A wildlife protection campaign by sustainable transport charity Sustrans breached the fundraising code by potentially misleading donors, it has been revealed.
The Fundraising Regulator found that Sustrans’ campaign on social media was likely to mislead donors as it failed to mention the charity’s primary aim to increase active travel by expanding and developing the National Cycle Network (NCN).
This omission could have led potential donors to believe that their contributions would mostly go towards the promotion and protection of wildlife, the regulator said.
The regulator also examined Sustrans’ website and concluded that the information provided could also lead donors to assume that their money would mostly fund wildlife protection.
It therefore identified two breaches of the Code of Fundraising Practice in light of its findings, specifically under sections related to informing donors and the use of funds.
The regulator recommended that Sustrans updates its website and fundraising page to clarify to potential donors what the charity’s primary aims are in relation to the NCN, and that any donations may support a range of purposes.
It also recommended that Sustrans make this information easily available to potential donors before they are asked to donate.
Sustrans has accepted and is reportedly collaborating with the regulator’s suggestions.
A spokesperson for the charity told Civil Society: “We have collaborated with the Fundraising Regulator throughout their investigation and acknowledge their findings regarding our ecology-focused fundraising adverts.
“This is the first time we have been found in breach and we’ve taken this as an opportunity to learn and improve. We are confident that our current fundraising activities are transparent.”
Initial complaint dismissed
Sustrans was first reported to the regulator in July 2023 by an anonymous complainant who had exhausted the charity’s internal complaints procedure, the regulator said.
At that time, the regulator found no breach of its code and took no further action.
However, in November of the same year, the same complainant returned with additional information, expressing concerns that the campaign publicised by Sustrans on Facebook and aimed at wildlife protection was misleading.
After examining the charity’s website, relevant policies, strategy documents, and other evidence, the regulator found that while Sustrans does engage in ecology and wildlife protection work, its primary charitable aim is to promote active travel by developing the NCN.
The regulator noted that the fundraising campaign did not mention this overarching goal, and deemed the omission of this context significant, as it could mislead potential donors and hinder informed decision-making.
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