Fundraising complaints report 2021/22: Key takeaways

Gather ‘round folks. The Fundraising Regulator has published its annual complaints report.

Covering the period April 1, 2021, to March 31, 2022, there’s a lot to unpack, but we’ve gone through it with a fine tooth comb and extracted the relevant bits, so you don’t have to.

You’re welcome.

The key findings

In 2022, the Regulator received a total of 1080 complaints (19% more than 2021).

Of all the complaints, three concerns were expressed more than any other:

1.     Misleading information

Complaints about misleading information increased by 17% in 2021/2022.

The Regulator defines misleading information as ‘unclear claims about why donations are needed and how they will be spent. Or a failure to present information that allows the donor to make an informed decision’. 

The complaints related to concerns that charity fees or charges were misleadingly described as donations.

The learning: If you want to build trust with supporters, your communications with donors need to be clear and accurate.

The Chartered Institute of Fundraising provides some clarity in its ‘accuracy and clarity in fundraising’ document.

A few pointers:

• Don’t leave information out

• Don’t be inaccurate or ambiguous

• Don’t exaggerate details

• If you make direct or implied claims, make sure there’s evidence to back them up.

2.     Approaching vulnerable people for funds

These complaints relate to in-person fundraising, and focus on fundraising from ‘vulnerable people’.

The Regulator defines a vulnerable person as ‘someone that lacks the capacity to make the decision to donate, or is facing a vulnerable circumstance which means they may not be able to make an informed decision’.

The Regulator defines ‘vulnerable’ as:

• people with physical or mental health conditions, disabilities, or learning difficulties

• people facing a time of stress or anxiety (for example, following the death of a loved one)

• people under the influence of alcohol or drugs

The learning: Fundraisers need to be able to identify vulnerable people and know how to engage appropriately with them.

The Chartered Institute of Fundraising offers some guidance in its ‘Treating Donors Fairly’ document.

3.     Negative fundraiser behaviour  

The third finding relates to concerns about the behaviour of third-party fundraisers (i.e., volunteers/professional fundraisers).

Specifically, the concerns were around fundraisers ‘pressuring people to donate’ and ‘providing incorrect information’.

The learning: If you want to hold on to your donors (and keep your reputation intact), you need to ensure third-party fundraisers are properly vetted, trained, and supported so they can carry out ‘their role in a way that is legal, open, honest and respectful.’

Once again, the Chartered Institute of Fundraising has some handy guidance around this. Check it out here.

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