Minister tells charities to stop 'guilt' direct mail or face government action

by Noelle McElhatton, marketingdirectmag.co.uk 10-Jul-09, 14:38

LONDON - Charities that send cash in direct mail packs to provoke a "guilt response" could face government intervention, a government minister has warned.

Baroness Crawley, a Government spokeswoman for the Cabinet Office, told the House of Lords on Wednesday that the Government might introduce measures to force charities to improve their use direct mail in 2011 if "objectionable" practices are not stamped out.

The minister was responding to a question from Conservative peer Baroness Trumpington, who asked whether it would be legal for her to send coins through the post attached to a begging letter.

Baroness Trumpington asked why, if the government has the power to stop this objectionable practice, it wasn’t doing so.

In response, Baroness Crawley said the Charities Act 2006 included a reserve power for government to intervene against poor direct mail practices, such as sending coins in the post.

She warned that "the clock is ticking for self-regulation" and said the Government might intervene in 2011, when its funding for the Fundraising Standards Board is due to expire.

"Not enough charities are yet demonstrating best practice through becoming members of the Fundraising Standards Board, and if the Government has to bring in a reserve power in 2011, we may well do that," she said.

Crawley told the House of Lords: "The practice of sending gifts or coins through the post is supposed to get a guilt response from people. It is a very annoying and frustrating way of going about building up a good name, as well as funds, for a charity.

"The Charity Commission, the Institute of Fundraising and the Fundraising Standards Board are all against it."

Comments

David Burrows, TDA - 10/07/2009

Many people will be sympathetic to the idea of stopping charities sending unsolicited incentives through the post. I have seen packs that include gloves, tea-towels, umbrellas and fifty pence pieces - though not all at the same time! The difficulty comes in where you draw the line. Do cheap biros and address labels count? What about car stickers or bookmarks, or a Christmas card? There is also a big difference between a cold mailing and a mailing to say thank you to loyal supporters. Each case needs to be judged on its own merit.

Bob Ashwood - 10/07/2009

There is a very fine line that differs from one individual to another between: having a conscience about something, tugging at the heart strings, feeling sorry for someone, experiencing compassion, wanting to make a difference ...and feeling guilty. I don't know where mine line runs. I don't want a politician telling me either. Registered charities have a tough enough job. People can say 'no'. If governmental waste were the subject of a 'guilt debate' I don't see too many of the baroness's colleagues losing much sleep. Bob Ashwood Creative Brand Strategist

Stephen Pidgeon - 13/07/2009

The Code of Practice was carefully written to craft that fine line. It's interpretation, by the Fundraising Standards Board, would carry more weight if the Government were to fund the FRSB out of a very small percentage of Gift Aid. That way every charity would be bound by the Code and the FRSB would have the stature and power exercised so effectively by the ASA. As it is, the FRSB will struggle to pronounce on rogue charities because they won't be members. Over to you Baroness! Stephen Pidgeon