According to the website thirdsector.co.uk, the membership body for fundraising in the UK decided to take action after it had received complaints from members about charities that use "over-emotional language" and "guild-inducing gifts", such as coins. Another complaint was that the charities do not say clearly how donation will be spent

The Institute of Fundraising has invited the 22 charities to comply with the institute's voluntary code of practice and has indicated that it will refer those charities that fail to respond to the Fundraising Standards Board.

Self-regulation

Because the 22 charities are not members of the Institute of Fundraising and Fundraising Standards Board they have no obligation to comply with the institute's request. And because both organisations are self-regulatory bodies the charities accused of poor direct mail practices will not be named. The chief executive of the Fundraising Standards Board, Alistair McLean, has already confirmed that its constitution prevents it from naming organisations that are not members, and that it will only privately ask the charities to "mend their ways".

The chief executive of the Institute of Fundraising, Lindsey Boswell is nevertheless hopeful that its appeal will be successful. She told thirdsector.co.uk: "We are putting clear separation between those who want to follow best practice and those who, quite frankly, are interested in turning in a quick buck.

"Most charities are committed to following best practice. These 22 examples were forwarded to us by members who feel they damage both the individual charities and the name of fundraising."

In the financial year 2008/09 the FSB received over 26,000 complaints about charities, three quarters of which were about junk mail.