The Institute of Fundraising (‘Institute’) continues to invite fundraisers to feed into the draft Code of Fundraising Practice: ‘Direct Mail’. There are just three weeks left ahead of the consultation’s close on Friday 28th September.
The first ever Direct Mail Code of Fundraising Practice will set out the best practice standards for Direct Mail fundraising.
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.
A recent poll by the Institute of its website users shows that 82% of respondents do not agree that charities should send out coins in mailings to potential supporters. The Institute is keen to capture as many different opinions on the fundraising mechanism as possible in its development of the new Code.
Providing guidance on fundamental Direct Mail principles, the draft Code covers:
- 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
Lindsay Boswell, Chief Executive of the Institute of Fundraising, says:
'Don’t miss out on your opportunity to feed into this important new Code. Direct Mail is one of the key ways that charities recruit new donors. However, it 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.
'In the brave new world of self-regulation, these codes of fundraising practice become the benchmark for the Fundraising Standards Board to judge complaints of its members against.'
Commenting on the consultation, Stephen Pidgeon, Chairman at Target Direct and Chair of the Direct Marketing Code Working Party, says:'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.
'And it will encourage fundraisers to chose suitable methods for their donors, to consider the most appropriate content for mail packs and how often donors should be approached in this way.'
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MEDIA ENQUIRIES
For further information please contact:
Diana Mackie Tel. 020 7840 1027/ 07793 802 852
Institute of Fundraising
Email Diana Mackie
