S1 - Preamble
S2 - Partnerships
S3 - Governance
S4 - Organizational Integrity
S5 - Finances
S6 - Fundrainsing & Communications to the Public
S7 - Management Practices & Human Ressources
S8 - Acheiving Compliance
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Summary
Fundrainsing & Communications to the Public
S6.7
Raison d'être
Indicators of Compliance
Ethical Questions to ask
Examples of good ethical practice
Examples of poor practice
  1. The Organization shall consider the cumulative impact on the public’s perception arising from its own communication messages (through images and text) and those of others. The Organization shall ensure that its messages do not undermine the goal of building support for long-term sustainable development.

Why
Why

This Standard addresses concerns about the content of communication messages in general. CCIC’s Development Principles affirm the importance both of satisfying basic human needs (4.1) and of addressing the root causes of global inequality and not merely its symptoms (4.3). Communications that mask the root causes of poverty, by focusing entirely on the consequences of poverty or on the plight of those affected, do not serve these principles. 

 

Quite often, many organizations are raising funds for the same or similar objectives. Potential donors may be confused, or even cynical, if they receive varying messages from different organizations. Negative publicity about one Organization can affect the entire sector. Organizations should consider their messages in the context of those being provided by others, and ensure that all fundraising messages reflect the Principles of the Code of Ethics and conform to the Operational Standards.

 

In many disaster situations, images and stories can be used both to raise important funds for humanitarian relief and to inform people about the causes of the disaster. These are the most prominent images that the average person sees about development, and therefore have a large impact on what message the sector is sending about development practice.

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Indicators of Compliance
Indicators of Compliance
  • The Organization has carried out an analysis of all the images and texts used in its communications. This analysis has confirmed that the overall message about development is consistent, truthful and in keeping with the CCIC Code of Ethics
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Ethical Questions to ask
Ethical Questions to ask
  • How would the sector be affected if every Organization used communication messages similar to ours?
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Examples of good ethical practice
Examples of good ethical practice
  • Developing communications that educate the public about injustices, inequalities and other abuses of human rights.
  • Ensuring that communications also portray the capacity of partners to implement local solutions.
  • Promoting, in communications regarding a disaster, both an immediate humanitarian response and a long-term response that addresses the root causes of the disaster. Communications should capitalize on the opportunity to educate people regarding the relationship between relief, rehabilitation, development and, in many cases, work for reconciliation. 
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Examples of poor practice
Examples of poor practice
  • Earmarking donations to disaster response in such a way as to reduce the Organization’s capacity to support long-term development work. (Supporters should be encouraged to give over and above their regular contributions when responding to disaster appeals.)
  • Claiming that your Organization makes better use of donor funds than all other Organizations.