A well-defined mission and transparency are critical elements in new guidelines for nonprofit fundraising.

Successful fundraising is built on trust: That’s the message underlying new guidelines for ethical fundraising from the Direct Marketing Association Nonprofit Federation.

“Donors expect nonprofits to be accountable and transparent,” Senny Boone, general counsel for DMANF, said in a statement. “The new principles serve as key reminders to organizations that they hold a public trust. Legitimate nonprofit organizations seek to fulfill their missions using the highest ethical fundraising standards, and these principles are meant to provide the appropriate guidelines.”

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