Direct mail code published

By Hannah Jordan, Third Sector, 21 May 2008

Charities should avoid direct mail pack incentives designed to pressure donors to give by making them feel guilty about having received an expensive item, according to new guidance published today by the Institute of Fundraising.

The code of fundraising practice Direct Mail says that fundraising organisations can enclose items to enhance the message or engage the donor with the cause, but should not include incentives solely to cause embarrassment or "financial guilt" to prompt a donation. A press notice issued with the code suggests that...