Opinion

To TPS or not to TPS 8

Fundraising | Michael Naidu | 8 Jun 2009

I’m starting to think that the recession is actually good for charities. A decade of growth has left us fat and unfocussed. Now everyone is taking a long hard look at how they use their time and re-rationalising what is effective.

I say everyone, but maybe not at sector level. The sector’s “key umbrella bodies” are using their (our?) time to build a case for the government to change the rules on gift aid. Numerous reports have shown that charities are just not maximising their use of the current gift aid system. The sector response: change the rules so we don’t have to try harder.

The rights or wrongs of this initiative can be argued until the seas run dry, but I can’t help but feel this is a non-starter.

Unemployment is rising leading to falling income tax receipts, people are shopping less therefore VAT returns are dropping, oh and the government has borrowed billions to bail out our banking system. The end results? The coffers are pretty much dry. And we in the charity sector want the government to assume that every donation is valid for gift aid, greatly increasing the burden on the treasury. It just doesn’t add up.

But there are quick wins for charities out there. A quick win that won’t cost the government much at all and will give charities the opportunity to raise more money is to change the rules about Telephone Preference Service. Anyone who signs up to be TPSed is blocked from both commercial and charity cold calling.

According to Hugh at Relationship Marketing, back in the 90’s when the law was being agreed, charities were given the opportunity to lobby for a separate charity communication opt out. This opportunity wasn’t pushed by the sector. Then as now, we do not have a group/body of charities and PFOs dedicated to promoting and ensuring best practise in the world of telephone fundraising. Hmmm.

Will the sector push it this time round? Maybe, but we will have to have a robust debate about the public perception of charities finding loopholes to get around the law. The sector would need to speak with one voice and be proud to tell the public why this change will be so valuable to our beneficiaries. We at the PFRA have been trying to get charities to do this for years and to be honest, have failed. The same faces seem to be willing to stick their head above the parapet to face the slings and arrows of poor journalism.

Without the sectors support, I fear this will be another wild goose chase.

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