The Institute of Fundraising has today announced measures to protect vulnerable donors and restore public trust in fundraising.

Responding to the Fundraising Standards Board’s interim report on fundraising practices, launched after the emergence of high profile examples of poor practice, the IoF proposes to prohibit the sale of supporters’ data and ensure that ‘opt out’ boxes are not hidden in forms.

The institute also aims to make it easier for supporters to tell charities they do not want to receive fundraising communications, and ensure members of the public are never put under undue pressure to give.

Measures announced today include requiring every addressed fundraising communication to carry a clear message explaining how donors can ‘opt-out’ of being contacted in future.

The changes will see minimum font sizes for opt-in and opt-out statements on all printed communication, and only allowing charities to share donor data with third parties if individuals opt in and provide express consent.

A new clear requirement will be introduced to ensure fundraisers end a telephone call when asked, and all fundraising calls from agencies and call centres will have to be made from an identifiable number.

The current treatment of ‘reasonable persuasion’ in the Code will be replaced with a clear requirement prohibiting intrusive or persistent behaviour that places undue pressure on a person to donate, the IoF said.

The institute accepts almost all of the recommendations in the FRSB’s interim report. However, it rejected a recommendation that the code specify the maximum amount of times a charity can contact an individual each year.

The IoF said the other measures put forward will achieve the FRSB’s aim of ensuring individuals do not feel overwhelmed by fundraising contacts.

“However, the IoF is committed to reviewing, at the soonest possible time, whether or not these Code changes go far enough to address the areas of concern raised by the FRSB, or whether caps on frequency and volume of fundraising contact need to be introduced in the Code in the future,” the IoF wrote in its response.

The IoF partially accepted a recommendation that it review how charities currently communicate with older people, and look at how communications could be tailored to reflect their needs.

But excluding individuals from fundraising or treating them differently because of their age would not be appropriate and is likely to be discriminatory, the IoF said.

“The age of an individual does not, in itself, mean that that individual is vulnerable. However, if an older supporter happens to also be in a vulnerable circumstance, or need further information or support, then that individual has the right to be treated fairly. The IoF will seek the FRSB’s view on what provision it might want in the Code specifically to protect older people.”

Commenting on the changes, IoF chief executive Peter Lewis said the trust placed in charities demands that fundraisers operate to the highest possible standards at all times.

“Our Code is underpinned by the values of being open, honest and respectful. The events of recent months highlighted that in too many cases fundraising practice in the UK was not aligned either with public expectations or the values underpinning our Code. That is why we are introducing stronger requirements and are requiring all charities to review and amend their fundraising materials.”

Tanya Steele chairs the IoF Standards Committee, and said poor practices highlighted by the media and subsequent complaints from the public had made it clear people feel the right rules for fundraising were not in place.

“These changes, in response to the areas where the public have demonstrated most concern, are part of an ongoing commitment to strengthen the Codes and give fundraisers clear and unequivocal guidance.”

All recommendations agreed by Standards Committee are now being reviewed by lawyers before being implemented as full Code changes over the next few weeks.

Guidance will also be developed on a range of changes, designed to support fundraising organisations as they are put into practice. IoF members will be informed of specific Code changes and implementation dates over the coming weeks.

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