The participation of children in fundraising campaigns involves risks that need to be assessed carefully by both their parents and the fundraisers. Marketers know that children appearing in fundraising and political marketing programmes have the power of fostering an emotional engagement with audiences who are thus more inclined to be generous and supportive.

Practically all charities depend on their ability to raise awareness and funds among the public to finance their activities. Most voluntary organisations use professional fundraising techniques to maximise the effect of their appeals for public support. Marketers focus on results – donors signed up and cash raised. This often leads to a breach of ethical standards when vulnerable people participate in advertising campaigns.

The Commissioner for Children, Pauline Miceli expressed concern about the “the stigma and impact on children who appear on televised fundraising events”. She also admitted that it is parents who make the final call and decide whether or not their children should appear in such fundraising activities.

The local reality on the use of children in fundraising activities is not very different from that in some other countries. The Fundraising Standards Board of the UK has a code of fundraising practice that insists that the use of children in all aspects of fundraising needs the written approval of the parents.

The challenge that every charity or political party faces when conducting a fundraising event is the strict adherence to high ethical standards meant to protect the interests of children and vulnerable people that are targeted as donors. Sensitivity, a robust ethical approach and proper training for fundraisers are essential if charities are to rely on people’s goodwill. Charities cannot afford to squander goodwill with poor sales techniques. Parent education is another essential element if the use of vulnerable children in fundraising events is to promote the well-being of these children. Some parents of vulnerable children may feel a sense of gratitude to the charities that would have supported them financially and by other means in critical times. They are likely to want to show their appreciation by allowing their children to feature in campaigns.

Imagery that elicits pity can work for one-off donations but the expert advice of professional child psychologists should be sought to see whether such exposure could lead to traumas for the children involved in fundraising events. Parents will do well to get such advice before consenting to their children participating in political or charitable fundraising activities.

As President Marie-Louise Coleiro Preca remarked, the Commissioner for Children’s office should be given the resources it needs to ensure it carries out its child protection function efficiently. One aspect of this role is the constant monitoring of the frequent fundraising events by political parties and charities on the media, especially TV.

It may also be the right time to have a proper fundraiser code of practice defined in a way that protects children’s interests while enabling charities to solicit the public to contribute in support of good causes.

The use of children in political activities needs even stricter control as the harmful effects of media exposure on them can be detrimental to their well-being.

An independent Commissioner for Children office with executive powers is essential to curb abuse.

This is a Times of Malta print editorial

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