# Genuine transparency & trust

- Link: https://fundraising.co.uk/2008/09/12/genuine-transparency-amp-trust/
- Published: 2008-09-12T12:34:28+01:00
- Author: Howard Lake

**Many of you will have probably read the article about Trust in the latest edition
of [Professional Fundraising](http://www.professionalfundraising.co.uk/home/content.php?id=1413&pg=11&cat=17).**

Personally, I agree with some, though certainly not all of the points raised. However,
I do believe the example of how the RSPCA is using the back of mail packs to explain
how direct mail is an effective fundraising activity is an excellent one. This idea
was featured in the PF supplement on Direct Marketing in 2007, and we have also 
highlighted it on our website www.50fundraisingideas.com (it’s number 22).

Related to this I wanted to share another new idea we have developed with one or
two of our braver clients to also try and address the issue of trust, particularly
with donor acquisition campaigns.

## Advertisement

As has been well documented, these campaigns generate lots of complaints from very
irate recipients wanting to know exactly where their names have been obtained from.
This is a fact of donor acquisition life.

Below is the text from a small postcard that Handicap International UK will be enclosing
with their next donor acqusition campaign.

Dear Friend 

Handicap International relies on public support and we use mailings like this to
inform people about the work we do.

Occasionally, we contact people who have not previously supported our work in order
to introduce them to what we do. We appreciate however that this type of mailing
is not always well received and for that reason, I’d like to introduce you to a 
means of stopping unsolicited appeals*. 

On the reverse of this postcard, you will find all the information you need to stop
unsolicited personalised post. Remember, this service is completely free of charge–
don’t let anyone tell you otherwise. 

I hope this helps.

On the reverse of the card are the contact details for the Mailing Preference Service.

Whilst this will still not prevent the ire of some people, I believe it will significantly
reassure and placate many others as they are given the tools to directly take control
of their own future mailings.

Not only that, it shows the donor that the charity are responsible, open, and transparent.
All qualities associated with trust.

I firmly believe this approach will help set Handicap International UK’s mailing
apart from the vast volumes of cold mail being despatched by charities every month.

Of course, it won’t work unless it is supported by an excellent Welcome programme
and a carefully thought out and executed communications programme of feedback, appeals,
and other opportunities to get involved and become engaged.

Thankfully with Handicap International UK it is – hopefully you can say the same?

 * **[Charities should trust volunteers’ fundraising expertise](https://fundraising.co.uk/2014/11/08/charities-trust-volunteers-fundraising-expertise/)**(
   8 November 2014)
 * **[OSCR survey shows strong support for charities in Scotland](https://fundraising.co.uk/2016/06/30/oscr-survey-shows-strong-support-charities-scotland/)**(
   30 June 2016)
 * **[Charities need to focus on being trustworthy, not on trust – fundraising can lead the way](https://fundraising.co.uk/2016/07/27/charities-need-focus-trustworthy-not-trust-fundraising-can-lead-way/)**(
   27 July 2016)

## Comments

### By: catman

- Link: https://fundraising.co.uk/2008/09/12/genuine-transparency-amp-trust/#comment-3262
- Published: 2008-09-23T13:05:32+01:00

Hi John,

The statement from Handicap International UK (such an awful name) is in a way transparent,
but would not be sufficient if the new guidance around disclosure statement. Had
charities been forced to show a notifiable amount as it does for other forms of 
fundraising which engage the use of volunteers and PFO’s who in some way handle 
money or personal details.

To match that transparency Handicap Int UK would need to say something like:

It cost the charity £100,000 to send out this mailing to potential supporters. Over
4 years we aim to receive XX back in donations.

Can you see this happening in the future? That would be proper transparency in my(
and the laws) eyes.

catman