Direct Mail is an area of fundraising which has traditionally been seen as contentious amongst donors.
Already there has been lots of debate about this fundraising technique. It is core Institute policy to support Direct Mail and promote its responsible use, and in launching the first ever Direct Mail Code of Fundraising Practice for consultation, the Institute is seeking to strengthen the use of Direct Mail in fundraising.
In the brave new world of self-regulation, the Codes of Fundraising Practice become the benchmark for the Fundraising Standards Board to judge complaints of its members against.
It is the role of the Institute of Fundraising to ensure appropriate codes of fundraising practice are developed but it is the role of the fundraising community to decide what the fundraising standards should be.
It is also the obligation of the sector to abide by those standards. That’s why the launch of the consultation on Direct Mail is so important.
The proposed new Direct Mail Code of Fundraising Practice has two roles. It will act as a back-stop to prevent the short-term profit taking that actually threatens the market and could well ruin it for good, long-term fundraising as well as encouraging fundraisers to chose suitable methods for their donors, consider the most appropriate content for mail packs and determine how often donors should be approached in this way.
The proposed code also addresses:
- Clear guidance and best practice on practicalities such as reciprocal mailings and data collection.
- Shock tactics and enclosures in Direct Mail packs.
- Ethical considerations in using Direct Mail to fundraise.
The consultation period is now closed. The final version of the Direct Mail code will be published shortly.
