CharityComms

These are dark times. The Fundraising Standards Board (FRSB) tells us that a third of all complaints about charity fundraising come from people unhappy with junk mail, 22% of the complaints they receive concern data protection and not a day goes past without another data blunder hitting the headlines. Direct marketing has come under the microscope like never before and of all the mailers in the world, those in the charity sector stand to lose the most. Like most sector-tainting issues, the actions of a few tarnish the reputations of many and we must act now if this valuable channel is to be saved.

And if we don’t act now? Well you’re probably not that bothered if I find myself out of a job tomorrow, understandably so. You’re probably not that fussed if that means that banks are prohibited from carpet bombing households across the UK, and I’d probably be with you there. But you might be a little more concerned if your charity’s beautifully-crafted, donation-garnering, brand-building direct mail is banned, costing you volunteers, supporters and hundreds and thousands of pounds worth of donations. Then you might sit up and take notice.

But don’t worry. This isn’t another ‘woe is us’ lament from a direct marketer who can’t see a light at the end of the tunnel. The light at the end of the tunnel will be reached if we insist on better targeting, better use of sustainable and recycled resources, and better use of managed industry suppression files. And herein is where we should be putting our foot down. I propose that the sector gets behind a ‘Suppression Best Practice’ accreditation system. This would mean that organisations processing mailing data files would need to pass an accreditation process and, the organisations responsible for initiating the campaign, i.e.; the mailer, would need to demonstrate that they use only accredited bureaux.

Similarly to the FSRB’s tick logo to demonstrate that charities are operating within best practice guidelines in terms of how they treat the public, or how a bureau must be accredited by the Royal Mail to offer its postal discount schemes – the standard would be a kitemark for best practice. The DMA would be the ideal organisation to administer it, and they would offer accreditation services. Accreditation would be awarded for those companies that use appropriate deceased, mover, gone away or no mail request files.

And of course, it’s not just about the bureaux. Suppression file providers should also provide information detailing the origin of the data on their respective files. Only files where the origin can be verified can be a part of the accreditation process and therefore, used by accredited bureaux. We all know how damaging mailing the deceased can be and this would go a long way to prevent the huge brand damage that can be caused when this happens (not to mention the personal distress to recipients).

Once accredited, the relevant bureaux or mailer is entitled to display a logo on their direct mail, other marketing material, and their website, demonstrating that they comply with ‘Suppression Best Practice’.

What would this mean for the sector as a whole? Proof that we are prepared to address the challenges we face and take genuine action. What would it mean to donors? The security that the charity they give to is operating to the highest standards. What would it mean to the worthy causes that your charities strive to support? Increased awareness and income through responsible and respected charity brands who communicate with integrity. Now tell me it’s all too much effort....