The New Fundraising Code: What UK Contact Centres Need to Know

You may have heard that a new Fundraising Code of Practice has been published in recent months and perhaps thought that it doesn’t apply to you.

But, if you’re leading a contact centre in the UK that ever handles fundraising, donations, telephone outreach, or supporter engagement work, you may need to revisit your compliance playbook.

Unsure what to do next? We interviewed Matt Radford from the Chartered Institute of Fundraising to help you understand more about the changes and how to stay compliant.

The New Code Reshapes How Organizations Should Behave When Raising Money

The new Fundraising Code of Practice is far more than a routine update. It reshapes how organizations across the UK – including charities and their corporate partners – should behave when raising money, engaging donors, or even just supporting fundraising activities.

For many in the contact centre world, the idea of regulation conjures images of legal complexity and compliance checklists.

But this Code isn’t just about ticking boxes. It’s about protecting your organization, your teams, and the people you contact, with clarity on best practice and the rules you should be following.

And this isn’t just relevant to charities! Many organizations outside the charity sector work with charities, run donation appeals on their behalf, or support fundraising campaigns – and that exposure often triggers regulatory obligations.

For example, if you’re a contact centre that handles fundraising calls on behalf of a charity partner and the campaign fits the regulator’s definition of fundraising, the Code applies to you too!

The Updated Version Is Much Clearer Than Its Predecessor

At its heart, the new Fundraising Code of Practice defines who must follow it and how. If your organization carries out fundraising – whether directly or through agencies – you fall under its remit.

Fundraising regulator definitions matter here: if you meet them, you must comply – or risk regulatory scrutiny.

And this isn’t just about legal obligations, it’s about ethical standards and maintaining public trust. Quite frankly, the self-regulatory code ensures best practice and protection for the whole sector.

The good news is, the updated version is much clearer and more user-friendly than its predecessor. It reframes the rules in a way that should help teams understand what to do – not just remember what to avoid.

“It’s a vastly refined, improved version of the previous code, so it’s clearer, easier to read, and the sections are a lot neater. For contact centre leaders, that matters! After all, you can’t train teams on a Code if you don’t understand it!” – Matt Radford

Next Steps for Staying Compliant

So, what does compliance look like in practice?

Reading the Code

This sounds simple, but it’s often overlooked when teams are busy dealing with day-to-day operations. Leaders should make time for this, help their teams digest key sections, and ensure that everyone involved in fundraising work knows their responsibilities.

Making Sure the Code Is Understood Beyond the Contact Centre Floor

Be mindful of where responsibilities extend beyond the contact centre floor – including support staff, trainers, and managers alike.

“It’s really important for the teams that work with the contact centre to be aware that they might also need to follow the same rules that are in the Fundraising Code of Practice.” – Matt Radford

Taking a Hard Look at Your Policies and Training

Next, take a hard look at your policies and training. A good Code is only as effective as the people who implement it.  

Many contact centres will also need to update internal documentation, review their escalation procedures, and revisit vulnerability awareness training, so that callers and supporters are treated respectfully and lawfully.

At its core, the Code is about doing the right thing in the right way. It sets people up to think proactively about how they engage with donors – not just administratively, but ethically and empathetically.

Don’t Fall Victim to Common Misconceptions

It’s NOT Only About Avoiding Legal Breaches

One of the biggest misconceptions around fundraising compliance is that it’s only about avoiding legal breaches.

In reality, much of the Code is about clarity, consistency and accountability. It helps organizations align how they work with what donors, and the public, expect from ethical fundraising.

The Code DOESN’T Only Matter If You’re a Charity

Another myth is that the Code only matters if you’re a charity. That’s not true. With many contact centres acting as partners to charities or running fundraising campaigns for clients in the corporate world, the boundaries have blurred. If you help raise funds or support fundraising strategies, the Code likely applies to you.

AVOID Thinking “It’s Not My Job”

Importantly, the Code also reminds organizations that fundraising isn’t just a transaction – it’s a relationship. That means being mindful of the people you contact, their preferences and potential vulnerabilities.

It might not sit clearly in every contact centre leader’s job description today, but it’s becoming part of the standard expectations for best practice.

It’s Not Just a Set of Rules, It’s the Framework That Underpins Best Practice

So, if you haven’t yet read the new Fundraising Code of Practice, now is the time. Regulation might seem distant from the contact centre floor, but when fundraising activities are part of your operation, compliance becomes operational and strategic!

After all, it’s not just a set of rules, it’s the framework that underpins fundraising best practice across the sector.

Thanks to: Matt Radford, Professional Conduct Committee Deputy Chair at the Chartered Institute of Fundraising and Chief Executive Officer of Vulnerable Paths

For more information on fundraising and advice on how to do it, read these articles next:

• Easy Ways to Make Your Contact Centre More Charitable
• 10 Ways to Fundraise in Your Contact Centre

Author: Megan Jones
Reviewed by: Xander Freeman