The Institute of Fundraising has enhanced its Internet Fundraising code of practice to encompass all forms of electronic media and is announcing publication of the revised draft Code, now titled ‘Fundraising through Electronic Media’. Feedback on the draft is encouraged.
The revised Code outlines best practice guidelines for fundraising across the full spectrum of electronic media, including SMS (short message service) and interactive TV.
The Institute is calling on all interested parties to review the draft Code and feed their views into its development. Comments should be sent to the Institute by 21 October 2005.
The original Internet Fundraising Code was published in 2001. Needless to say, it has required substantial updating: as well as technological changes and wider experience of using new media fundraising techniques, other broader issues have required addressing. These include online brand management and fundraising ethics, content management (on both the charity and third party websites), service providers, legal and tax points, accessibility and usability, financial transactions and email communications.
Sarah Hughes, Interactive Media Fundraising Consultant at Charity 21, and formerly Head of New Media at Charities Aid Foundation, chaired the Working Party responsible for developing the Fundraising through Electronic Media Code of Practice. She said: “Successful e-philanthropy relies on strong and confident relationships across the board; this Code can enable charities to fundraise in a thoughtful and professional manner and in so doing increase the confidence, trust and adoption of their supporters.”
The Fundraising through Electronic Media Code is the 22nd Code of Fundraising Practice from the Institute.
UK Fundraising’s Howard Lake was a member of the volunteer panel which created the first Internet fundraising code, and he served on the volunteer panel for the revised code. The other panel members who contributed their expertise were Bertrand Bosredon, British Heart Foundation; Lawrence Simanowitz, Bates Wells and Braithwaite; and Laura Thomas, Institute of Fundraising.