The Institute of Fundraising's Telephone Fundraising Code of Fundraising Practice has been updated.

This is to take into account feedback gained from the Information Commissioner's Office (ICO) at a telephone symposium hosted by the Institute of Fundraising and Fundraising Standards Board on 4 March 2010.

The Code further defines the difference between administrative and marketing calls.

It specifies that administrative calls differ from marketing calls in that they are not made with the specific purpose of soliciting a donation or sale.

The updated guidance states that marketing calls under the guise of administrative calls ought not to be made but supporters' marketing preferences can be verified during a genuine administrative call.

In assessing whether a marketing call can be made, fundraising organisations ought to think about: the context in which the call is made; any factors that would indicate that the supporter would not object to receiving the call; and the nature of the call and relationship with the supporter.

The Code also states that the supporter should take positive action which indicates that they would not object to a call, for example by ticking a box or signing up for a service where there is a clear and prominent statement that by doing so they do not object to receiving marketing calls.

It also states that if the donor has supplied their telephone number as part of the details they are happy for the fundraising organisation to hold, it would be reasonable to assume that the donor would not object to being called unless they have indicated otherwise.

Stephen Pidgeon FInstF, chair of the Institute's Standards Committee, commented: "The Codes encapsulate good practice and common sense but here was a situation where telephone regulations might have eclipsed close relationships between a charity and its supporter.

"A pragmatic view from the ICO however, and clarity in this revised Code, gives fundraisers new opportunities to use the telephone. But these are opportunities that are not to be abused."

Alistair McLean, chief executive of the Fundraising Standards Board, added: "The large majority of telephone fundraising is conducted to a very high standard and public complaints constitute less than 0.1% of the volume of activity in this area. And yet, it remains the second most common source of complaints.

"Charities and suppliers alike will benefit from the clear guidance set out within the Code. If the public is to continue to respond favourably and generously to this key form of fundraising, it is essential that all practitioners follow this guidance."

Share Story: