FUNDRAISING STANDARDS BOARD STAGE 3 ADJUDICATION REPORT
Case Number: W20140611 – FS00333
Respondent: Royal Society for the Protection of Birds (RSPB)
Area of Complaint: The complainant alleges that the RSPB’s online fundraising page “Help us to keep Abernethy special” contains several “false, misleading and exaggerated claims” about the condition of the forest.
Potential Breach(s): Potential breach of Section 5.2 (General Principles) of the Institute of Fundraising Code of Fundraising Practice (IOF Code) which states that “Fundraising communications OUGHT NOT to mislead, or be clearly likely to mislead, by inaccuracy, ambiguity, exaggeration, omission or otherwise.”
Date of Adjudication: 11 June 2014
Complaint Overview: The complainant initially raised their concerns directly with the RSPB having read an article written in Sunday Herald about the intentions of the RSPB to plant large numbers of trees in, around and near the Old Caledonian Forest on its property in Abernethy.
After several detailed email exchanges with the charity’s Regional Director for Northern Scotland, the complainant remained dissatisfied.
Key Questions for the FRSB Board: Does the FRSB Board believe that the content of the “Help us to keep Abernethy special” contains misleading statements about the condition of the forest and, as such, breach Section 5.2 of the IOF Code?
1. COMPLAINT SUMMARY
1.1 On the 30th of August 2013, the complainant sent an email to the RSPB outlining their concerns and highlighting specific passages from the online fundraising page which they felt were misleading, exaggerated and false.
1.2 The complainant felt that the online fundraising page was falsely claiming that the RSPB was carrying out conservation work when they were in fact carrying out “large scale landscape gardening”.
2. RSPB RESPONSES
2.1 On the 12th of September 2013, the RSPB provided a response confirming that it had consulted the IOF Code and had concluded that none of the statements included on the online fundraising page were in breach of the Code. In that response, the RSPB also confirmed that the charity’s plans at Abernethy were subject to a full Environmental Impact Assessment (EIA), a public consultation and scrutiny by statutory conservation authorities.
2.2 The complainant responded to confirm that they had received the RSPB’s email and would consider the contents. The complainant then sent a message to the RSPB via Twitter which had several pictures of pine regeneration in Abernethy. On the 30th of September, the charity’s Regional Director for North Scotland responded with clarification that the regeneration captured in the images had been due to the impact of the RSPB’s work.
2.3 On the 9th of October 2013, the complainant responded to confirm that they felt the images demonstrated that natural regeneration was taking place and that further involvement from the RSPB would not be necessary.
2.4 The RSPB responded on the 11th October 2013 to confirm that the Scottish Government had supported the charity’s work in the area and inviting the complainant to read through the EIA document which summarises the RSPB’s project plans.
2.5 Following several further email exchanges during which disparaging tweets about the RSPB allegedly posted by the complainant were debated, the EIA was sent out to the complainant on the 1st of November 2013. This was immediately followed up with a final email from the RSPB to the complainant confirming that it was sticking by its original assertion that the content of the Abernethy online fundraising page was not in breach of the IOF Code.
3. FRSB EXECUTIVE STAGE 2 ASSESSMENT
3.1 The complainant emailed the Fundraising Standards Board (FRSB) on the 4th of November 2013 asking for its formal intervention. The FRSB’s Compliance Manager subsequently contacted the RSPB and asked them to;
(i) Provide copies of all correspondence that had passed between the charity and complainant to date.
(ii) Provide a detailed summary of why it had used the wording and terminology it had done in its online fundraising page to raise money for the Abernethy project.
(iii) Provide the “Environmental Statement for forest expansion proposals” in connection with the Abernethy project.
This information was provided by letter on the 14th of November 2013.
3.2 The Compliance Manager considered the complaint along with the background material provided by the RSPB within the context of Section 5.2 (General Principles) of the Institute of Fundraising Code of Fundraising Practice (IOF Code) which states that “Fundraising communications OUGHT NOT to mislead, or be clearly likely to mislead, by inaccuracy, ambiguity, exaggeration, omission or otherwise.”
3.3 In summary, the FRSB secretariat concluded the RSPB’s online fundraising page for the Abernethy project had not breached Section 5.2 of the IOF Code.
4. STAGE 2 RESOLUTION(S) ATTEMPTED
4.1 The FRSB approached the RSPB to gain a better understanding of the Abernethy project and to ascertain how the complaint had been dealt with to date. The RSPB provided a copy of all correspondence relating to the case as well as a detailed paper outlining the reasons why it had used certain phrases and wording on the online fundraising page.
4.2 The FRSB secretariat concluded that the RSPB had been able to demonstrate that the language it had used was justified and provided an accurate picture of the condition of Abernethy Forest. On the 10th of January 2014, the FRSB responded to the complainant with a detailed outline of the investigation that had taken place and confirming that it was felt at Stage 2 that no breach of the IOF code had taken place.
4.3 Whilst the secretariat concluded that a breach of the IOF Code had not taken place, it was felt that the RSPB could have been more conciliatory and detailed in some of its responses which would have gone some way in reassuring the complainant that their concerns had been taken seriously. This view was shared with both the RSPB and the complainant.
4.4 On the 14th of February 2014, the complainant responded with a 10 page rebuttal which was forwarded to the RSPB on the 17th of March 2014.
4.5 The RSPB responded on the 21st of March 2014 confirming its original position and that it felt further dialogue would not be of benefit. This was taken into consideration along with the conclusions that had already been reached at Stage 2 and the FRSB secretariat concluded that it would not be possible to reach a resolution at this stage. The complainant was therefore reminded of the three stage process and made a formal request for a Stage 3 adjudication on the 8th of April 2014.