7.0 Reciprocal Mailing 7.0 Reciprocal Mailing
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Note: MUST* and MUST NOT* (with asterisk) denotes legal requirement
MUST and MUST NOT (without asterisk) denotes requirement of the Code of Fundraising Practice
7.0 Legal references in the section
> Data Protection Act 1998
The following Legal Appendices MUST be read in conjunction with this section of the Code of Fundraising Practice
• L14 Data Protection
a) All list owners engaging in reciprocal mailing MUST subscribe to the Mailing Preference Service (MPS) as a protection to their supporters’ rights to privacy.
7.2 Initial Considerations
a) Organisations MUST* observe the provisions of the Data Protection Act 1998, including those around permissions to pass on donors’ data.
b) To undertake reciprocal mailings, organisations MUST* be registered with the Information Commissioner’s Office (ICO) for the following 3 purposes:
- advertising, marketing and public relations
- trading/sharing in personal information
a) Organisations holding a manual index MUST* satisfy their reciprocal mailing partner about the standard and quality of their list.
b) Organisations engaging in reciprocal mailing MUST* exchange written agreement of the terms and conditions of the mailings, which should include the list content, dates for use, levels of list cleanliness and content of the mailing.
a) Any variation in agreement which permits reciprocal mailings to be used more than once MUST contain full details of the agreement, including:
- details of which part of the list were exchanged on all similar reciprocal mailings with other fundraising organisations or other organisations within a mutually agreed period of time; and
- the type and number of supporters on the list – i.e. those paying by direct debit, cash, bankers order, covenant etc.
b) All returned ‘non-deliverable’ items and information concerning changes to the supporter file MUST be passed back promptly to the list owner for file maintenance purposes.