As a sector are we willing to stand up and be counted when there is publicity about our fundraising methods, and should we do more?

Liz Waldy, head of supporter value and experience, ActionAid UK

We should absolutely be doing more. Whatever fundraising we are doing, we should be doing with respect for our supporters, knowing that it’s going to raise us more money now or in the future, and we should have the evidence to support that. If not, then we shouldn’t be doing it. 

Being a fundraiser is an incredible privilege – we give people the opportunity to do something about the problems they feel powerless to solve, and we should be proud of that. But it’s getting harder and harder to get our messages through. That takes creativity, persistence and some brave decisions.

If our supporters understand what we are trying to do and the challenges, they can be our best publicity. Overall, honesty is the best policy. 

Giles Pegram, independent fundraising consultant

We should do more. But it should be about the positive impact of fundraising throughout the world. 

Whenever I see us talk about face-to-face fundraising, we seem to be on the back foot. Interviewees who are asked a question about the negatives should respond with a positive statement such as: “Can I come back to that in a minute. Did you know that face-to-face fundraising by one charity alone recruited 200,000 new, younger donors who are giving more than their older, counterparts – a total of £26m per annum? The impact of that sum of money is vast, particularly given that the money is going to come in year after year.”

The FRSB last year reported 485 complaints about street fundraising, out of a total of 18,000 complaints about fundraising. The chugger is dead, except in the minds of some media. 

Now, what was that question again?

Danielle Atkinson, head of digital and individual giving, Merlin

I think there are a number of people and charities who are willing to stand up and be counted – but we’re also very reactive. We should be doing more to promote different types of fundraising and explain to the media and public why we use them – because they work.

We rush to counteract negative publicity, but we should also be unafraid to challenge our friends, family and even people in the lift when we hear complaints.

I know that some organisations have a fear of publicly defending certain fundraising methods – but if they’re generating income we have a responsibility as fundraisers to explain why they’re so vital to us.

We should never be ashamed of what we’re doing and how we do it – if we can’t defend it, we shouldn’t be doing it!

Alan Gosschalk, director of fundraising, Scope

We should do more. The high levels of trust that charities benefit from stems from the public intrinsically believing that we are making a big difference. But the public doesn’t understand modern charities and how they function and fundraise, so when we fail to explain or to defend ourselves, it looks as though we have something to hide and we risk damaging this vital trust.

It appals me that journalists have contacted charities about fundraising methods, and those charities have been unwilling to respond. It’s precisely for this reason that fundraisers formed the ImpACT Coalition and have developed key proactive messages as well – see www.acevo.org.uk/impact. We have nothing to be embarrassed or ashamed about.

If you’re prepared to use a method of fundraising, you have a duty to explain the rationale – after all it is donors’ money that’s usually funding it!

Catherine Cottrell, group head of fundraising, RSPCA

Surely charities should feel that they only employ ethical techniques to elicit donations, and should stand up for those actions? Otherwise we are only fuelling the argument that there are hidden costs and practices which don’t stand up to scrutiny.

It is really important that we don’t let the accusers be heard without there being a clear counter argument to what are often inaccurate perceptions. It takes individual and organisational bravery to challenge that

We need to work closely with bodies like the Institute of Fundraising and the PFRA to ensure that a united and strong voice defends the professionalism of the sector.

I know it’s not easy, particularly when we sometimes face lack of understanding within our own organisations, let alone the public. Don’t ask me what happened to the trustee who referred to our biggest recruitment technique as chugging…grrr!

This article first appeared in The Fundraiser magazine, Issue 18, June 2012