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Charities show no interest in free News of the World advertising

Charities show no interest in free News of the World advertising
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Charities show no interest in free News of the World advertising 11

Fundraising | Celina Ribeiro | 8 Jul 2011

Several high-profile charities are not taking up the News of the World's free advertising in its last edition on Sunday, as the Institute of Fundraising warns that doing so could potentially be a breach of the codes of fundraising practice. 

Civilsociety.co.uk has learned that the RNLI, RSPCA, The Brooke, Care International, Thames Reach, ActionAid, WaterAid, Salvation Army, VSO, RSPCA, Oxfam and  Barnardo’s have all decided not to advertise in the final edition, which would typically go out to 2.66 million readers. Not all these charities have been contacted with an offer to advertise, but are understood to not be interested in pursuing the opportunity. No charities have come forward to say that they will be advertising.

The RNLI released this statement: "The RNLI has not been approached by the News of the World with an offer of free advertising. However, if we were to be, we believe accepting any such offer would be potentially damaging to our reputation as a charity and to our ability to raise funds – this is borne out unanimously by the comments we have received from our supporters so far today."

In announcing the closure of the News of the World (NotW) following the phone hacking and police bribery revelations, News International chair James Murdoch said that charities and “causes” would be offered any advertising space in the final issue on Sunday for free and that all profits from that issue would go to good causes.

“While we may never be able to make up for distress that has been caused, the right thing to do is for every penny of the circulation revenue we receive this weekend to go to organisations - many of whom are long-term friends and partners - that improve life in Britain and are devoted to treating others with dignity,” he said.  

“We will run no commercial advertisements this weekend. Any advertising space in this last edition will be donated to causes and charities that wish to expose their good works to our millions of readers.”

The NotW did not return calls querying the popularity of its offer.  However, civilsociety.co.uk understands the newspaper is approaching the offer in a 'three-tier priority hierarchy'.

First, charities they already support such as Help for Heroes, who never paid for space anyway due to the paper's proactive endorsement; second, advertisers who have paid before; and third, any other charities who show interest.

Falling foul of fundraising codes

Charities that do, however, could fall foul of the Institute of Fundraising’s Acceptance and Refusal of Donations Code of Fundraising Practice, the Institute warned. The Code requires a robust, trustee-approved procedure for vetting partners and rejecting or accepting donations.

Acevo meanwhile said it would not be issuing guidance to its members about whether or not to take advantage of the NotW offer but deputy CEO Peter Kyle tweeted: “Not comfortable at announcement that profit from #Notw will be given to charity. The voluntary sector is not an image rehabilitation service.”

NCVO chief executive Sir Stuart Etherington said: “Taking up the offer of free advertising in the final News of the World is a matter for individual charities to determine.
 
‘In assessing whether their organisations should advertise, charity trustees must consider the reputational implications for their organisation and the impact upon their beneficiaries of doing so given the current circumstances that News International finds itself in.”

Navca chief executive Kevin Curley added his voice to the fray on Twitter, tweeting "News of the World Free advertising for charities in the last edition Surely nobody will sink so low? I know where you live."

Badger5000 tweeted: “Don’t fall for the #Notw profits-to-charity scam. Buying it will help them cover their costs. Donate direct if you were going to buy it.”

Turn bad situation into good

Joe Saxton, chair of CharityComms, said charities whose beneficiary class had not been directly affected by the phone hacking scandal, such as the RSPCA, could conceivably advertise in the final edition. “They might see it as too good an opportunity to miss,” he said. “Don’t forget a decent-sized ad in the News of the World can cost tens of thousands of pounds.”

And even others who had been impacted, such as the Royal British Legion, he said, could turn the situation to their advantage by designing specific ads saying something like ‘We might not miss the newspaper, but we sure will miss its readers and the fantastic support you’ve given us over the years – and this is how to keep in touch’.

Saxton accepted that there is a risk attached to being involved with the paper at all but charities have to weigh up the fact that there might be a lot more people reading it this weekend. “So an ad along those lines could be a good balancing act,” he said.

Additional reporting by Tania Mason

George Snodgrass
Interested Outsider
11 Jul 2011

As an American, I chanced upon this site and discussion while reviewing the story of the latest Murdoch scandal.

Former American media mogul Ted Turner has variously accused Murdoch of being a "Warmonger", "Controlling Britain" and "The most dangerous man in the world". No doubt, these comments were made with good cause.

Having said all that, and following the actions of the NOTW, one would presuppose that all this is true. Or so one may believe notwithstanding the presumption of innocence until proven guilty as the law would have it.

Be that as it may, the opportunity for a charitable organization to obtain something for nothing that potentially may benefit the community to which it ascribes should not be dismissed or overlooked or treated with contempt and disdain provided it is within the ambit of the law.

Certainly, one's personal morals and ethics should not be sanctimoniously dumped upon the general populace who are hopefully quite capable of drawing their own conclusions as to the right or wrong of advertising in a free publication no matter its predisposition.

Mr Edward-Few appears to be of this mien and expresses his feelings accordingly without giving the benefit to the potential charitable givers to draw their own conclusions.

So I say to you sir, while you are fully entitled to your opinion, so too is Mr Gower. And while you two may well be diametrically opposed on this issue and putting all personal references aside, I must concur with Mr Gower and chastise you as the CEO of a charity for permitting your personal feelings to attempt to override the goodwill of the contributors.

Well done Mr Gower. You have clearly made the case.

Nigel Edward-Few
CEO
Jubilee Action
28 Jul 2011
Response to [George Snodgrass]

In further response to Mr Gower and Mr Snodgrass, I would like to make the following points:

1. It is precisely my point that charities should not have to fund health care or health research. It is not good enough to say "that is what charities do". Charites exist because of the deficiencies of provision elsewhere in the system, from government or wherever. They fill the gaps. Charities should never be seen as a legitimate and permanent substitute for proper provision or action, nor there for their own interest in perpituity.

Government should be working towards making charities redundant. What charities so often do is not optional or a luxury, but is what is necessary because it otherwise would not happen, but that does not make it right. Proper provision of research, help or services should not be dependent on the variable and fluctuating goodwill and charitable contributions of individuals and other donors.

2. For the record, my daughter also has a very complicated form of diabetes caused by her CF and I therefore sincerely empathise with Mr Gower and his daughter in this regard.

3. I am afraid that Mr Snodgrass has got it wrong. If he were to have read publications for charities and other such organisations here in the UK, he would have seen that the public were overwhelmingly against the possibility of charities advertising in the NOTW for free. I believe that those who did may in the short term at least, suffer a backlash from some supporters.

My decision not to apply, while concurring with my PERSONAL opinion, was taken OBJECTIVELY AND PROFESSIONALLY based on a knowledge of our supporters and those of many other charities after more than 20 years of having been in the charitable sector.

Especially given the field in which our charity works, that of rescuing and rehabilitating children at extreme risk worldwide, those at risk through child exploitation, through being abducted as child soldiers, through drug abuse and muling, trafficking, prostitution, and unlawful imprisonment and incarceration of children as young as eight in some countries, I KNOW that our supporters would have been up in arms.

I therefore say to Mr Gower, I resent and reject your patronising statement " ... at the end of the day, it would not have been the NotW that would have been remembered for this campaign and the success that it brought to all Cystic Fibrosis sufferers, it would Mr. and Miss. Edward-Few." I do what I do because I have a passion for working for others, especially children; I am not interested in self glorification nor is my daughter.

While she has raised tens or even hundreds of thousands of pounds directly and indirectly through her involvement as a 'patient ambassador' for Great Ormond Street (where she was treated and cared for for most of her first 18 years)and from street collecting for the CF Trust, she isn't either; she does it because she wants to help and to give back what little she can do in recognition of all those who have helped her and to enable them to help others.

To Mr Snodgrass I would say, chastise away from the other side of the pond! Sticks and stones ...

I still believe I made the right decision and I stand by it.

Carl Allen
16 Jul 2011
Response to [George Snodgrass]

I hesitate to prioritise the objectives of one charity over another or what donors should suport.

But in the circumstances charity begins at home and NotW should have done an impact assessment before it disburses funds i.e. NotW should use its funds to repair the damage it has caused and this probably includes helping charities which deal with bullying in the workplace.

Barry Gower
11 Jul 2011

I am not sure I follow how Mr. Edward-Few is extrapolating my argument, but in any case as I understand it, patronizing prostitutes or buying pornography is not illegal in the UK.

(quote) Perhaps he could also tell us why he believes that charities should be funding the resources and research required for life saving procedures anyway.(unquote)

I am a little concerned that Mr. Edward-Few, the CEO of a charity himself, is asking me to explain this. That is what charities do. Whilst it would be nice if the health service (in this case) could provide all the resources and research, we all know that they can’t. So charities are established to do this, and the public have the opportunity to contribute, by their donations, to those causes they feel closest to, rather than everyone paying through increased taxes. And whilst some might agree with your sentiments on our expenditure on the war in Afghanistan, other may feel equally strongly about our contribution to the EU, or foreign aid, or civil service pensions and so on. The reality is that things are needed and needed now and since as you feel the government is not providing them, and business are not really interested, a third group, aptly named the Third Sector has arisen to fill the gap.

(quote) As the father of an intelligent, hard working and fantastic young woman with Cystic Fibrosis, I am horrified to now be advised that at a critical stage in trials, that have already proven to be very encouraging, these trials are likely to have to be stopped because there is no more funding unless through donations by the public. Perhaps Mr Gower would like to explain that to her. (unquote)

Interesting enough, Mr. Edward-Few and I have something in common here. I too am the father of an intelligent, hard working and fantastic young woman. Although she does not have Cystic Fibrosis, she does have Diabetes. And whilst it is impossible to compare or contrast these conditions, I personally have a much deeper understanding of her conditions as I too am a Diabetic having had the disease for the last 50 years. I am thus only too aware of the related issue and complications such as heart disease, kidney complications, retinopathy, and so on, most of which I have. I am not mentioning this as a ’bleeding heart’ story but rather to reinforce my deep appreciation for my representative charity, without which I and hundreds of thousands of Diabetics like us would not be getting the support for free medication and appliances, allowance of driving, lower insurance, to name but a few. And the research done by this and similar charities is absolutely amazing and vital to our future well being.

So yes Mr. Edward-Few, I would be more than happy to explain to your daughter that the British public are absolutely amazing when it comes to charity – witness the response to the recent tsunami in Japan and other disasters - and will give generously to appeals for worthy causes. I am sure if she, with your support, had approached her representative charity to place a free ad in the NotW this Sunday, this would have gone a long way to educating the public to the fact that her trials may be stopped (I for one was not aware of it) and hopefully been the start of a very successful campaign to raise the money required. And at the end of the day, it would not have been the NotW that would have been remembered for this campaign and the success that it brought to all Cystic Fibrosis sufferers, it would Mr. and Miss. Edward-Few.

Bill Major
9 Jul 2011

what is more embarrassing is the fact that people actualy READ the toilet paper News of the World? What is equally sad is that these companies and charities advertised in the past in NOW. As for the "...Heroes..." charities who have been happy to exploit the NOW who in turn were happy to exploit "our boys" -shame on you.

Joe Public
8 Jul 2011

Hello, I’m a member of the general public and there for pretty thick. I for one am pleased charities will not be advertising for free in the last edition of News of the world as there is NO WAY I could disassociate the charity from newspaper. If for example the RSPCA advertised in Sundays edition I would instantly discredit the charity along with any animals that may feature in the AD…. in fact it could cause more damage to animals then good as I’d find it extremely hard to trust that dogs, cats and birds weren’t involved in some sort of phone tapping scheme. Thank God all these charities have not underestimated the intelligence of the British population.

Peter Storey
Director of Marketing
Kidney Research UK
8 Jul 2011

A charity's brand is its greatest asset. By protecting and developing our brands in the public's eye, we ensure sustainability for the future and increase our ability to help more and more of the beneficiaries you cite. Decisions about who to associate your brand with are critical and transcend short-term opportunities to generate limited income at any cost.

Barry Gower
8 Jul 2011

I would be interested in the response to the dying patient who did not get the equipment needed to save his life because the charity declined to run the free appeal offered by the News of the World. Try explaining the moral stance to those thousands dying in the Horn of Africa who would undoubtedly benefit from a campaign in a publication with a circulation of 27% of the Sunday newspaper market. The patient who receives a liver transplant has no interest in the morals, ethics or otherwise of the donor – living or dead; only that the organ is healthy and will give him the best chance possible.

Perhaps now may be a good time for some internal re-assessment.

Nigel Edward-Few
CEO
8 Jul 2011
Response to [Barry Gower]

I read Barry Gower's contribution with incredulity and shaking with rage! Perhaps he is suggesting by extrapolation of his argument, that we should all patronise prostitutes and drug dealers or buy pornography or continue to invade the grief of murdered children and servicemen, as as has been done by these worthless hacks at the NOTW, as it gives all these parasites an income and a living.

I am far more interested in someone, preferably the government, explaining how we can be spending hundreds of millions on bombing Libya and fighting an unwinnable war that is not ours to fight in Afghanistan, rather than on the health service to take Mr Gower's example, than I am defending my charity's stance in not wishing to associate with, depending on one's depth of feeling, a discredited journal at best or the gutter press at worst.

Perhaps he could also tell us why he believes that charities should be funding the resources and research required for life saving procedures anyway.

As the father of an intelligent, hard working and fantastic young woman with Cystic Fibrosis, I am horrified to now be advised that at a critical stage in trials, that have already proven to be very encouraging, these trials are likely to have to be stopped because there is no more funding unless through donations by the public. Perhaps Mr Gower would like to explain that to her.

Peter Storey
Director of Marketing
Kidney Research UK
8 Jul 2011

Too right our sector is not an 'image rehabilitation service'. Irrespective of the alleged phone hacking scandal, the move to close the NOTW, and the consequent loss of jobs for the innocent rank and file, could be seen as a cynical attempt to smooth the way for the far more lucrative BSkyB takeover. To then offer free i.e. unsellable ad space, to charities is equally cynical. Major commercial brands have distanced themselves from the NOTW. Why would a charity then wish to positively associate its brand with the paper? There is a moral issue at stake here.

Nigel Edward-Few
CEO
8 Jul 2011

We will not be adverting for free in TNOTW this weekend. In fct we wouldn't even if they paid us!

I can't believe that Stuart Etherington is sitting on the fence, nor that Joe Saxton is even contemplating that it might be "too good an oportunity to miss". What planet are they on?

Thank goodness for Peter Kyle and ACEVO; as ever to the point and forthright!

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