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Prospecting included in draft F2F code

Fundraising | Gemma Ware | 28 May 2008

Charities asking for names and addresses on the street will now be required to follow the same rules as face-to-face fundraisers asking people to sign up to direct debits, under a revised draft code of practice from the Institute of Fundraising.

The newly titled Face-to-Face Activity Code of Fundraising Practice, which was put out for consultation yesterday, includes a new definition of face-to-face (F2F) fundraising aimed at encompassing the practice of prospecting – where members of the public are asked for their details but not initially for money.

It defines F2F activity as “both the personal solicitation in public places of committed gifts by direct debits and/or standing orders, and all other forms of personal engagement in such places designed to initiate a lasting relationship with a given fundraising organisation”.

In the past only fundraisers engaged in F2F fundraising, where a direct ask was made on the street, had to adhere to the IoF’s code of practice, meaning there was no onus on the charity or fundraising agency to inform local authorities of their activity.

However, this has begun to cause tensions with local authorities who feel there is little distinction between the two activities.

The draft code now states that IoF members ought to contact the relevant local authority when carrying out any kind of F2F activity and adhere to the same best practice guidelines on the conduct of their staff on the street. 

Make it clear the ask will come later

Prospecting activity is also highlighted within a section of the code guiding how fundraising staff should be briefed on charity campaigns.

It says where the aim of the activity is to secure a donation after an initial non-financial commitment, the fundraiser “must acknowledge the possibility of a subsequent financial commitment request” to the member of the public during the initial conversation.

The draft code covers all types of personal engagement in public spaces, including highways, or any areas where the public has free access such as a station, airport or shopping centre.

It also includes a section on house-to-house activity and recommends that project managers should ensure their organisation makes only one unsolicited approach to a house in a six-month period, and that they should also be aware of No Cold Calling Zones.

PFRA sidelined in draft code

Mick Aldridge, chief executive of the Public Fundraising Regulatory Association (PFRA), which manages street fundraising diaries with 25 local authorities, said the new draft of the code provided “plenty of room for innovation” and was a step in the right direction.

“The reason we asked the IoF to review the code was because local authorities were saying this activity looks like fundraising and therefore it needs to be regulated.

“We’re at a stage now where some local authorities are saying 'yes, we will do a deal with you but only if you include prospecting'.”

However, the IoF has removed a section from the previous code that stipulated any of its members carrying out F2F fundraising ought to be members of the PFRA.

This has been met with gritted teeth by the PFRA and Aldridge said its board would be meeting to discuss the code at the end of this month to decide on how it would respond to the consultation.

The PFRA is also considering how it will begin charging its members for regulating other types of F2F activity and whether a levy system similar to that in place for street fundraising, would be appropriate.

Twelve weeks to respond

Megan Pacey, director of policy and campaigns at the IoF, urged the sector to respond to the consultation, which closes on 8 August.

“Face-to-face fundraisers have recently felt the full force of legislative environment as they have been required to implement new solicitation statements. The challenges that many have experienced in implementing these strengthened legal requirements has demonstrated why as a sector the codes of fundraising practice matter and why we must embrace self-regulation,” she said.

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