Case study
Smile Train keeps the right side of the Institute of Fundraising Direct Mail Code The Board determined that the opt-out clauses and
One area that always lurks in the background for charity marketers is the need to attract attention, and donations, without over-stepping the mark. A very recent case saw the Fundraising Standards Board (FRSB) investigate a complaint about charity Smile Train UK’s use of the slogan ‘make one gift now and we’ll never ask for another donation again!’ The complainant felt that the slogan on the front of mailing envelopes threatened that more appeals would follow if this envelope was ignored, that it put pressure on supporters to give, and, as such, this text should be removed, Smile Train UK apologised but affirmed that the slogan would remain in place. Although the complaint wasn’t upheld, the FRSB recommended that the charity adjust the mailing envelopes of its One Gift direct mail campaign so that the public would be less likely to feel pressured to give. In an adjudication ruling last month, the FRSB Adjudication Board reviewed the complaint against the Fundraising Promise clauses “We Are Fair and Reasonable” and “We are Respectful” and section 3 of the Institute of Fundraising’s Direct Mail Code.
FAQs within the mailing made it sufficiently clear that donors were not under pressure to give and could opt out to further communication. The FRSB Board determined that the mailing envelope could be improved to make it clear from the outset (without opening the envelope) that the public can opt-out of future communication from the charity without making a donation.
An opt-out clause or alternative wording on the envelope were amongst suggested improvements that could be made. Colin Lloyd, Chair of the Fundraising Standards
Board, says: “Charities have a tough job to do in making their brand stand out from the crowd and to capture people’s attention, but it is crucial that the public do not feel pressured into giving. Smile Train has taken an unusual approach with its One Gift campaign and we understand that it has been the charity’s most successful appeal. “We were reassured that the mailing contains all the necessary information to clarify the slogan on the front
cover, but we hope to see greater clarity on the envelope itself in future.”
Launched in 2007, the FRSB commits members to the highest standards of fundraising practice, encouraging donors to ‘give with confidence’. The scheme logo is a public commitment to best fundraising practice, to being honest, legal and open. Over 1,400 fundraising organisations (accounting for 45% of fundraising income in the UK and including most household name charities) are signed up to self- regulation of fundraising as members of the Fundraising Standards Board (FRSB).
Members are required to implement a robust complaints process, submitting details of any complaints to the FRSB each year. They must also demonstrate best practice throughout their fundraising activities, displaying the give with confidence tick logo on fundraising materials, enabling the public to trust and feel confident in the charities they have chosen to support. It’s a thin line that charity marketers walk, but the FRSB commended Smile Train UK for being both open and during the course of the investigation.
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