Mary Roberts, Stakeholder & Policy Manager for Wales at the Fundraising Regulator, provides an update for voluntary organisations on recent developments including AI guidance and support for new fundraisers.
The new Code of Fundraising Practice (‘the code’) was published at the end of last year following a two-year consultation process. Charities in Wales had told us they wanted a code that was clearer, easier to navigate and adaptable to modern fundraising. We listened to this feedback and introduced a more streamlined code that is 45% shorter than the previous version, with improved signposting to legal and sector guidance.
In the six months since the new code was launched, we have worked hard to produce practical guidance aimed at helping fundraisers apply the new framework. From developing an introductory guide to the code, to providing support on using artificial intelligence (AI) in fundraising campaigns, we’ve produced a comprehensive suite of guidance which organisations, individual fundraisers, and trustees will find useful.
INTRODUCTION TO THE CODE OF FUNDRAISING PRACTICE
The Introduction to the Code of Fundraising Practice guide has been designed to help fundraisers and those who govern charitable organisations understand how to meet the requirements of the code. Think of it as a starting point for navigating the code and understanding how it applies to a specific area of fundraising.
It will be especially useful for organisations who are new to fundraising or have recently registered with the Fundraising Regulator. It should be used alongside other sources of guidance and good practice and is available in both English and Welsh.
AI GUIDANCE
We know that organisations are increasingly using artificial intelligence in their day to day activities, so we’ve developed guidance to help them comply with the code when using AI for fundraising purposes.
It’s important to remember that charitable institutions and those who govern them are responsible and accountable for the use of AI for fundraising purposes, including if used by fundraising partners. Organisations should follow this guidance if they are exploring, preparing for and using AI to carry out charitable fundraising.
UPDATED GUIDANCE ON ‘SOFT OPT-IN’
The Information Commissioner’s Office (ICO) has now published their updated guidance on direct electronic marketing (emails and texts) to help ensure charities comply with the new law on ‘charitable purposes soft opt-in’.
‘Soft opt-in’ represents an opportunity to strengthen relationships with supporters who have previously expressed interest in, or offered to provide support for, a charity. Charities must avoid using the new provision in ways that could damage public trust and confidence in charitable fundraising, so we urge all fundraising organisations to read the ICO’s new guidance to ensure their fundraising is both legal and respectful.
FUNDRAISING MARKETING GUIDE & UPDATED GUIDE ON DATA PRIVACY
We will shortly be publishing a guide on fundraising marketing, which will include information about how ‘soft opt-in’ can work in practice. The guide will include practical advice to help charities comply with the code and the law in this area.
In the meantime, fundraisers can start using our updated guide on data privacy. The guide includes practical tips for charitable fundraising organisations to meet the code and the law when processing personal data. Read our blog to find out more about this and our forthcoming fundraising marketing guide.
FIND OUT MORE
Sign up to our newsletter for updates on when we will be publishing our new guide on fundraising marketing and check out our wider suite of regulatory guidance and code support guides to help you comply with the code. We’ll also have a stall at gofod3 (17 June 2026 at Cardiff City Stadium), so come and see us there!