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6.0 Content of fundraising communications

Note: MUST* and MUST NOT* (with asterisk) denotes legal requirement

MUST and MUST NOT (without asterisk) denotes requirement of the Code of Fundraising Practice

6.1   Organisations MUST be able to show that all reasonable steps have been taken to ensure that communications are suitable for those targeted.

6.2   Organisations MUST NOT* send a communication that is indecent or grossly offensive and that is intended to cause distress or anxiety.

6.3   Organisations MUST* ensure that materials adhere to copyright laws and that permission is obtained from the rights holders for the use of images, logos etc.

6.4   Organisations MUST* ensure literature includes all legally required information, for example, registered charity status or number, full company name and registered office if applicable.

6.5   Organisations MUST* ensure that materials do not imply money is for a restricted purpose (such as buying a goat, or helping a particular child) when it may be used for different purposes or for general funds

6.6   If organisations are fundraising in partnership with one or more organisations, organisations MUST state how monies will be allocated between the organisations.

6.7   Fundraising organisations MUST comply with the CAP (Committee of Advertising Practice) Code and BCAP (Broadcasting Committee of Advertising Practice) and ensure all advertisements are legal, decent, honest and truthful.

6.8   Fundraising communications MUST NOT mislead, or be clearly likely to mislead, by inaccuracy, ambiguity, exaggeration, omission or otherwise.

6.9   Before distribution, fundraising organisations MUST ensure that there is evidence to prove all claims, whether direct or implied, are capable of objective substantiation.

6.10   If organisations change elements of case studies or use real examples to inspire a case study, this MUST be made clear and organisations MUST be able to prove that the case study is representative.

6.11   Particular care MUST be taken to avoid causing offence on the grounds of race, age, religion, sex, sexual orientation or disability. This will vary according to the context, medium, audience, product and prevailing standards of decency.

6.12   Fundraising organisations MUST be able to justify the use of potentially shocking images, and give warnings of such material.

6.13   Organisations MUST be able to justify the frequency of contact, balancing the desire to communicate with not overwhelming/bombarding recipients.

6.14   Organisations MUST respect donor’s requests around the frequency of contact, and make it easy to communicate these requests.

6.15   Fundraising materials MUST NOT pressurise potential donors but can use reasonable persuasion.