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《中国公益慈善筹款伦理行为准则(2019年修订版)征求意见稿》发布日期:2020-12-16

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《中国公益慈善筹款伦理行为准则(2019年修订版)征求意见稿》


1.前言

公益慈善筹款的目的是让世界更美好。我们的筹款方式或许会因为各地发展阶段与文化差异有所不同,但我们都需要以高标准来要求自身,并且遵守当地法律、法规、规章制度和政策,以符合筹款行为准则的方式开展工作。


在当下的中国,公益慈善组织的筹款工作正在从粗放走向规范,筹款工作也不再限定于公益慈善组织的全职人员。实际上,公益慈善组织、互联网公开募捐信息发布平台、筹款公司、筹款志愿者等,都开始逐渐演变为事实上的筹款工作开展的主体之一,深度地参与到与捐赠方或受益方互动活动的过程中。


但这个过程也并非一帆风顺,参与到实际筹款工作的多个主体,面临的筹款场景和服务对象可能有相同之处,但却各自处在不同的法律框架和政策体系内接受管理。同时,复杂的社会现实、不断革新的技术与瞬息万变的舆情也给国内筹款工作在整体层面上带来了新的挑战。


在此,我们希望基于“开放、共创、参与”原则,通过开展行业研讨、定向与公开意见征集、实验等方式制定与撰写《中国公益慈善筹款伦理行为实操指引手册》,推动公益慈善行业对筹款伦理的行为准则达成共识并付诸行动。


2018年12月,《中国公益慈善筹款伦理行为准则(征求意见稿)》正式发布,该准则基于2006年与2018年发布的新旧两个版本的《国际筹款伦理准则》,结合中国公益慈善相关政策法规与国情拟就。同时,项目团队配合准则编撰了《中国公益慈善筹款伦理实操指引手册》,围绕每一条准则条款,展开分析说明、场景示例与实操动作指引。


筹款伦理手册正式发布后,2019年项目组对手册进行了一年的试点与调整修订,结合实际的调研情况和一线筹款实践团队的反馈,对27条具体条款在实际中运用哪些是最低实践标准和哪些是最高实践标准进行标注和说明,形成了2019年修订版的《中国公益慈善筹款伦理行为准则》(以下简称准则)与配套的《中国公益慈善筹款伦理行为实操指引手册》(以下简称手册)。


《准则》与《手册》,都旨在为筹款方提供一个共享的专业标准与行为框架,以推动公益慈善行业有系统地围绕筹款行为开展探讨,进而达成对于筹款伦理行为底线与最佳实践标准的共识,从而能够在维护受益方尊严与权利的前提下,为捐赠方与相关支持者带来最佳捐赠体验,助力公众理解公益慈善组织在社会生活中的角色与价值,同时也提升公益慈善行业公信力、增强社会公众对公益慈善事业的信心,更好地践行我们的使命。


我们欢迎公益慈善筹款相关组织、平台、专家、志愿者或受益方参与讨论、修订条款。同时也欢迎各界人士共同思考、探讨国内公益筹款现状问题,探索适合中国国情的可持续发展方向。


2.术语和定义

捐赠方:自愿无偿地以向公益慈善组织捐赠财物等方式,参与公益慈善活动的自然人、法人或其他方。


筹款方:开展筹款服务与管理工作的筹款方,在本文中包含法人与自然人概念,主要分为四类:公益慈善组织及其内部负有筹款职责的组织或项目负责人、筹款团队的全职工作人员、筹款志愿者,以及为公益慈善筹款提供服务支持的筹款公司、咨询公司和互联网筹款平台及其从业人员等。


受益方:接受公益慈善组织或项目支持及服务的自然人、法人或其他方。


筹款成本:为了开展筹款工作所需合理支出的费用,以及筹款项目或筹款活动在开展过程中产生的行政和管理费用。


3.价值观

作为筹款方应遵守的六大重要价值观:


合规:自觉遵守法律法规以及行业规定和标准,并把符合当前政策和行业规范作为内在的重要价值。  


诚实:在任何时候都应当诚实和值得被信任,不误导捐赠方和支持者,以保障公益慈善行业公信力。


尊重:在任何时候都应当在合法合规前提下,竭尽所能尊重受益方和捐赠方的选择和意愿。


正直:在任何时候都应当正直行事,以达成公益慈善捐赠使用效果最大化为己任。


透明:在任何时候都应当对为之筹款的公益慈善事业、捐赠如何管理与使用、成本开支和影响力,做到透明、清晰和准确的披露。


负责:应当重视并鼓励筹款实践的多样化、尊重筹款方的多元性,并在任何时候都应当采取负责任的行动,将促进行业专业化发展、营造健康、可持续的行业生态作为共识。


4.行为准则

本准则是一份衡量专业筹款行为的基准。在尊重捐赠方和对筹款工作负责的前提下,为了使我们的筹款工作达到更高标准、使我们的公益慈善事业获得更大的筹款成效,本准则提供了一个共同遵守的工作行为准则框架。


(1)遵守相关法律和法规的责任


1)筹款方必须遵守筹款活动开展所在国家法律中关于组织形式、业务活动和筹款活动的规定。


2)筹款方必须遵守筹款活动开展所在地区关于筹款实践的具体法规、标准及操作办法。


3)筹款方在开展筹款工作过程中,不得违背当地的公序良俗。


(2)对捐赠方的责任


1)无论通过何种媒介或方式,筹款方为募集资金开展任何形式的传播交流活动时,都必须使用准确、合规、真实的信息,并且准确地传递给捐赠方。


2)无论捐赠方/潜在捐赠方捐赠与否,筹款方都必须尊重他们的自由选择,并不得以任何形式对其进行骚扰、恐吓或胁迫。


3)当捐赠方表示希望将捐赠用于特定的服务或项目时,筹款方应当遵循符合法规与提高慈善财产使用效益的原则,尊重捐赠方的公益慈善意愿。当捐赠无法按照捐赠方的公益慈善意愿使用时,筹款方必须与组织和个人就捐赠用途做进一步探讨,并达成一致。


4)当捐赠方的非公益慈善诉求与受益方或行业利益相冲突时,筹款方应当以公益慈善目的为最高原则,妥善回应捐赠方的不恰当诉求。


5)筹款方必须主动公开捐赠的用途,提供有关捐赠使用情况及其影响力方面的清晰的信息。当捐赠方希望了解其捐赠用途时,筹款方应当及时予以合理回应。


6)筹款方必须尊重捐赠方的权利,在维护受益方尊严的前提下,应当遵循捐赠方关于传播和捐赠方个人隐私的要求和偏好,将其恰当运用于筹款的实施过程。


7)筹款方必须确保捐赠方或潜在捐赠方的信息只用于筹款方所服务的公益慈善组织或由该组织授权的行为活动中,不得透露给其它方或挪为他用。当捐赠方要求不要将自己列入筹款对象名单时,筹款方应当立即予以满足。


(3)对受益方的责任


1)筹款方必须时刻尊重他们的受益方,在筹款传播或相关材料的信息使用中,尊重和保护受益方的个人隐私,维护受益方的尊严。


2)筹款方有告知受益方相关权利与义务的责任,不得出现隐瞒真实项目信息等欺骗受益方或损害受益方权利与利益的行为。


3)制定激励受益方参与筹款的规则时,应当以受益方的真实需求为优先,不以受益方筹款能力为优先。


(4)对公益慈善行业的责任


1)根据国家相关的法律法规,筹款方必须向利益相关方、受益方、捐赠方和公众公开组织的财务信息及活动相关的准确信息。同时,筹款方必须主动提供真实的善款资金使用情况的信息,不得夸大或过分保守。


2)筹款方必须以透明和准确的方式呈现公益慈善活动的业务活动成本以及筹款费用,不得在其传播与筹款材料中表达出公益慈善活动不需要成本的误导信息。


3)筹款方之间不得有不正当的竞争,不得给公益慈善行业及所服务的领域造成负面影响。


4)筹款方应当遵守知识产权的相关法律和规定,未经授权不得使用其他方的筹款信息。


5)筹款方必须遵守数据保护的相关法律和规定,采取有效措施防止信息泄露、毁损、丢失。在发生或者可能发生信息泄露、毁损、丢失的情况时,必须立即采取补救措施。


(5)对组织内部的责任


1)筹款工作应当符合组织的价值观和使命,同时,筹款方应当与所服务组织的管理团队将实现公益慈善事业总目标作为努力方向。对于不符合组织价值观和使命或可能损害组织的名誉和社会影响的捐赠,筹款方不得接受。


2)当捐赠方进行非现金捐赠时,筹款方必须按照相关规定以公允价值合理入账而不是虚增其捐赠价值;如公允价值无法确定,则需另外登记造册。


3)当捐赠资金来源存疑时,筹款方应当采取恰当措施确保捐赠方进行捐赠财产与捐赠行为的公益性,以确保捐赠方的行为和诉求是恰当的,必要时可要求其提供相应证明。


4)筹款方可以获得基于自己的职务/服务的合法应得报酬/收入,不得基于筹款额的比例作为报酬/收入标准,不得利用自身职务或服务机会获取未经许可或不合理的回报。


5)筹款方应当在组织内部建立筹款伦理监督机制和筹款行为相关的利益申报与处理制度,并建立将筹款伦理纳入重大事项决策的机制。


6)筹款方不得利用工作之便主动索取酬谢;如出现收到酬谢或礼品等情况,筹款方必须主动向所服务组织或相关方进行申报,符合组织内部的规定并且获得了必要的确认时才能进行处置。


(6)对合作伙伴的责任


1)合作筹款方的应得收入,包括固定薪资和绩效等,都应当事先约定并达成书面约定,以确保其收入适当合理,且不得基于筹款额的比例作为发放标准。


2)当筹款方与供应商、合作伙伴或其他第三方组织合作时,应当采取一切合理的方式确保外部合作方能遵守并按照与自己相同的筹款行为准则开展工作,且不得从中获取不合理的报酬。


3)当公益慈善组织委托第三方组织或者聘请专业筹款方人员开展筹款工作时,应当为其提供合理的系统性支持,以便筹款工作的顺利开展。


点击下载完整版《中国公益慈善筹款伦理行为实操指引手册(2019年修订版)》


【EN】

CHINESE STATEMENT OF ETHICAL PRINCIPLES IN FUNDRAISING
中国公益慈善筹款伦理行为准则


 1. Foreword

 The purpose of fundraising is to make the world a better place. Our fundraising methods may be different due to development stages and cultural differences, but we all need to adhere to high standards, and comply with local laws, rules and regulations, and policies in a manner consistent with the fundraising code of conduct.


 In China today, the fundraising work of nonprofits is moving from extensive to standardized, and fundraising work is no longer limited to full-time staff of nonprofits. In fact, nonprofits, online fundraising information platforms, fundraising companies, fundraising volunteers, etc. have gradually evolved into fundraising efforts, deeply participating with donors or beneficiaries through interactive activities.


 However, this process is not smooth. Many entities involved in the actual fundraising work may face similar fundraising scenarios and groups to serve, but they are regulated in different legal frameworks and policy systems. At the same time, complex social realities, constantly innovating technologies, and rapidly changing public opinion have also brought new challenges to domestic fundraising efforts overall.


 Therefore, we hope that based on the principles of “openness, co-creation, and participation,” we will develop and draft the “Guidelines for Ethical Behavior of Fundraising in China” by conducting industry discussions, collecting targeted and public comments, as well as experimenting. Eventually, we need to promote guidelines to reach a consensus on the code of conduct for fundraising ethics and actions.


 In December 2018, the “Chinese Statement of Ethical Principles in Fundraising (Consultation Draft)” was officially released. This was based on the old and new versions of the “International Statement of Ethical Principles in Fundraising” released in 2006 and 2018. Relevant policies and regulations and national conditions have been formulated into the statement. Meanwhile, the project team compiled the “Guidebook for Ethical Practice of Fundraising in China” carried out analysis and explanation, scenario examples and practical operation guidelines based on each of the guidelines.


 After the “Guidebook” was officially released, the project team conducted a year of trials and adjustments to the in 2019. Based on the actual research findings and feedback from the front-line fundraising practitioners, taking into account the 27 specific provisions and marked as either lowest or highest standards in practice, the project team formed a revised version of the “Chinese Statement of Ethical Principles in Fundraising” (hereinafter referred to as the “statement”) and the supporting” Guidebook for Ethical Practice of Fundraising in China” (Hereinafter referred to as the Guidebook).


 Both the “Statement” and the “Guidebook” aim to provide fundraisers with a shared professional standard and behavior framework to promote the systematic discussion of fundraising behaviors in the nonprofit sector, thereby reaching the bottom line and the best Consensus on best practice standards, which can provide the best donation experience for donors and relevant supporters on the premise of maintaining the dignity and rights of beneficiaries, and help the public understand the role and value of nonprofits in the society.  These two documents are expected to help enhance the credibility of the nonprofit sector, strengthen the public's confidence in giving, and better fulfill our mission.


 We welcome organizations, platforms, experts, volunteers or beneficiaries related to fundraising to participate in discussions and amend the terms. At the same time, people from all backgrounds are also welcome to brainstorm and discuss the status quo of domestic fundraising, and explore a sustainable development path suitable for China.


 2. Terms & Definitions

 Donor: Individuals, corporate entities, organizations or other party who participates in charity activities by voluntarily and freely donating property to charitable organizations.


 Fundraiser: Fundraisers are legal persons and individuals who carry out fundraising services and management work. They are mainly divided into four categories: charitable organizations and their project leaders with fundraising responsibilities. Fundraising staff, fundraising volunteers, and fundraising companies which support fundraising with consulting services, online fundraising platforms, and manpower.


 Beneficiary: Individuals, organizations, or other party that receives support and services from a charitable organization or project.


 Fundraising costs: Expenses that are reasonably incurred in order to carry out fundraising work, as well as administrative and management expenses incurred in the process of fundraising projects or fundraising activities.


 3. Values

 Six important values need to be followed by fundraisers:


Compliance: Consciously abide by laws and regulations as well as industry regulations and standards, and take compliance with current policies and industry norms as an intrinsically important value.


 Honesty: At all times, the fundraiser should be honest and worthy of trust, and not mislead donors and supporters, therefore protect the credibility of the nonprofit sector.


 Respect: At all times, every effort should be made to respect the choices and wishes of beneficiaries and donors under the premise of legal compliance.


 Integrity: Act with integrity at all times, with the responsibility to maximize the use of donations.


 Transparency: At all times, fundraisers should make transparent, clear and accurate disclosures on use and management, as well as costs and impact of the donations.


 Responsibility: The diversity of fundraising practices and fundraisers should be valued and encouraged. Responsible actions should be taken at all times to reach a consensus to promote the professional development of the industry and build a healthy and sustainable ecosystem.


 4. Code of conduct
This Code of conduct is a benchmark for professional fundraising. Under the premise of respecting donors and being responsible for fundraising, with an aim to reach a higher standard for fundraising work and to reach higher effect of fundraising, this code provides guidelines for common behavior.


 1) Responsibility for compliance with relevant laws and regulations


 a) The fundraiser must abide by the regulations of the country where the fundraising activities are carried out regarding the organization form, business activities, and fundraising activities.
b) The fundraiser must comply with the specific regulations, standards, and operating methods of the fundraising practice in the region where the fundraising activities are carried out.
c) The fundraiser must not violate the local public order and customs in the process of fundraising.


 2) Liabilities to donors


 a) Regardless of the medium or method, fundraisers must use accurate, legal and truthful information to carry out any form of communication activities to raise funds, and pass the information accurately to the donor.
b) Whether donors / potential donors donate or not, fundraisers must respect their free choices and not harass, intimidate, or coerce them in any way.
c) When the donor indicates the wish of donation use, whether for a specific service or project, the fundraiser should follow the principles of complying with regulations and improving the efficiency of the use of donation, and respect the donor’s wishes. When the donation cannot be used in accordance with the donor’s wish, the fundraiser must further discuss with the organization and individuals on the use of the donation and reach an agreement.
d) When the non-charitable appeal of the donor conflicts with the interests of the beneficiary or the nonprofit sector, the fundraiser should take the public good as the highest principle and properly respond to the donor’s inappropriate appeal.
e) Fundraisers must proactively disclose the purpose of the donation and provide clear information about the use of the donation and its impact. When the donor wants to know the use of the donation, the fundraiser should promptly and reasonably respond.
f) The fundraiser must respect the rights of the donor. On the premise of maintaining the dignity of the beneficiary, as well as following the requirements and preferences of the donor on the dissemination and personal privacy, the fundraiser should apply all appropriately to the fundraising process.
g) The fundraiser must ensure that the information of the donor or potential donor is used only for charitable organization or other activities authorized by the fundraiser, and shall not be disclosed to other parties or used for other purposes. When a donor asks not to include itself in the list of fundraising targets, the fundraiser should immediately comply.


3) Liability to beneficiaries


 a) Fundraisers must always respect their beneficiaries, and respect and protect the personal privacy of the beneficiaries and safeguard the dignity of the beneficiaries in the use of information for fundraising dissemination or related materials.
b) Fundraisers are responsible for informing the beneficiaries of relevant rights and obligations, and must not deceive the beneficiaries or damage the rights and interests of the beneficiaries, such as concealing real project information.
c) When formulating rules to encourage beneficiaries to participate in fundraising, the real needs of the beneficiaries should be given priority, not the beneficiaries’ ability to raise funds.


 4) Responsibility for the nonprofit sector


 a) According to relevant national laws and regulations, fundraisers must disclose the organization’s financial information and accurate activity information to stakeholders, beneficiaries, donors, and the public. At the same time, fundraisers must proactively provide information on the actual use of donation, and must not exaggerate or be overly conservative.
b) The fundraiser must present the business activities cost and fundraising expenses of the charity activities in a transparent and accurate manner, and must not express misleading information in its dissemination and fundraising documents implying or stating that the charity activities do not have administrative costs.
c) There must be no unfair competition among fundraisers, and it must not have a negative impact on the nonprofit sector and the areas it serves.
d) The fundraiser should abide by the relevant laws and regulations of intellectual property rights, and must not use the fundraising information of other parties without authorization.
e) The fundraiser must comply with relevant laws and regulations on data protection and take effective measures to prevent information leakage, damage, and loss. When information leakage, damage, or loss occurs or may occur, remedial measures must be taken immediately.


5) Responsibility to the organization


a) Fundraising should be consistent with the organization’s values and mission. At the same time, fundraisers and the management team of the organization they serve should aim for the achievement of the final goal of public good. Fundraisers must not accept donations that are inconsistent with the values and mission of the organization or that may damage the organization’s reputation and social impact.
b) When the donor makes a non-cash donation, the fundraiser must, in compliance with relevant regulations, account for the fair value reasonably instead of falsely increasing its donation value; if the fair value cannot be determined, the donation must be registered separately.
c) When the source of the donation is in doubt, the fundraiser shall take appropriate measures to ensure that the donation and the behavior of the donation is charitable, so as to ensure that the actions and demands of the donor are appropriate;  and may require the donor to provide proof if necessary.
d) The fundraiser’s legal income is based on his or her position and service provided, shall not be based on the proportion of the fundraising amount. The fundraiser shall not use his or her position or service opportunity to obtain unauthorized or unreasonable income.
e) The fundraiser should establish a fundraising ethics supervision mechanism, as well as fundraising behavior related interest declaration and processing system, and establish a mechanism for incorporating fundraising ethics into decisions on major issues within the organization.
f) The fundraiser must not use the convenience of work to ask for rewards. In the case of receiving rewards or gifts, the fundraiser must take the initiative to declare these rewards to the served organization or related parties; only when the internal regulations of the organization are met and necessary confirmation is obtained can the rewards and gifts be approved.


 6) Responsibility to partners


 a) The due income of the partner fundraisers, including fixed salary and performance-based income. These incomes shall be agreed in advance in writing to ensure it is appropriate and reasonable. The payment standard shall not be defined based on the proportion of the fundraising amount.
b) When fundraisers partner with suppliers, partners, or other third-party organizations, they should take all reasonable measures to ensure that external partners can comply with and operate in accordance with the same fundraising code of conduct. All partners must not obtain any unreasonable remuneration.
c) When a charitable organization entrusts a third-party organization or hires a professional fundraiser to carry out fundraising work, it shall provide the fundraiser with reasonable and systematic support to facilitate the fundraising work.


Published by FIDC at the China Fundraising Professionals Forum in Shanghai on 6 Dec 2019.



About FIDC&CAFP
 www.cafpnet.cn

The Fundraising Innovation Development Center (FIDC), founded in 2017, is the registered organization of the China Association of Fundraising Professionals (CAFP). CAFP is the first and the only Fundraising Industry cultivation program dedicated to promoting the professionalization of the fundraising industry in China. In 2017, CAFP was registered as a charity organization-Fundraising Innovation Development Center (FIDC).


 With more than 500 individuals and organizations, FIDC has been hosting the China Fundraising Professionals Forums, fundraisers’ salons, webinars, translating and publishing international fundraising publications, conducting industry research, introducing and promoting the Statement of Ethical Principles in Fundraising and compiling periodicals featuring updated information in the field of fundraising.


 In 2017, FIDC joined as the only Participating Organization of CFRE International.


About China Fundraising Professionals Forum
 Now the China Fundraising Professionals Forum is the largest and the most important event for fundraising professionals in China. The forum will be held in December every year. Over 500 NGO leaders, fundraisers, professionals, and marketing specialists both will attend the conference.


 Compared with Europe and America, fundraising in China is accompanied by China's social transformation, the development of the economy with Chinese characteristics and the rapid iteration of mobile internet technology, showing a very different path and characteristics.


 Although fundraising in the western world has mature knowledge systems, professional certification systems, and development paths, fundraisers in China still need to cross the river by feeling the stones and explore their direction in practice.


 At the same time, the commercial power represented by the internet business platform has greatly affected the fundraising model and structure of the philanthropy industry in China. The values and ethical boundaries of the philanthropy field are also constantly affected and challenged by new phenomena and new problems.


 The conference is positioned as an industry event based on China's local, international perspective and actively promoted. The main objectives include providing industry and career development prospects and trends, action guidelines and skills for nonprofit organizations and fundraisers, and ethical fundraising principles and practice.


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