New guidance on child sponsorship marketing

By Russell Brown, Regulatory Projects Manager at the Fundraising Regulator 

Child sponsorship has long been a means by which charities connect with donors. The idea of helping to support a child through regular contributions is compelling and has brought about meaningful change for many years. However, it is vital that trust is maintained, with charitable institutions being transparent and clear about how these sponsorship programmes operate. To ensure that such institutions remain compliant with the Code of Fundraising Practice, the Fundraising Regulator has developed guidance to support those offering child sponsorship.  

The purpose of this guidance is to ensure fundraisers are clear about where donors’ money goes and who benefits from their generosity. For instance, some sponsorships directly benefit an individual child (such as by providing school supplies), while others contribute to broader community projects that support many children. It is an effective model, but one that must be communicated properly so that donors understand how their money is being spent. Transparency is key to attracting and retaining supporters, keeping them informed and engaged.  

This guidance is designed to reinforce compliance. Research undertaken as part of the project found that some charities were not meeting the standards set out in the code. Common issues included unclear information about how sponsorships were structured and how funds were allocated. These oversights risk causing confusion or even eroding public trust. 

Throughout the project, we sought the input of the Advertising Standards Authority to ensure that any guidance produced would support compliance with their codes. We also held workshops with a number of charities using this fundraising method. The focus was on providing simple, straightforward ways to improve marketing practices. This included the need to make it immediately clear whether a sponsorship supports a single child or delivers a wider community benefit. The guidance also outlines what charitable institutions should do if a sponsored child leaves a programme, helping to reassure donors about what happens next.  

For fundraisers, this guidance is not solely about compliance with the code. It is also about building stronger relationships with supporters by being open and honest. We hope the guidance provides peace of mind for donors – knowing that their contributions are being used effectively. 

By following these principles, charitable institutions can inspire confidence and continue to make a meaningful difference through child sponsorship. We hope this fundraising model remains a positive force within the sector.