FRSB rejects complaint against Smile Train's mailing
Howard Lake | 28 March 2012 | News
The Fundraising Standards Board (FRSB) has not upheld a complaint about Smile Train UK’s direct mail campaign which seemed to threaten that more appeals would follow if the recipient did not make a donation.
The appeal used the slogan ‘make one gift now and we’ll never ask for another donation again!’ on the front of mailing envelopes. The complainant felt that this put pressure on supporters to give and therefore broke the Fundraising Promise.
Adjudication
The FRSB Adjudication Board ruled on the complaint on 7 March 2012, reviewing it against the Fundraising Promise clauses “We Are Fair and Reasonable” and “We are Respectful” and section 3 of the Institute of Fundraising’s Direct Mail Code.
The Board concluded that the opt out clauses and FAQs within the mailing “made it sufficiently clear that donors were not under pressure to give and could opt out to further communication”.
On the other hand, the Board recommended that the charity adjust the mailing envelopes of the One Gift direct mail campaign so that the public is less likely to feel pressured to give. It suggested an opt out clause or alternative wording to ensure stronger adherence with the Code.
Smile Train UK has apologised to the complainant, but will continue to use the slogan, even though the FRSB has attracted a further four complaints about it between September and October 2011.
Chair’s comments
Colin Lloyd, Chair of the Fundraising Standards Board, said that it was “crucial that the public do not feel pressured into giving”.
He added: “Smile Train has taken an unusual approach with its One Gift campaign and we understand that it has been the charity’s most successful appeal. We were reassured that the mailing contains all the necessary information to clarify the slogan on the front cover, but we hope to see greater clarity on the envelope itself in future.”
The FRSB acknowledged that Smile Train UK had been both open and transparent in its dealings with the Board during the course of this complaint investigation.
www.frsb.org.uk
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About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale.
He is the founder of Fundraising Camp and co-founder of GoodJobs.