Danielle Atkinson says restoring public trust in fundraisers is important, but new rules need to apply to the whole direct marketing sector, not just charities. 

Fundraising is under the microscope like never before.  Media coverage following the tragic death of Olive Cooke has been extremely tough on the sector; some of what has been said has been hard to hear about the profession I hold so dear.

But now it’s crucial that fundraisers take this opportunity to make their sector one that is once again held in high esteem among the British public, without whose trust the sector simply would not be able to continue its vital work.

It saddens me that the whole fundraising profession has been called into question and that the relatively small number of complaints that were made to the Fundraising Standards Board (FRSB) during the ensuing media furore is defining the future of the sector.

In fact, 384 people complained to the FRSB after the story appeared in national media – 0.00072 per cent of the British public over the age of 24. Yet now it feels the whole sector is being defined by these complaints, which have translated, in tabloid terms, into bulging post bags of people complaining about fundraising.

At Breast Cancer Now we’re working hard to ensure we safeguard our relationship with the unfailingly generous British public. Equally, though, it’s important to acknowledge that the measures we’re introducing will, undoubtedly, reduce the income available to charities.

And while charitable fundraising has been urged to get its’ “house in order”, there must be a level playing field. If changes are to happen, then they are needed across the whole direct marketing sector - not just in fundraising. Increased regulation through law must equally apply to commercial companies, who are selling and sharing data, sending the vast majority of direct mail and making the vast majority of telephone calls to the public.

We need to help the public understand that most of their ‘data’ used in cold mail isn’t from charities selling or sharing each other’s supporter’s details. Their details come from lists bought from businesses like mail order catalogues or insurance companies. If charities are urged to go above and beyond their legal obligations in regards to data protection, then this needs to apply equally and they need to have a clear, legible, suitably sized opt in on their communications.

Until we regain the confidence of the media, the public and even our own sector, we must remind ourselves why we’re proud to be fundraisers. Everything we do has been called into question, externally outside of the charity sector, internally within the sector, and even internally within our own organisations. When chief executives of organisations within our sector attack, this cuts deep.

How do we do this? We remind ourselves why we said we were proud to be fundraisers last year. We remind ourselves that when we run a telephone marketing appeal up to 70 per cent of people say they want to fundraise for us, in spite of all the media coverage. That our recent mailing to existing supporters is half way towards its target by the end of the second week.  

We remind ourselves that fundraising really is the best job in the world. As a fundraising director I once worked for said: “What can be more positive than that there are people alive today because of what I did yesterday?”
 
So, yes, I love my job. Even now, when charity direct marketers feel like public enemy number one. Because I know that because of fundraisers and the donations we raise for charities, millions of people all over the world will benefit.  

I will not be made to feel guilty for asking the public if they’d like to donate money to help those in need. Even in the face of adversity, our job is to inspire action and to show people how they can make a real difference.  

So, please, hold your head high and be proud that you are a fundraiser. Each of us in our way is making a difference in this world. Do it well, do it responsibly, but above all, do it. Remember - there are people alive today because of what you did yesterday.