The Institute of Fundraising has today introduced a Code of Fundraising Practice that bans the use of enclosures in charity Direct Mail packs where the sole reason for their inclusion is to motivate a donation through the inducement of financial guilt.
The new Code of Fundraising Practice, which seeks to define best practice in charity Direct Mail and raise standards further, acknowledges that fundraisers have a duty to ensure that return on investment in fundraising is as high as possible and evidence shows that the inclusion of a pen, a badge or branded bookmark, for example, in a charity fundraising Direct Mail pack generates a higher response.
However, some charity Direct Mail packs that include an enclosure such as a coin, or expensive umbrella, do so only to generate a donation through the inducement of financial guilt.
The Code of Fundraising Practice also addresses charities using ‘shock tactics’ in charity Direct Mail.
The Code of Practice acknowledges that what might cause offence is highly subjective yet also stipulates that fundraising organisations ought to be able to justify the use of images or text that may shock of offend some sections of the public and ensure that they accurately portray the truth of the situation.
Charity Direct Mail has long been a source of much heated debate. However, for many charities, Direct Mail appeals are a major source of their fundraising incomes. Figures from the charity fundraising project Fundratios show that for every pound invested, charity mail sent to ‘warm’ contacts makes a return of £4.31*.
Charities such as the Salvation Army, who raised over £5.5 million through one Direct Mail appeal alone, would argue the merits of Direct Mail fundraising with great conviction.
Megan Pacey, Director of Policy and Campaigns at the Institute of Fundraising, said:
'Direct Mail fundraising campaigns don’t just raise millions of pounds each year, they allow charities to spread the word about the vital work that they do and the impact that donations make.
'Charities’ spend accounted for less than 10% of the entire national spend on Direct Mail in the UK in 2007 but the public’s perception is very different and its use as a technique to raise money is not without its critiques.
'All charity fundraising needs to be thoughtful, relevant, ethical and sensitive and Direct Mail is no exception.
'Banning enclosures in charity Direct Mail packs where the sole reason for their inclusion is to motivate a donation through the inducement of financial guilt will help to raise standards in fundraisers’ use of Direct Mail and promote its responsible use in the future.'
###-ENDS-###
MEDIA ENQUIRIES
For further information please contact:
Diana Mackie Tel. 020 7840 1027 / 07793 802 852
Institute of Fundraising
Email Diana Mackie
