# FRSB rejects complaint against Smile Train's mailing

- Link: https://fundraising.co.uk/2012/03/28/frsb-rejects-complaint-against-smile-train039s-mailing/
- Published: 2012-03-28T00:00:02+01:00
- Author: Howard Lake

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.

## Advertisement

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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