Accuracy and clarity in fundraising

10 May 2022
Risk and Reputation ManagementEquality, Diversity and InclusionEthics
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This short piece of guidance looks at how fundraisers can make sure their communications are clear and accurate for a wide range of audiences.

Making sure that fundraising materials are clear and accurate is fundamental to building and maintaining trust with supporters. This is not always straightforward, fundraisers often need to explain a lot of complex information concisely in a way that captures donors’ attention. This resource provides you with advice on common challenges in this area:

Improving how you share information in fundraising materials is one of the ways to demonstrate ethical and innovative behavior outlined in our competency framework, read more about your CPD journey here.

Why is this important now?

Sharing information that is accurate and clear is fundamental to making sure fundraising is legal, honest, open and respectful. This will only become more important as charities adopt new channels and ways of working, meaning fundraisers will need to consider how to adapt their approach to suit new audiences and styles.

Connecting with new audiences is crucial to raising funds and awareness for good causes, however, some people may be unfamiliar with the cause. This could explain why the Fundraising Regulator’s 2020/1 Complaints Report stated the most common complaint across all fundraising methods was regarding misleading information.

It’s important to remember that this prevalence of complaints about misleading information does not mean many complaints are being upheld, telling us that fundraisers are acting appropriately. It's possible that donors are unfamiliar with fundraising or the cause which is leading to some confusion. Fortunately, there are steps fundraisers can take to make sure that their material is accessible to different audiences.

What do the rules say?

How can you get this right?

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