The Institute of Fundraising has launched a campaign to address the media and public scrutiny of the sector and tackle the "defensiveness" among fundraisers about what they do.
The Proud to be a Fundraiser campaign, which is supported by the consultancy Revolutionise Clayton Burnett, also seeks to improve the way in which some organisations treat fundraising departments as a "necessary evil", the IoF said.
It will do this by giving fundraisers a toolkit, consisting of a "practical guide to help you implement proved strategies so you can get your whole organisation united behind and proud of your fundraising, to raise more money for your cause", according to Alan Clayton, a director at Revolutionise Clayton Burnett.
The toolkit is based on recommendations from Clayton Burnett’s Great Fundraising report, produced last year by the fundraising academics Adrian Sargeant and Jen Shang.
A spokeswoman for the IoF told Third Sector that the campaign was about being proud of the fact that "the money is the mission", and acknowledging that if charities did not fundraise they would be unable to achieve what their supporters wanted them to.
Peter Lewis, chief executive of the IoF, said in a statement: "Proud to be a Fundraiser gives us a great platform for celebrating fundraisers’ hard work, passion and successes across the voluntary sector and promoting excellent fundraising to colleagues, chief executives and trustees as well as politicians, the media and the public.
The toolkit will be launched at the IoF’s national convention in July.
Fundraisers are being encouraged to show their support for the campaign on the social networking site Twitter, using the hash tag #proudfundraiser.