contacts there - it will their company
• prove useful for them to write or sign the
appeal letter. • any procedure or timetable for submitting
• One of your volunteers or supporters applications
may be an
• employee of the company. • whether they might be interested in coming
to see your organisation at work.
• Your clients/users (or their parents) may
work for the company. Visits are useful when discussing bigger
donations with the larger companies, but are
Alternatively, you might be able to tie your difficult to arrange for anything small.
appeal in to a known personal interest of a
director. Almost certainly your appeal will be in the
form of a letter. Make this as personal as
Getting in touch you can. Circular letters tend to end up in the
bin. Make the letter short and to the point.
Generally an appeal through a personal
contact will work the best. But if you haven't Be specific in your approach
got a contact and can see no way of
developing one, then you will have to come Rather than sending out a circular mailing to
up with another link. 100 or 1,000 companies, you will be more
successful if you select a few companies you
As a first step you might contact the believe will be particularly interested in your
company to find out the following:- project, and target your application to them
and their policy. (Many companies will not
• who is responsible for dealing with consider circular appeals as a point of
charitable appeals policy).
• their name and job title Find a good reason why you believe the
company should support you and include
• what information they can send regarding this prominently in
your letter. You may be able to relate what Similarly, a local charity might not want
you are doing as a charity to companies money from a company who has made
which have some relevance to your work; for people in the area redundant. Each charity
example, a children’s charity can appeal to has to judge where it draws the line.
companies, making children’s products
companies, a housing charity to construction Be clear about why you need the money
companies, building societies, etc. Any
relationship, however tenuous, creates a You must be clear about the objectives of
point of contact on which you can build a the work you are raising money for,
good case for obtaining the company’s particularly its time-scale and how it relates
support. If there is no relationship, should to your overall programme of work. Try to
you be approaching that company at all? think in project terms rather than seeking
money to cover basic administration costs.
There may be occasions where a charity will This can be difficult, because most people
not want to accept money from a company in spend most of their money on administration
a related company's support. If there is no in one form or another, so you need to
relationship, should you be approaching that conjure up projects out of your current
company at all? A health education charity activities to present to potential donors. You
may not want to accept money from a can build a percentage of administrative
tobacco or brewery company or from the costs into the costs of the project. If you
confectionery industry, or similarly an relate what you are doing to a specific time-
environmental group may not wish to accept scale, this again makes what you are
a donation from a nuclear power company. applying for more of a project than a
These may feel that as a result of doing so contribution to your year-on-year core costs.
they would be seen to be compromised.
Be persistent applications in the future. If they said that
they do not give to your particular type of
Do not underestimate the persistence factor. activity then you know that it is absolutely no
If you do not receive a donation in the first use your going back. If they said their funds
year, do not assume that the company will were fully committed, you can try to find out
never support you. Go back a second and when would be a better time to apply
even a third time. (although it might only have been a
convenient excuse because they did not
If you are going back, mention the fact that want to give to you).
you have applied to them previously,
perhaps saying that you are now presenting Note the response to your appeal and use
them with something different which may be any information you can glean to improve
(you hope) of more interest to them. your chances the next time. People respect
persistence, so it really is important to go
If they give you reasons for refusing support, back again and again.
use them to help you put in more appropriate
How to find out which firms to approach? • The appropriate regional section of
The firms to approach must depend on what • The local Chamber of Commerce.
sort of organisation you are. If you are a • Confederation of British Industry –
national organisation then an appeal to the Regional contacts.
country's leading companies is appropriate. • The Institute of Directors.
Local groups should approach local firms
and local branches of national companies Whichever directories you are using make
which have a presence in their area. All sure they are up-to-date copies. Company
organisations can approach companies in personnel and/or donations policies change
allied fields: for example, theatres can regularly.
appeal to fabric companies.
If you want gifts in kind, you should find likely
You will find the names and other details of suppliers of what you need. Trade
companies in a whole series of useful associations will often provide a list of its
directories and publications. member companies. Another idea is trade
list of its member companies. Another idea is
Sources of information: trade exhibition catalogues which give
details of all exhibitors.
• The Times 1,000
• The Kompass Register of British One big problem is the ownership of
Industry & Commerce – [available in seemingly independent companies. Many
regional sections] companies are in fact a part of a much larger
• Guide to Key British Enterprises concern. In recent years there has been a
• Stock Exchange Official Year Book substantial number of mergers and
• Jordan's Top Privately Owned take-overs, plus the buying and selling of
Companies – [2 volumes] business between corporations. A useful
source of information is the directory Who
To find key contacts in companies: Owns Whom, which has a subsidiary index
listing most subsidiaries of companies
• The Directory of Directors and Who's included in the guide. You can also use
Who are useful for finding out more company annual reports, which (for most
about company directors. companies) can be obtained on request.
• Corporate Register - updated These reports provide good background
quarterly - a guide to makers in UK information on the company, and
Stockmarket companies. occasionally information on the company's
corporate support programme. Some private
For local companies in addition to this (and occasionally public) companies will not
guide: send out annual reports except to
shareholders; in such cases you can go to
Companies House to get hold of a copy. The
main offices are situated in Cardiff, In any city or region there will be large
Edinburgh, Belfast and London, with satellite companies who are important to the local
offices in Birmingham, Glasgow, Leeds and economy. These companies will often feel a
Finally there are national and local Some basic don'ts when applying to
newspapers which can provide useful companies
information and ideas about who to
approach. Informal sources or information $Don't write indiscriminate 'Dear
may include the local business school, Sir/Madam’ circular letters to any
rotary, round table, Chamber of Commerce, company you come across.
Business Breakfast Clubs, as well as clients $Don't use any guide you may have
of your auditor, banker, legal advisor or access to as a simple mailing list.
suppliers. $Don't write to a company which
specifically says it does not support
The types of companies that give your kind of work. Don't write to a
Foreign owned multi-national companies company unless at least one of the
Many of the large multi-nationals have global
giving programmes. Some have an • The company has a declared policy
international structure for managing their indicating a specific interest in your
giving with budgets set for each country and group's area of work.
a common policy for the sorts of activity they • The company operates in the same
are interested in supporting. small budget to locality as your group and a clear
spend on charitable projects of its choice. product link exists between your
Others may give each country a small needs and their supplies.
budget to spend on charitable projects of its • You have a strong personal link with
choice. With others, community involvement a senior company officer, or a
policy remains a purely local matter for member of their staff is actively
company management in the country involved in your work.
concerned. • There is some good reason to write
to that particular company. The fact
Leading national companies that the company makes a profit and
your group needs money is not a
Many support large national charities, of sufficiently strong link.
which many have departments set up to
raise money from companies. Some make responsibility to do something to support
grants through regional offices and most will voluntary action and community initiatives in
give preference to charities local to their those areas, and value the good publicity
main operating sites. that this will provide. It is a good idea to form
some kind of relationship with larger
Larger local companies companies in your area
There are also companies that have a owned and the approach will often be
regional remit, such as water, electricity and through the ‘Chairman & Chief Executive’ or
television companies. The support of these ‘Managing Director’, or ‘Senior Partner’.
companies is usually confined within these Most of these companies will have no
regional boundaries. policies about what to give to and may prefer
to give in kind, for example a prize for a
Smaller local companies raffle, or a fundraising event. It might be
easier to approach these companies for this
Almost everyone is targeting the large sort of support in the first instance; and later
companies, because good information is on, (once they have given something), to
available on these for fundraisers and there persuade them to make a cash donation.
is little available information on smaller local
companies. Many of these are privately
Constructing an Appeal Letter funds; how the donation would be
spent if it were to be forthcoming, and
Important points to consider:- why you think the company might be
interested in supporting you.
• Think up a project or aspect of your
work that the business sector might • You should attempt to communicate
like to support. Generally, do not the urgency of your appeal.
appeal for administration costs or a Fundraising is an intensively
contribution to an endowment fund competitive business; there is a
(although there will be cases where limited amount of money to give have
this approach will succeed). to ensure that some of it comes your
Recognise that companies are likely way. If it appears that although you
to be interested in some ideas and would like the money now it would not
not others. For exarnple, a drugs matter terribly much if you got it next
charity would be more likely to get year, this will put people off. But don't
money for education than give the impression you are
rehabilitation. An appreciation of the fundraising at the last minute. Show
kind of projects that companies like to them you are professional and you
support will be very helpful to you. have carefully planned your
fundraising appeal. You should also
• Your letter should be as short as try to show that your charity is
possible. Try to get it all on one side well-run, efficient and cost effective in
of A4. You can always supply other how it operates.
information as attachments. Company
people are busy. You can help them • You should mention why you think the
by making your appeal letter short company should support your cause.
and to the point. It should be written This could range from rather
clearly and concisely and be free from generalised notions of corporate
jargon. Someone not acquainted with responsibility and the creation of
what you are doing should be able to goodwill in the local community to
read and understand it and be much more specific advantages such
persuaded to act on it. Give your as preventing children painting graffiti
letter in draft to someone outside your on their factory walls or the good
charity to read and comment on publicity companies will get from
before finalising it and sending it out. supporting your cause. If the firm's
generosity is to be made public, for
• You should state why you need the example through advertising or any
money and exactly how it will be publicity arising from the gift, then
spent. The letter itself should be emphasise the goodwill which will
straightforward. It should include the accrue to the company. Most
following information (not necessarily companies would say that they do not
in this order): what the organisation require any public acknowledgement
does and some background on how it for the contributions they make, but
was set up; whom the organisation most will appreciate and welcome
serves; why the organisation needs this.
a particular item. You can suggest a figure
• As for something specific. It is all too easy by mentioning what other companies are
to make a good case and then to mumble giving. You can mention a total and say how
something about needing money. Many many donations you will need to achieve
companies, having been persuaded to give, this. Do not be unreasonable in your
are not sure how much to give. You can ask expectations. Just because a company is
them to give a donation of a specific amount, large and rich, it does not mean that it
(matched to what you believe their ability to makes big grants.
contribute to be), or to contribute the cost of
• If you can demonstrate some form of’ policy to support your type of Organisation
leverage' this will be an added attraction. or to give to charity at all). Persistence can
Company donations on the whole are quite pay. If you have received a donation, go
modest, but companies like to feel they are back again next year. The company has
having a substantial impact with the money demonstrated that it is interested in what
they spend. If you can show that a small you are doing and in supporting you. It may
amount of money will enable a much larger well do it again next year, especially if you
project to go ahead, or will release further had thanked them for the donation and
funds say on a matching basis from kept them in touch with how the 'project'
another source, this will definitely be an developed.
How companies reply to you
• Having written a very short appeal letter,
you can append some background support Many companies will not even reply to your
literature. This should not be a fifty-page appeal. A few may acknowledge receipt of
treatise outlining your latest policies, but your letter, and occasionally you will get
like your letter it should be crisp and to the thanked for your request and be told that it is
point, a record of your achievements, your being considered and you will only hear the
latest annual report, press cuttings or even outcome if you are successful. Up to half of
a specially produced brochure to the companies you approach will write back
accompany your appeal. depending on the spread of the companies
you approach. Larger companies have a
• Make sure that the letter is addressed to system for dealing with charity mail, and
the correct person at or the correct most will see it as good PR to give a reply.
address. It pays to do this background Smaller companies which are not giving
research. Keep all the information on file as much charitable support will not have the
it will make your job much easier next time. time or the resources to do anything but
scan the mail and throw most of it in the bin.
• If you are successful, remember to say
thank you; this is an elementary courtesy What sort of reply should you expect? If you
which is too often forgotten. If the company do an extensive appeal, you will inevitably
gives you any substantial amount of get a lot of refusals. These will normally be
money, then you should probably try to in the form of a pre-printed or
keep them in touch with the achievements word-processed letter or a postcard.
related to their donation (such as a Occasionally you will get an individually
between the lines. Companies in trying to typed letter of reply. If they say yes, you will
be polite may in brief progress report or get a cheque or a Charities Aid Foundation
copies of your annual report or latest Charities Trust voucher. But more often they
publications). will say no.
• If you do not succeed, go back again next
year (unless they say that it is not their
There may be various reasons given or
The Application Letter – Checklist phrases used by a company for refusing
your request. The company may not mean
• Is it only one side of A4? what it says. Funds may still be available for
• Does it state what your link is with those appeals the company wishes to
the company? support; the company may be able to give
• Does it stress the benefits to the support and just not want to; or it may not
company? want to now or in the future. You should try
• Is it clear why you need the money? to read fact be misleading you if you take
• Is it clear what you are asking for? what they say at face value.
• Is it addressed to the correct contact?
• Is it attractive to the company?
• Is it endorsed?
• Applying to companies
excitement and happiness on the face of a child who is told - here is a chance for you to
Think of the educational and cultural value helping them to understand and value others as
- What is the Project?
An outer London Borough with a population of around 27,100 - high-rise flats, terraced
housing. But it is home to the people and families. The people live happily engaging in
professions, activities and interests with a host of skills. Along side this for the young are
some 200+ youth clubs & organisations that make-up the youth service in the Borough.
Trips to a variety of places in and around London, counties and even countries are organised
by different youth organisations - to sight see, bike, camp and so on. We visit these places but
rarely do we have the time, chance or inclination to meet, talk and live in these places for
The hostel currently provides accommodation to enable educational exchange trips to be
complimented in situations where reciprocal visits are not possible because families do not
have the space to accommodate visiting people from other counties and countries. It is
designed and caters for groups of between 12 - 30 people, as distinct from individuals.
Work Involved -- Historically:
Sought assistance from Local Authority Architects to produce conceptual drawing to create
visual concept of what the building would look like once converted.
Negotiated Lease & Building Agreement for 15 years (with option to continue) with the Local
Authority - therefore have the land.
Engaged (at no cost), Architects & Quantity Surveyors to design and cost-out the building
works of existing phase I of the project
Worked with architects and QS to prepare works specifications and tenders. Liaised and work
with final appointed contractors and sub-contractors to complete works.
Worked through processes to expedite Building Regulations approval and Planning
The Phase I initial official opening was so successful that no less then 50 Trusts alone, apart
from another 100+ dignatories attended securing relationships for the future in terms of
support and future funding. Some even offered more help at the time and subsequently
Had a scale model of the building made to exhibit for consultation with youth organisations and
schools in the borough. Also took this model to some presentation meetings with Trusts.
Other promotional and publicity produced to include brochures with list of contacts to arrange
direct exchanges, information on hostelling and graphics/photos. Plus: translated material
languages + in Braille for the blind. Initiated and designed logos to project image of the
Met and subsequently registered with the English/London Tourist Board and British Tourist
Authority who included the project in their handbooks translated for a number of countries to
generate interest and future use. This task has successfully underpinned revenue income.
Feedback from youth groups and schools were initially mixed but enough to qualify the project
being forthcoming. Clearly the building would be used - others uncertainties from some
potential users with in-house commitments - later a significant number of these came on board
and participated. Visits made to each group to coordinate.
Secured arrangements with local City airport for groups and have made many visits using the
airport to discuss future arrangements.
During the VE/VJ commemorations earlier this decade, worked in partnership with the
International Duke of Edinburgh’s Award and hosted a group of people from some 14 countries
around the world and an informal dinner for some 150. Co-ordinated arrangements with the
main activities in Hyde Park and arranged trips for visitors. So successful was this venture
that an invitation from the Duke of Edinburgh and Prince Edward to attend a Garden Party at
Buckingham Palace was received and attended.
Thousands of people, representing youth groups from all over Europe, Asia, Africa,
Scandinavia, US, Canada, Australia and latterly the former Eastern block now visited the
Borough putting them and the Organisation clearly on the map - moreover, think of the children
& young people who benefited as a result from the Borough!
• Feasibility Study [So as to be official recognised and accredited] - Grant-aided by CAF.
Made shopping list of items required within the building to furbish, equip and furnish hostel.
Sent this list to an initial host of some 500 manufacturing companies with information about the
project, a brochure and covering appeal letter.
Prepared and submitted grant-aid applications to the Local Authority, Department of the
Environment and a variety of Trusts researched for initial funding required of £250k.
Applications were successful and total monies needed raised. Building also took on needs for
disabled and separate funding secured to provide for this, e.g. wider doors, disabled toilets &
showers, ramp, easier access to phone etc.
Before the decision of this was known a quarter of the manufacturing companies written to had
positively responded pledging a variety of furnishings and goods for the buildings, including
carpet tiles, bunk beds, office equipment, kitchen equipment etc.
Successfully secured sponsorship from the British Council to personally visit the Borough’s
twin-town in Germany to carry out study and to promote the project. This included producing
a brochure translated in German to distribute. Subsequent to approval, received invitation to
be a civic guest of the town by the Oberburgermeister (Lord Mayor). In the early stages we
spent fruitful week visiting hostels and youth groups in and around town.
Secured a scholarship through the Churchill Foundation to extend study to the US and visited
a variety of hostels operated and again promoted project.
Conceived idea of aesthetically improving the external of the building by introducing figurative
murals on the external walls. Engaged an artist to produce concept ideas based on the history
of the Borough. Later secured monies and paints/materials to bring this to reality and some 7
12ft high murals painted based on different historical elements of the Borough - introducing a
new element in terms of companies/organisations who would otherwise not have become
involved and who were interested - plus excellent publicity! This included dealing with all the
processes for further Planning Permission with the Local Authority.
and e-mail communications. Secondly, they fundraising using the web and e-mail and
cover relationships with third parties who do not specifically address other new media
provide charities with a wide range of online issues and channels such as digital TV,
services. They are designed to be used by mobile telephones and handheld devices.
all members and affiliates of ICF. The advice here is intended to be general
enough to be useful when considering other
A basic awareness and experience of the media. We have made every effort to avoid
Internet is assumed but otherwise the built-in obsolescence wherever possible.
guidelines are designed both for those new
to using the Internet to fundraise and for We would
those with more experience. encourage
Many of the guidelines will be familiar, since has a query, an issue or an addition to
rules covering data protection, trading, these guidelines to contact the ICF. It is our
contracts and other legal requirements intention to ensure this document is
apply as much to online fundraising as to updated at appropriate intervals, to keep
traditional fundraising. Ethical pace with the inevitable changes in online
considerations are included also but for the fundraising practice.
largest part the guidance is of a practical
nature. FUNDRAISING USING YOUR CHARITY'S
The Internet is a vast
field and, whilst not OnLine handling of personal data
every aspect can be
covered here, in their The capture and
entirety the guidelines handling of
may still appear onerous to some personal data
organisations. Not all of what is contained online can be a
here will apply in every case. sensitive area, particularly when it comes to
The guidance can easily be prioritised into the methods used to capture information on
what is law, what is specifically visitors. Transparency is usually the best
recommended by the ICF and what is policy. The Data Protection Act 1998
understood to be best practice. Charities specifically covers the handling of personal
must balance the information offered here data using the Internet.
with their organisation's overall context and
priorities and form their own judgements. Do not use
Nevertheless, we would caution ICF unencrypted
members and affiliates to pay attention to pages for taking
the fact that managing your credit card payments or donations. Do not
charity's Internet presence use unencrypted e-mail to send or receive
and fundraising is also credit card payments or donations and
about managing your actively discourage people from e-mailing
charity's reputation and their credit/debit card numbers to your
risk. Charities have been charity. State clearly on your Web site, e-
known to mischaracterize mail list or other communication how you
their relationship with a dotcom as will use individuals' personal data e.g. to
philanthropic or to fall into unrealistic mail or e-mail supporters with information
contracts but, as with any contract for related to your charity or other
service, charities should consider all their organisations' sites, products or services to
online agreements carefully and enlist the contact supporters in the event of a
advice and expertise of relevant people necessary communication exchange
where they have any doubts or concerns. requested by you or initiated by your
There can simply be no replacement for charity, such as to confirm or check
due diligence in both the short and the long supporters' donation details to use in
run for any charity embracing the web. aggregate form, that is not personally
identifiable, for analysis to help your charity
Finally, these guidelines focus explicitly on improve its services and products. Ensure
that any consent obtained complies with the of propagating chain e-mail letters, virus
Data Protection Act 1998. Explain clearly "warnings", and other inappropriate
how individuals may edit or delete their attachments.
details at any time, or request such
changes. Personal data should either be The more advanced the site, the more
held offline and not on the live Web server chance that all sorts of different
or be held securely behind a firewall or in a copyright works have been used e.g.
non Web-accessible database to prevent photographs, music, film, sound,
unauthorised access. ICF recommends graphic design and animation. Check
that you be as transparent as possible, you have the necessary global
for example in declaring how you intend permission to use any copyright works
to use personal information collected by not created by employees of the charity.
your charity's Web site. Cover how your If your Web site has been designed by
visitors' movements/activities are an agency, get them to warrant that the
tracked (if at all) and whether income is site does not infringe any third party
generated simply by clicking through rights and that you have the necessary
links to commercial participators. licences to use all the software involved
Fundraisers should at no time use or in running the site. Some specialist
encourage unsolicited commercial e-mail software companies will give permission
(spam), where individuals have not given free of charge to charities.
their consent for their details to be released
or used. Fundraisers should understand Check as well that all assets and integral
that currently even the use of legitimate e- components e.g. scripts, used to create
mail lists purchased from third parties can the sites are assigned to you on
cause donor resentment and damage delivery; this should be clearly stated in
public confidence in the sector. the contract. For example, components
could include copy, code, programs,
Acceptable Use Policy images and sound files. However, this
may not be always possible. Some
In using the Internet to fundraise and companies share code across clients,
conduct other activities charities will give and therefore cannot assign the
Internet access to paid staff and volunteers. intellectual property rights to a single
In doing so charities should act to protect client. In these instances, you should
both the organisation and individuals from insist that your charity is given a lifetime
any use or misuse of this access. Charities licence to use the code and develop it
should seek legal advice on establishing 'for non-commercial gain'. It is also
such an Acceptable Use Policy. handy to ask for a detailed style sheet of
the site's design so that you know which
Such a policy could include the following fonts and colours have been used.
You could should not infringe someone
Whether personal use of the Internet is else's intellectual property in other ways
acceptable, and if so at what times. e.g. words used as "metatags" can
Instruction in responsibilities with regard to infringe registered trade marks (so
adhering to copyright and other intellectual ensure that you have permission to use
property legislation. Whether access to them) linking to other sites without
certain Internet resources e.g. pornographic permission could give rise to copyright
Web sites are not permitted from a charity infringement claims. It is good practice
PC/Mac or other access device. Staff to seek such permission. You might
should be expected to monitor and respond also choose to ensure that external sites
to e-mail messages within a set period. linked to on your charity's site should
Compliance with requests to remove e-mail open in a new, separate browser
addresses and other personal data from window, so that you do not alter the
your charity's database. The transmission external site's page layout in any way.
of e-mail that may be deemed harassing,
libellous, defamatory, obscene, threatening, If your Web site includes a chatroom, or
abusive or hateful to recipients. Avoidance noticeboard, guestbook, or archived copies
Most companies will charge between 0% One of the difficulties with the Internet is
and 5% of each donation to maintain the that while you could (and should) make
service: 5% is the commercial rate and 2% sure that your Web site complies with all
is the average charity rate. If you receive a relevant UK law, it currently seems an
free service, you might not be entitled to impossible task to ensure a Web site
much support. complies with the laws of every country
from which it could be accessed. However,
See Appendix 1 for a checklist on selecting some countries (and in particular some US
a secure online credit card handling states) are taking active steps to require
supplier in terms of range of services, Web sites accessible by their nationals to
security, handling of fraud, administration be compliant with their local laws.
and reporting. ICF recommends that you
read the contract with your Internet credit Ways to minimise risk include:-
card payment provider carefully. Check to • make clear that your site is only
see where you are required to indemnify or intended for fundraising in the UK
otherwise protect the company against any
• ensure you can react quickly if a
legal action or injury. Consider your rights
problem arises and you need to
and responsibilities, the company's and the
change the content of your site.
customer's. Do not sign anything with which
you are not entirely happy. If in doubt, ask FUNDRAISING USING A THIRD-
the service provider to give you examples PARTY'S INTERNET PRESENCE
of what particular clauses could apply and Practical
ask if any cases have arisen already.
Charities are receiving
Trading - selling goods or services via offers from third-party
the Internet organisations such as
companies and non-
Current legislation prohibits the sale of profits to provide online
charity society lottery tickets via the fundraising services. These include online
Internet. This is because the lotteries shopping malls, cause related marketing
legislation prohibits sale of society lottery programmes, online events management,
tickets "by machine". If you are selling donation handling services and many other
goods via the Internet (for example, you services.
have included your usual catalogue on the
charity's Web site), then you must make To assess the benefits of proposals from
sure you comply with The Consumer such third-party organisations it is worth
Protection (Contracts Concluded by Means considering the following:-
of Distance Communication) Regulations
2000. These came into force on 31st Avoid signing exclusivity agreements as
October 2000. these can limit your charity's options. Is the
organisation's contract flexible enough to
If you are advertising fundraising events run cover your charity's requirements and
by the charity's trading subsidiary (such as concerns? Will the organisation adapt it to
challenge events) or if you are advertising meet your needs? Would you as an
merchandise sold through the trading individual buy in to the proposed service?
subsidiary, you do not necessarily need a Can you work with the staff at the
separate site for the trading company's organisation? With new start-up companies
activities (though there may be VAT without a track record, this can be one of
benefits to doing this). But the relevant the few key elements on which you can
pages should make clear they are activities judge them. Will the site be accessible to
carried out through the trading company. people with disabilities using the Web? Do
The charity should recover from the trading not deny yourself a large market: for
subsidiary a proportion of the costs involved example, 1.7 million people in the UK have
in setting up and servicing the site. serious uncorrectable sight loss. Is the
organisation aware of the Web site
Global issues amendments required to address this issue,
and will they undertake to address them?
Promote accessibility of all fundraising shared revenue schemes between the
materials to all Internet users irrespective of organisation and your charity? How long
disability. Ensure reasonable backward will it take the money to reach your bank
compatibility of material with regard to account? Does your charity incur any
browser software and type of hardware. costs e.g. for marketing, bank fees, receipts
This is most easily done by providing a text of acknowledgements to donors? Does
only version of the site. RNIB publishes your charity need to consider acquiring
guidelines at www.rnib.org.uk/access. insurance or indemnities with regard to
Alternatively, sites can be checked using a liability? Consider preparing a response to
free service from CAST at offers and enquiries from Internet
www.cast.org/bobby. fundraising companies. Set out your
fundraising plans and minimum
Conduct due diligence requirements from organisations you are
checks to find out if the prepared to work with. For example, do you
organisation and its business are have ethical trading criteria? What
sustainable. How is it funded? What documents do you expect to see from an
commitments does it owe to its financial organisation? This checklist will help you
backers and shareholders? Is its business assess approaches made. A response to
plan realistic? Seek references from the an approach from an online fundraising
organisation's bank and from other organisation could be: Compare the
participating charities and business proposal with your charity's checklist e.g.
partners where possible. What does the exclusivity, financial data, ethical concerns,
organisation ask of participating charities in your fundraising priorities. Educate them
terms of marketing? Is the marketing and request that they submit a proposal
planned by the organisation realistic and specifically for you. Evaluate the proposal
sustainable? Avoid organisations that and decide on the options available. If you
expect charities to conduct all the marketing decide to continue, perform due diligence
activity on their behalf. Can the organisation and sign a contract that reflects your
provide you with statistical reports on the charity's requirements. ICF recommends
number and quality of visitors generated by that you take care not to confuse offers and
its marketing? How will you allow your arrangements with dotcoms or commercial
charity's name and brand to be used by the services providers as philanthropic
organisation in its efforts at audience initiatives. Avoid services where the
acquisition? company cannot offer you some evidence
of its sustainability and audience potential.
Is there a limit on the These things can be more time-consuming
number of charities or and wasteful than they appear at first!
the number per market sector? On some
sites this will increase income for Contracts
participating charities, on others it will limit Contracts can be time-
it. Does the organisation's site take other consuming and difficult to
forms of online payment in addition to credit understand. The Internet arena is no
cards e.g. direct debit payments from bank exception. All the more reason to exercise
accounts? This could expand the number of due diligence and consult with others to
supporters likely to make an online ensure that you are comfortable with what
transaction at the site. Have they taken into you are signing up to and that you are
account tax efficiency issues and are they being treated fairly.
able to offer online tax reclamation of any
donations? What is unique about the ICF recommends that you show any
organisation's offer? Why should your agreement to your charity's compliance
charity work with them and not similar officer, financial director, legal firm or
online fundraising companies? With regard insurance company before signing.
to trading Web sites, does the organisation Consider drawing up your own contract
offer a customer charter covering issues or seek amendments to the standard
such as their delivery commitments and contract offered by the organisation.
their returns and/or refund policy? Is this
acceptable? What is the revenue split in Avoid signing
Non Disclosure Agreements. Consider • How are you compensated if they
offering written confirmation that all are not met?
conversations, whilst active, are • How important is your organisation
commercial and in confidence and will not to the supplier? If your business
be shared. Contracts with online fundraising accounts for less than 0.1% of the
organisations may need to comply with the supplier's turnover, you are unlikely
Charities Act 1992 and its definitions of to receive a premium service so you
"commercial participator" or "professional might do better with a smaller
fundraiser". In these cases, the obligations supplier.
to make statements and have agreements
covering minimum terms will apply. Some relevant legislation
Be clear - Computer Misuse Act 1990
what your - Data Protection Act 1998
charity's Copyright Designs and Patents Act
could be should anything go wrong. A Consumer Protection (Contracts
formal agreement should specify the Concluded by Means of Distance
degree of liability which the Internet-based Communication)
service provider assumes to the donor, the Regulations 2000
charity and third parties for information, Broadcasting Act 1990
transaction handling and losses related to Contempt of Court Act 1981
the Internet-based service provider's Universal Copyright Convention,
administration of a donation. Consider Geneva 1952
financial losses and brand reputation. Berne Convention for the Protection
Include a termination clause in the Service of Literary and Artistic Works, Berne
Level Agreement, such that the contract 1886
can be terminated if customers are not
receiving a sufficiently high quality of Useful resources
service. Immediate termination should
come into place if the partner brings the http://embark.to/fundraisingatgowenco
charity's name into disrepute, and income - Messrs G Owen & Co (e-Mail:
from existing customers should still be firstname.lastname@example.org)
protected even though the active
agreement fails. Contracts should specify www.computeruser.com/resources/dictionar
explicitly data ownership, not only of y/
standard personal data but also of related - High-Tech Dictionary from Computer
data e.g. tracking of individuals' User
preferences and movements throughout a
site via "cookies" and other methods. www.cafonline.org
Contracts regarding licensing or syndicating - Charities Aid Foundation (tel. 01732
content should include delineating 520 000)
responsibility for a charity's content on an
external/third-party site. In certain cases, www.charitycommission.gov.uk
service level agreements should be - Charity Commission for England and
established. These should make clear Wales
issues such as:- (tel. 0870 333 0123)
• Will you have a dedicated account - Data Protection guidance tel. (01625
• If yes, how many other accounts
does he/she manage? www.fundraising.co.uk
• Can you speak directly to the - UK Fundraising (tel. 020 8640 5233)
technical support team?
• What levels of service are www.horwathcw.com
guaranteed? - Horwath Consulting (tel. 020 7583
- Web Site ISP
- RNIB's advice on accessibility in www.hotwired.lycos.com/webmonkey/design
publishing (tel. 0845 766 9999) - Graphics & Web Tutorials
- Scottish Council for Voluntary www.tucows.com/
Organisations - Graphics & Web Tutorials
(tel. 0131 313 2488)
- help in constructing an online policy - Gifbuilder – Web Animation
- possible fundraising frauds/scams tag=st.dl.10215.upd.10215-108-19334
- Graphics & Web assistance
- fundraising www.stud.fh-
www.justgiving.com - Graphics & Web assistance
- Government sponsored fundraising
- fundraising site
- All about Gift Aid
- Donating via the Web Choosing a secure online credit card
- Buying gift vouchers for family/friend The level of service, security and customer
- % goes to charity care offered by online credit/debit card
processors varies dramatically. When
www.inlandrevenue.gov.uk/payrollgiving choosing an online credit card processor, it
- Tax concessions on giving via the would be advisable to ask the following
www.premiumserve.com/donations Range of services
- Donating via the Web 1. Do they process both credit and
debit cards, including Switch cards?
www.charitiesdirect.com It is advisable to go with a supplier
- Donating via the Web that processes both.
2. Can they process donations of any
www.charitasdata.co.uk amount? Or is there a minimum
- Details about charities & donors amount? It's advisable to go with a
company that offers a zero floor limit.
www.angal.co.uk Does the usage charge increase for
- Fundraising collection boxes small payments?
www.funderfinder.org.uk 3. Do they process in multiple
- fundraising database currencies? If you choose to process
only pounds (you are charged for
each additional currency), this does Can a maximum number of failed
not mean that people using foreign attempts to make a donation with
credit cards won't be able to donate, one credit card be set?
it just means that all donations will
be made in pound amounts and the Can a maximum number of
donor will have to do the maths. Do successful donations made with one
they charge extra for processing credit card be set?
Can a maximum number of failed
4. Can they process tax attempts to make a donation from
efficient donations e.g. one IP address, which details the
Gift Aid donations? location of a specific computer, be
Very few online credit set?
systems are designed with charities Is the donor's e-mail address
in mind - it is advisable to ensure validated before the credit card is
that the company you chose can authorised?
meet your special requirements.
5. Do they offer paperless direct debit?
Very few online credit card 1. Credit card fraud is a major problem
processors currently do. This may on the Internet. Fraudsters typically
also have a very high set-up and obtain credit from lists of stolen
running cost. cards published on the Internet, or
by using illicit programmes to
6. Can they process transactions where produce lists of algorithmically
donors have come straight into the allowable card numbers. Fraudsters
donation page from an use charity sites to test stolen credit
affiliated web site (this card numbers, because they don't
can cause security have to go through the lengthy
issues, so needs to be process of purchasing a product.
carefully handled). Once they've used you to authorise
a card, they'll abuse it on other sites.
2. It is currently against the Data
1. Do they process credit card Protection Act in the UK and
payments for gambling or Germany to capture and cross-
pornography web sites? The majority reference someone's postal address
of online fraud occurs in these areas with his or her credit card number on
and charities may choose to avoid the Internet. As a result the billing
online credit card processors that are address of credit cards used online
involved in these industries. are not verified by the online credit
card processing company. Because
2. When credit card payments are this law has made online fraud in the
processed, what kind of security is in UK and Germany easy, the credit
operation? card companies, banks and UK
Is online live authorisation of cards government are currently re-
(involving no storage of details) sent evaluating the law. It may be
over a Secure Sockets Layer- revoked in April 2002. In the mean
encrypted (secure) link? Are all time, if you plan to ship goods to
card details inputted on their site someone who has purchased them
sent through both offline (expiry date via your Web site, you should always
and hot/stolen card server) and on- verify that the address provided is
line (hot/stolen card server, sufficient the billing address associated with
funds, authorisation) to prevent use the credit card.
of stolen or lost cards on their site?
3. When should you be suspicious that
a donation could be fraudulent? credit card numbers to purchase
products or make donations to your
The same credit card number is organisation, can the online credit
being used from different countries. card processor implement what is
known as a deferred payment
The same e-mail address is being system? Deferred payment systems
used in conjunction with different ring fence funds that have been
credit card numbers. donated on the individual's credit
card -- but do not actually debit the
The same postal address is being card for five days. During this time
used in conjunction with different the charity can decide whether it
credit card numbers. thinks the donation is fraudulent or
not. If the charity thinks the donation
Many donations are made in rapid is fraudulent, it can un-ring fence the
succession from the same IP funds. If it thinks it is genuine, it can
address (an IP address details the debit the card. However, fundraisers
location of a specific computer). should be aware that this procedure
could add significantly to the
The donation is very small (£1
donations should be carefully
examined). Although online credit card
processing companies are not liable
A free web-based e-mail address is
for credit card fraud, it would be
used, such as Hotmail. Many are
advisable to ensure that your
legitimate, but when combined with
contract with them states that they
any of the above the donation should
will do everything in their power to
be very carefully examined.
limit fraud and to co-operate with
The e-mail address does not match your bank and international police to
the IP address of the machine the track down fraudsters, once they
donation was made from. have been identified.
4. If credit card fraud occurs, what can 5. If credit card fraud occurs, what
your online credit card processing should you do to stop it?
company do to stop it? Can they:-
Report the stolen card numbers to
Block the fraudster's IP address? your bank.
Remember that the computer could
Reimburse the cards that have
be located in an Internet cafe, or
been fraudulently used.
large organisation such as AOL or
FreeServe, where many computers
Ask your online credit card
can appear to have the same IP
processing company to block the
address. Block the fraudster's e-
fraudsters' e-mail and IP
mail address? Most fraudsters’ use
free, Web based e-mail such as
Hotmail -- some online credit card
Implement a deferred payment
processors will send you a warning
system if the fraud continues
when a donation has been made by
somebody using this kind of e-mail
Implement an intelligent software What kind of online administrative systems
system that develops a profile of are provided?
typical donor behavioural patterns
and warns you if a donor's behaviour Can you edit the layout and content of your
varies from this norm? secure payment pages via the Internet?
Can you use this system to launch one or
If fraudsters continued to use stolen more new appeals in a matter of minutes?
How many appeals can you run donors?
simultaneously? - IP address? Resolved IP address?
Can they be different e.g. one-off - How are the donation reports
donations, prompted levels of giving, direct formatted? It is advisable to ensure
debit/regular gifts? that the online credit card processing
If you are a membership organisation, how company can supply you with reports
many membership ID numbers can they in a format that is compatible with
provide you with? your internal donor database so that
Can you view reports about the number, every record doesn't have to be
quantity, and origin (donor details) of keyed in by hand.
donations online at your convenience?
Can you reimburse credit cards that have
been fraudulently debited via the online Glossary
Can you reimburse credit / debit cards for Encryption: a method of encoding
other reasons, not only due to fraudulent sensitive data, such as donor records and
use? credit card numbers, so that it might be
Can you utilise the deferred payment stored or transmitted safely.
system online to un-ring-fence or claim
Extranet: a private or restricted access
computer network usually operated by an
What kind of security at your charity and at
organisation. Unlike an intranet, an extranet
the payment service provider is used to
is made accessible to other relevant
ensure that only authorised personnel have
organisations or individuals such as
access to the above systems? Passwords?
suppliers as well as to the organisation's
Certificates (digital)? Certain IP addresses
Internet Protocol: a standard method of
naming and identifying a particular
computer connected to the Internet using a
- What kind of confirmation does a
unique series of numbers. The shorthand
donor receive after having made a
"IP" is more common.
Intranet: a private restricted access
- An e-mail sent instantly by the credit
computer network usually operated by an
card processing system?
organisation. Information is stored and
- Can this e-mail be customised or
retrieved in the same method as the
Internet but access is restricted usually to
- Can your charity do this over the
- Is there a charge for this?
IP: see Internet Protocol.
- How long does the change take to
Meta tags: "hidden" information within a
- Can different e-mails be sent to
Web page that describes the content and
other qualities of that Web page. The
information does not appear when the Web
How do they report back to you about
page is viewed, but is used by search
engines to interpret further the text content
of Web pages.
- Is an e-mail sent to you every time a
donation is made?
Offline: not connected to the Internet or
- Is a daily report e-mailed to you
other computer network.
about all the donations that have
been made that day?
Online: connected to the Internet or other
- Is a monthly report e-mailed to you
about all the donations have been
made that month?
Secure server: a server that features
- What information is provided about