CFRE INTERNATIONAL STYLE GUIDE FOR USE OF THE CFRE DESIGNATION AND MARKS Adopted April 2002 Section 1 Introduction Congratulations on your decision to support the fundraising profession by promoting the Certified Fund Raising Executive (CFRE) program and the CFRE credential! CFRE International is committed to being a steward of the public trust by establishing and administering a voluntary certification process based on current and valid standards that measure competency in the practice of philanthropic fundraising. Using the CFRE mark is a wonderful way for you to contribute to that mission, as well. The CFRE mark and its derivative marks, including but not limited to CFRE and Certified Fund Raising Executive, may be used only to promote the certification status of an individual duly certified by CFRE International or CFRE International, its programs and services. Please familiarise yourself with these policies and use them when developing materials. Your cooperation is important in protecting the value of these marks. Please note: CFRE International monitors and enforces use of its marks. If you observe a misuse of the CFRE marks by an individual or an organisation, please notify CFRE International. Thank you for your assistance in positioning the CFRE certification marks as fundraising s universal standard. CFRE International Policy Manual Page 2-23
Section 2 - Use of the Mark by Individuals: Congratulations on having met CFRE International s comprehensive standards and achieving your status as a Certified Fund Raising Executive, or CFRE. Proper usage of these marks is a crucial part of your communications to donors, your employer, organisation, or potential clients. When properly used, the marks represent professional standards for fundraising and demonstrate your commitment to upholding these standards. Individuals who have been officially granted the Certified Fund Raising Executive (CFRE) credential by CFRE International are granted a license during the period in which they remain certified and adhere to all CFRE accountability standards by which they are authorised to use the following marks in communications and collateral materials: 1. CFRE Always use all capital letters Never use periods Karen Marquez, CFRE Karen Marquez, C.F.R.E. Karen Marquez, Cfre 2. Certified Fund Raising Executive Always singular, never plural First letters always capitalised Fund Raising is two words Steve Brown became a Certified Fund Raising Executive in 1993. CFRE International Policy Manual Page 2-24
The hospital employs three people who hold the Certified Fund Raising Executive credential. A group of certified fundraising executives are doing the presentation. If you choose to use the CFRE logo on any of your materials, you are required to use the following logo guidelines: 3. All reproduction of the mark in graphic form must be made from original reproduction artwork provided by CFRE International. Under no circumstances may the mark be altered, modified, hand-drawn, typeset, reproduced or electronically scanned in such poor quality as to distort or significantly alter its appearance. See included Style Guide for specific logo requirements Authorised Use of the Marks for Individuals: (see included Style Guide for specific examples) On business cards On stationery Directory listings On brochures and signage, provided it is clearly linked to an individual(s) certified by CFRE International Display advertising, provided it is clearly linked to an individual(s) certified by CFRE International As meta-text of each web page belonging to an individual currently certified by CFRE International, provided the marks only appear once in the meta-text As a hyperlink on an individual s web site if it is linked directly to CFRE International s home page (www.cfre.org ) Through CFRE lapel pin provided by CFRE International Display of CFRE International certificate, through its expiration date, designating individual as certified CFRE International Policy Manual Page 2-25
Unacceptable Uses of the Mark: A. The CFRE mark and its derivatives may not be used to imply CFRE International s sponsorship or endorsement of a company or firm (even when one or more members are certified). Sampson Associates, Inc. John Sampson, CFRE Susan Sampson, CFRE Mark West Sampson Associates, Inc: Certified Fund Raising Executives John Sampson, CFRE and Associates, Inc. B. The CFRE mark and its derivatives may not be used to imply CFRE International s sponsorship or endorsement of a particular product or service, nor may the mark and/or its derivative be used as, or in, the name or title of products or services not provided directly by CFRE International. (Including but not limited to: educational programs, books, software tools, consulting services, etc..) John Smith, CFRE John Smith, Certified Fund Raising Executive Royce Certified Fund Raising Executive Services CFRE Donor Tracking Tool: For the Busy Professional Stewardship Secrets for CFREs C. The CFRE mark and its derivatives may not be used on promotional items except by CFRE International, which retains the sole right to produce, sell, or provide such items to other organisations for re-sale. An authorized lapel pin is provided directly to each certified individual when he or she becomes certified or is recertified. CFRE International Policy Manual Page 2-26
D. It is not appropriate, under any circumstances, for an individual to represent him or herself as a candidate for certification, because this implies that the individual will receive certification. If a prospective employer requires verification of application for certification, CFRE International can provide this upon receipt of a written request to do so from the candidate. Maria Markman Maria Markman, CFRE (expected June 2002) Maria Markman, who has applied to take the CFRE examination, Maria Markman, who sat for the CFRE exam in April, E. Individuals who have previously held certification may list this accomplishment on a resume or a biographical statement as long as the statement clearly indicates the years during which the candidate held certification and does not imply in any way that a candidate is currently certified. John Smith is President of Smith Associates, a consulting firm with 37 years of commitment to non-profit organisations in Memphis. Mr. Smith was a Certified Fund Raising Executive from 1983 1992. John Smith (CFRE, 1983-1992) John Smith, CFRE (1983-1992) F. Individuals who have previously held certification may not imply in any way that a candidate is currently certified. The CFRE International certificate designating the individual as certified shall no longer be displayed. The individual shall not wear a CFRE lapel pin or ribbon whose use is reserved for currently certified individuals. Section 3 - Use of the Marks by Participating Organisations Participating Organisations have signed a Memorandum of Understanding (PO Agreement) with CFRE International, thereby agreeing to uphold the stipulations of that agreement in accordance with policies and guidelines established by CFRE International. CFRE International Policy Manual Page 2-27
Participating Organisations have a a limited, non-exclusive, royalty-free license to use CFRE International names, logos, trademarks, and other intellectual property, including use of the professional designation Certified Fund Raising Executive or CFRE, solely for fulfilling their marketing obligations as outlined in the PO Agreement. CFRE International has authorised the use of the following marks to fulfill those marketing obligations: 1. CFRE Always use all capital letters Never use periods Karen Marquez, CFRE Karen Marquez, C.F.R.E. Karen Marquez, Cfre 2. Certified Fund Raising Executive a. Always singular, never plural b. First letters always capitalised c. Fund Raising is two words d. Correct plural usage is CFRE certificants, not CFREs or certifies Steve Brown became a Certified Fund Raising Executive in 1993. The hospital employs three people who hold the Certified Fund Raising Executive credential. 256 members of the Council for Resource Development are CFRE certificants A group of Certified Fund Raising Executives are doing the presentation. A group of certified fundraising executives are doing the presentation CFRE International Policy Manual Page 2-28
3. All reproduction of the mark in graphic form must be made from original reproduction artwork provided by CFRE International. Under no circumstances may the mark be altered, modified, hand-drawn, typeset, reproduced or electronically scanned in such poor quality as to distort or significantly alter its appearance. See included Style Guide for specific logo requirements Authorised Use of the Marks for Participating Organisations: To announce a CFRE examination date hosted by the Participating Organisation, or to list a schedule of exam sites and dates To announce a roundtable or Q&A session to describe the certification process To promote the CFRE, CFRE International, and the certification process in general to fulfill the marketing obligations as outlined in the PO Agreement In display ads provided by, or approved by, CFRE International As meta-text of each web page belonging to a Participating Organisation, provided the marks only appear once in the meta-text As a hyperlink on a Participating Organisation s web site if it links directly to CFRE International s home page (www.cfre.org ) to identify the organisation as a Participating Organisation of CFRE International A. The CFRE mark and its derivatives may not be used to imply CFRE International s sponsorship or endorsement of a particular product or service, nor may the marks be used as, or in the name of, products or services not provided by CFRE International, except as is permitted by the Participating Organisation Agreement. The International Fund Raising Association is a Participating Organisation in the CFRE International Program The International Fund Raising Association will be offering the CFRE examination to its members on May 31, 2002, in Washington, D.C. CFRE International Policy Manual Page 2-29
Royce Certified Fund Raising Executive Services CFRE Donor Tracking Tool: For the Busy Professional Stewardship Secrets for CFREs B. The CFRE mark and its derivatives may not be used on promotional items unless those items are sold by CFRE International or have been provided by CFRE International for re-sale. Authorised Use of Marks in Conjunction with Educational Activities and Other Products: CFRE International encourages individuals and organisations to develop products and programs to present the knowledge and skills covered in CFRE International s Test Content Outline for the examination. The Test Content Outline is available publicly on the CFRE International website and in all candidate materials, including the Candidate Handbook and Preparing to Take the CFRE Examination, or upon request from CFRE International. CFRE International encourages informal study groups. The appropriate description for such activities is: Study Group for National Exam. Topics presented in this session will cover content areas found on the CFRE exam Test Content Outline. Should an organisation or individual wish to align an activity or product with the CFRE mark or with CFRE International, the individual or organisation may do the following: 1. If the mark is intended to indicate that participation in the activity or use of the product is applicable toward the Continuing Education requirements on the CFRE International application, the organisation or individual can seek prior determination of point value from CFRE International and must state: OR Participation in this educational activity is applicable for XX points in Category 1.B Education of the CFRE International application for initial certification and/or recertification. CFRE International Policy Manual Page 2-30
If the individual or organisation does not wish to seek prior determination of point value from CFRE International, the sponsoring organisation or individual must then state: "Participation in this activity or program may be eligible for continuing education or volunteer points on the CFRE International application for initial certification and/or recertification. To verify the eligible points, please contact CFRE International." 2. If the mark is intended to indicate that an activity or product has been developed by the individual or organisation to reflect content covered in the CFRE Test Content Outline, the organisation or individual must print and orally state a disclaimer that communicates the following: Participation in the (educational program title) may assist you in learning or reviewing concepts covered on the Certified Fund Raising Executive (CFRE) examination as detailed in the Test Content Outline provided by CFRE International. CFRE International does not sponsor or endorse any educational programs and the (educational program title) was not developed in conjunction with CFRE International." This disclaimer should appear in regular size print consistent with the size of type used in the surrounding text, and should after each reference to any of the CFRE marks. Section 4 - Use of the Marks by Other Organisations or Individuals Other organisations or individuals wishing to promote CFRE International, its products or services, may also use the marks, with prior approval of CFRE International, in accordance with the guidelines herein. Authorised Use of the Marks in Conjunction with a Web Site: A. The marks CFRE and Certified Fund Raising Executive may be used as hyperlinks on the web sites of other organisations or individuals if they link directly to CFRE International s home page (www.cfre.org) CFRE International Policy Manual Page 2-31
Such links shall only appear in a Resources or Related Links type of section on a web site so as to not imply endorsement of the product or service by CFRE International B. The marks CFRE and Certified Fund Raising Executive may not be used in the metatext on the web sites of individuals other than current CFRE certificants or organisations other than CFRE Participating Organisations. Authorised Use of Marks in Conjunction with Educational Activities and Other Products: CFRE International encourages individuals and organisations to develop products and programs to present the knowledge and skills covered in CFRE International s Test Content Outline for the examination. The Test Content Outline is available publicly on the CFRE International website and in all candidate materials, including the Candidate Handbook and Preparing to Take the CFRE Examination, or upon request from CFRE International. CFRE International encourages informal study groups. The appropriate description for such activities is: Study Group for National Exam. Topics presented in this session will cover content areas found on the CFRE exam Test Content Outline. Should an organisation or individual wish to align an activity or product with the CFRE mark or with CFRE International, the individual or organisation may do the following: 1. If the mark is intended to indicate that participation in the activity or use of the product is applicable toward the Continuing Education requirements on the CFRE International application, the organisation or individual can seek prior determination of point value from CFRE International and must state: OR Participation in this educational activity is applicable for XX points in Category 1.B Education of the CFRE International application for initial certification and/or recertification. If the individual or organisation does not wish to seek prior determination of point value from CFRE International, the sponsoring organisation or individual must then state: CFRE International Policy Manual Page 2-32
"Participation in this activity or program may be eligible for continuing education or volunteer points on the CFRE International application for initial certification and/or recertification. To verify the eligible points, please contact CFRE International." 2. If the mark is intended to indicate that an activity or product has been developed by the individual or organisation to reflect content covered in the CFRE Test Content Outline, the organisation or individual must print and orally state a disclaimer that communicates the following: The Certified Fund Raising Executives International Credentialing Board ( CFRE International ) is not affiliated with (educational program title). CFRE International does not approve or endorse any examination preparation materials, including those offered by (educational program title). CFRE International has not assisted in the development or publication of this material. This disclaimer should appear in regular size print consistent with the size of type used in the surrounding text, and should after each reference to any of the CFRE marks. Section 5 In Conclusion In conclusion, examples of unauthorised or improper uses of the narks are detailed in the prior sections. If there is ever a question about appropriate use, it is best to consult directly with CFRE International. As noted earlier, unauthorised or improper use of the marks or their derivatives can result in disciplinary or legal action. This can lead to revocation of certification as a Certified Fund Raising Executive or CFRE, report of ethical violations to a membership organisation, sanction of a Participating Organisation in accordance with the Memorandum of Understanding, or court action. For questions related to use of the CFRE marks, please contact CFRE International directly at www.cfre.org or (703) 820-5555. CFRE International Policy Manual Page 2-33