mail says outer envelopes should not contain shocking images and charities should not send people incentives that generate donations primarily because of embarrassment or financial guilt.
As featured on Third Sector.
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