The Institute of Fundraising has launched a new Code of
Fundraising Practice, banning the use of enclosures in direct
mail packs which aim to motivate donations through the inducement
of financial guilt.
The Institute said evidence has shown that the inclusion
of enclosures such as pens or badges help to generate higher
responses in direct mail campaigns. However, packs which
include coins or expensive umbrellas, for example, aim to
generate donations through financial guilt, and will no
longer be allowed.
The Code also addresses the use of shock tactics in campaigns,
saying that charities must be able to justify the use of
potentially offensive material, and must accurately portray
the truth of the situation they are highlighting.
Megan Pacey, director of policy and campaigns at the Institute,
said: “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.”
The Institute is also calling for feedback on its draft
Face-to-Face Activity Code of Fundraising Practice. The
consultation closes on 8 August.