Recent events have shone the spotlight on accountability in fundraising and the role of the FRSB. Now is the time to clarify the complaints process and raise public awareness of sector regulation, says Stephen Cotterill.
Outgoing Fundraising Standards Board chairman Colin Lloyd conceded in a recent interview in Fundraising Magazine that public recognition of the self-regulatory body is exceedingly low – by his estimates somewhere in the 10-15 per cent bracket. And that might be generous. In actuality, it may be as low as 6-8 per cent. Obviously, the FRSB doesn’t have a multi-million-pound marketing budget to run national campaigns, but increasing awareness among the public is an essential next step for Lloyd’s successor, particularly while fundraising practices are high in the public consciousness following the apparent suicide of poppy-seller Olive Cooke.
The tragedy brings to the forefront the role of the FRSB and the division of responsibilities with the Institute of Fundraising and the Public Fundraising Regulatory Association. For the public, the relationship is confusing. It may be well known within the sector, but ask an average donor if they know who regulates fundraising and I suspect you will be met with only the slightest glimmer of knowledge. Then ask them who sets the codes, who enforces them and to which organisations the codes apply, well, then the light of recognition will most likely be snuffed out entirely.
When someone wants to complain, all they need to know is how to do it and who to do it to. Whether the complaint is justified or not is irrelevant. If they feel aggrieved, they have a right to do it. What is relevant is that the sector has a clear and obvious mechanism with which to deal with it. Without real, or even perceived, accountability there is no recourse. People feel powerless and this diminishes trust.
Lloyd is leaving the FRSB after nine years of significant achievement, building the organisation through some tough times into what it is today. But, as the former chairman alludes to himself, until the public have a real sense of accountability in fundraising then negative coverage will continue to haunt the sector. As tragic as the death of Olive Cooke is, it has put fundraising and its regulation into the public eye. This presents an opportunity for fundraising charities and their umbrella bodies to realign, look to establish clear complaint protocols and offer defined accountability while the sector is in the limelight.
