The Fundraising Regulator has published its “slimmed down” fundraising code, which alters some of the standards for charities on paying professional fundraisers.
The new Code of Fundraising Practice, which is 45% shorter than the current code, was issued today by the regulator and will come into force on 1 November.
It has replaced instructions for charities not to pay fundraisers “excessive amounts” or by commission in most cases with a broader direction to “give appropriate consideration to the approach you choose for paying fundraisers and whether this fits the values of your charitable institution”.
The new code has removed other rules such as those on paying charity trustees for fundraising and instead signposts to other guidance and legislation.
Some respondents said that the previous code’s expectations around the payment of fundraisers were “overly restrictive”, the regulator reported, and that the issue was beyond its remit.
The regulator has shortened its list of requirements regarding the behaviour of fundraisers, replacing a direction for fundraisers to be “polite at all times” with one that states their activities must be “carried out in a way that reflects positively on fundraising in general”.
Current guidance specifically prohibits drug taking, lewd or aggressive behaviour, smoking, or drinking alcohol while wearing a charity-branded item of clothing.
The new guidance instead says that fundraisers must not “upset or cause anxiety to potential donors” or behave in a way that is “dishonest or manipulative, or tries to make potential donors feel guilty; or could damage the reputation of the charitable institution or fundraising in general”.
Several directions around fundraisers’ use of digital media, including the necessity to explain how a donor’s personal data is collected through a privacy policy or statement, have been removed.
The regulator has also shortened its guidance regarding legacies, payroll giving and statutory funding.
‘New code designed to be relevant and responsive’
The regulator’s new “principles-based” rules were decided following a three-year-long consultation period with fundraisers, which included responses from more than 200 organisations.
Gerald Oppenheim, chief executive of the Fundraising Regulator, said: “Over the past few years, and particularly since the pandemic, we have seen considerable change and innovation in the charitable fundraising sector.
“The new code is designed to remain relevant and responsive to future changes while maintaining rigorous standards to help fundraising organisations raise much-needed funds.
“It is clearer, shorter, and easier to understand – without sacrificing the specificity and clarity of the current code.
“We are confident that the new code will help charities to maintain the excellent standards necessary for the public to maintain confidence and trust in fundraising – helping charitable fundraising to thrive.”
Claire Stanley, director of policy and communications at the Chartered Institute of Fundraising, welcomed the new code.
“We recognise this more streamlined, principles-based code marks a significant shift in fundraising regulation, which for many charities presents both challenges and opportunities,” she said.
“As such, we will continue to work with the regulator and sector partners to ensure every charity understands the changes to the new code and can confidently implement them over the six-month transition period.
“And as new approaches emerge from this, we will work closely with members to ensure they have the knowledge and tools they need to carry out safe and successful fundraising.”
Related articles
