05/02/10
By Andrew Holt
Two Institute of Fundraising codes, covering face-to-face and telephone fundraising, have been updated with additional guidance.
The face-to-face Code includes updated guidance about cold calling control zones.
It includes the detail that fundraisers wishing to carry out cold calling in a cold calling control zone ought first to establish whether fundraising is permitted in the zone.
If it is not, then they should seek further information from the local trading standards service so that they can assess whether the zone has been established in accordance with the spirit of the trading standards Institute guidance on cold calling control zones.
The new wording in the code states that when considering fundraising in a cold calling control zone, fundraisers ought to think about whether:
- a proportionate approach has been taken to implementing measures to benefit consumers
- the creation of the zone complies with the requirement that there be intervention only where there is a clear case for protection of consumers
- the zone is tightly targeted, has the agreement of local people and is based on local need and the needs of vulnerable communities
The update to the telephone fundraising Code addresses the area of silent calls, a potentially damaging feature of telephone marketing.
The following statement has been added to the Code: ‘Organisations ought to avoid making silent calls and do all in their power to ensure donors do not think they are receiving nuisance calls. Ofcom’s Revised Statement on the Persistent Misuse of an Electronic Communications Network or Service gives details about what is considered a silent call and how organisations can lessen the chance of it happening.’
Louise Richards, director of policy and campaigns at the Institute of Fundraising, said: “It is important that our best practice guidance is as up to date and relevant as possible. The changes made to both of these Codes of Fundraising Practice are to take into account recent and relevant developments affecting fundraisers.”
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