The Institute of Fundraising is calling on organisations involved in direct mail fundraising to feed into its Code consultation, following calls for a radical overhaul of direct mail fundraising standards.

The call came from a group of direct mail experts, including Target Direct, Cascaid and TDA, at a meeting held by the Institute. The group concluded that incentives should not be used in direct mail packs unless they were relevant to a charity’s mission, and they should not use guilt techniques to prompt donations. This could mean that the final voluntary code would ban the use of coins in packs, for example.

The Institute’s director of policy and campaigns Megan Pacey said: “The issues that these experienced direct mail agencies have highlighted will ultimately help to raise standards and drive practice forward. If these recommendations were to be adopted in the final Code, it will be very difficult for many charities to justify sending items such as coins or umbrellas in mailing packs and comply with self regulation.”

The consultation period for the draft Code of Fundraising Practice: ‘Direct Mail’ will now close on 30 November. To take part in the consultation visit the ‘best practice’ section at www.institute-of-fundraising.org.uk

In other news, the Institute has announced that it is now offering a dedicated band of corporate membership, which it says will allow companies to demonstrate their commitment to the sector by signing up to the Institute’s Code of Conduct.

Those interested should contact the Institute's membership team.