Charities urged to put donors' individual needs first in updated guidance

Charities should equip their fundraisers with the skills to support people's decisions about charitable giving without making assumptions about their circumstances or ability to donate, according to updated guidance from the Chartered Institute of Fundraising. 

The updated Treating Donors Fairly guidance reminds charities that anyone can experience vulnerable circumstance, and that needing additional support does not necessarily mean someone lacks the capacity to make a donation. 

It emphasises that fundraisers should respond to each person as an individual, giving them the information, time and support they need to make an informed choice. 

The guidance provides practical advice to help fundraisers:

• Recognise when someone may need additional support, without making assumptions based on their age, disability, health or appearance. 
  
  
• Adapt their approach to individual needs, such as allowing more time to make a decision, providing information in accessible formats or offering to continue a conversation later. 
  
  
• Know when to pause or stop a fundraising request if there are concerns about someone's ability to make an informed decision. 
  
  
• Record and respond to concerns appropriately, while protecting supporters' personal and sensitive information. 
  
  

The guidance also makes clear that treating donors fairly is an organisational responsibility, not something that should fall solely on individual fundraisers.

Charities need clear policies, regular staff and volunteer training, management support and effective oversight of fundraising agencies and other third parties. 

Last updated in 2021, the guidance has been refreshed to reflect changes in fundraising practices, legislation and regulation, including the updated Code of Fundraising Practice. It also includes advice on digital fundraising, data protection and the charitable purposes soft opt-in direct electronic marketing. 

The CIOF is encouraging charities to use the updated guidance to review their supporter-care policies, staff and volunteer training, and arrangements with fundraising agencies, ensuring they have the right safeguards and support in place. 

Clair Stanley, director of policy and communications at the the Chartered Institute of Fundraising, said:

"Fundraising should be a positive experience for everyone. Every supporter deserves to be treated with fairness, dignity and respect, and to feel confident that they are making an informed choice about giving. 

"Anyone can experience vulnerable circumstances, but that doesn't mean they should be excluded from supporting causes they care about. Fundraisers need to listen, avoid making assumptions and understand when someone might need extra time or support.

"Getting this right isn't just about individual fundraisers making good decisions. Charities must give their staff and volunteers the training, policies and management support they need to respond confidently and sensitively.

"We hope this updated guidance encourages charities to look at their own practices and make sure they're doing  everything they can to put supporters' needs first."

Read the updated guidance here