The recent bad publicity that charities are receiving as a result of poor data and contact practice is risking significant damage to the whole sector. Already there are calls for tougher legislation and a new regulator with more bite.
Now is a time for action – but where to start?
These 16 points are my view as to how to tackle the issue – undoubtedly for many these practices may impact supporter income today, but they will help build vital trust with supporters and help ensure continued fundraising in the longer term.
-
Listen hard to what the public think and behave accordingly
-
Audit your current supporter contact methods and processes and check they meet those expectations – not just the law.
-
When supporters share data be absolutely transparent and ensure that they always clearly understand how it will be used.
-
Treat external data with absolute trepidation until you are 100% sure that has been gathered in alignment with points 2 & 3 above.
-
Never sell your supporter data – The Institute of Fundraising have now added this to their code of practice (see here). Watermark your data to find out if this happens without your knowledge.
-
Never hide or withhold the organisation’s identity – for example never withhold your telephone number.
-
Develop a set of clear supporter contact standards and rules for everyone (both in the charity and your agencies) to adopt.
-
Ensure anyone (internal or external) who contacts supporters for fundraising are suitably and frequently trained in your rules and standards.
-
All individuals in contact with supporters should be both sympathetic and empathetic to the supporters they contact. End calls quickly and politely when it’s appropriate to do so – always err on the side of caution.
-
Monitor and check contact teams continually to ensure these standards are being maintained. Record calls and continually feedback and train.
-
Treat every complaint with respect and use them as an opportunity to further your improve operational processes.
-
Select third party agencies on their ability to act in a manner that’s in accordance to best practice – not price. Audit them frequently, randomly and vigorously.
-
Add tracking data (seeds) to the data feeds and “mystery shop” the contact they receive – make sure it meets the standards you wish. Ask to be removed and see if and when it happens!
-
Treat seriously the wilful negligence of these processes – it should always be a disciplinary offence.
-
Monitor and log the amount of contact that happens to individuals – build internal management and technical processes that prevent "over contact".
-
Make it easy for individuals to opt-out of further contact if they wish – anything else is pointless and damaging and prepare to implement a new “charity opt out” preference scheme – it’s probably going to happen.
Finally even after putting these actions into place you should ensure that you have a suitable plan for when it goes wrong - a positive, caring and professional approach could make all the difference...