The Data (Use and Access) Bill will make it easier for charities to contact existing supporters by e-mail and text message by extending the ‘soft opt-in’ exemption to charities.
Since 2003, organisations have needed to have a person’s consent to send them electronic direct marketing communications. An exemption, known as ‘soft opt-in’, has allowed companies to send electronic marketing messages to customers about the same or similar goods or services on the basis that the customer was given the chance to opt-out of receiving marketing messages at the time they provided their contact details, and in every subsequent marketing message.
Until now, this exemption has just been for commercial transactions, so only available for charities to use in very limited circumstances. So charities could only send messages to donors about how their money was spent, or campaign supporters about the outcome of the campaign action if the person had explicitly opted in to further contact.
Impact Stack - powerful and flexible options
More Onion's campaigning and fundraising platform Impact Stack offers a range of ways to collect consent and manage your opt-in data so you can take advantage of the new opportunities and communicate clearly with your supporters.
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