Institute of Fundraising develops DM code of practice

by Claire Foss, Marketing Direct 16-Aug-07, 12:05

LONDON - The Institute of Fundraising has published a draft code of fundraising practice for direct mail in an attempt to move charity DM away from associations with ‘junk mail’.

The code, which has been in development since late 2006, covers topics such as the use of shock tactics, the inclusion of incentives such as coins and pens, mailing frequency and environmental issues.

A consultation has been launched to encourage debate on the code with charities and other parties encouraged to contribute online.

Lindsay Boswell, chief executive of the Institute of Fundraising, said, “Direct mail is of tremendous value to charities, yet it is one of the most contentious areas of fundraising – no charity wants anything it produces as a means of raising money to be classed as ‘junk mail’. We are calling on fundraisers across the UK to take part in this consultation.”

Feedback on the document can be submitted through the Institute’s website until Friday 28 September.