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Richtlinien für Online-Fundraising

Online-Fundraising ist vielfach im Gespräch, es werden bis jetzt aber nur geringe Prozentsätze der Spenden so beschafft.

Viel realer sind die unerwünschten Nachrichten, die die elektronischen Postkästen füllen. Sie kosten Zeit, verunsichern und verärgern Empfänger und sind Gegenstand von Rechtsstreiten.

Die Mitglieder der amerikanischen Association of Fundraising Professionals (AFP, früher NSFRE) haben anlässlich ihrer Konferenz in San Diego über ethische Richtlinien für Online-Fundraising nachgedacht. Damaliger Diskussionsstand:

  • To be clearly and immediately informed of the organization's name, identity, nonprofit or for-profit status, its mission, and purpose when first accessing the organization's web site.
  • To have easy and clear access to alternative a contact information other than through the website or email.
  • To be assured that all third party logos, trademarks, trustmarks and other identifying, sponsoring, and/or endorsing symbols displayed on the website are accurate, justified, up-to-date and clearly explained.
  • To be informed of whether or not a contribution entitles the donor to a tax deduction, and of all limits on such deduction based on applicable laws.
  • To be assured that all online transactions and contributions occur through a safe, private, and secure system which protects the donor's personal information.
  • To be clearly informed if a contribution goes directly to the intended charity, or is held by or transferred through a third party.
  • To have easy and clear access to an organization's privacy policy posted on its website and be clearly and unambiguously informed about what information an organization is gathering about the donor and how that information will be used.
  • To be clearly informed of opportunities to "opt-out" of data lists that are sold, shared, rented or transferred to other organizations.
  • To not receive unsolicited communications or solicitations unless the donor has "opted-in" to receive such materials."

Quelle: Newsletter Online-Fundraising 04/01