Anthea Iva, Director of Redstone Marketing, asks three fundraisers for their perspectives.
Head of Marketing and Fundraising, Harry Perkins Institute of Medical Research
A few years ago, I was working for a charity that spent considerable time developing community fundraising guidelines that addressed the most common challenges of sharing your brand with a third party. They provided the organisation with peace of mind that their highly visible, iconic brand could not be compromised by being treated like a library book to be hired out to anyone with the right paperwork.
The guidelines were working well. And then we received a call from a journalist. He asked if we knew of a fundraiser selling merchandise in a tourist destination. The man’s name was unfamiliar but it turned out he was a convicted paedophile who had obtained a fundraising authority using his birth name, rather than the alias by which he was commonly known.
Some seriously bad press ensued, prompting the organisation to tighten community fundraising guidelines…