Charity marketers are celebrating a major win after the UK Government backed an amendment to the Data (Use & Access) Bill, extending the ‘soft opt-in’ provision to third-sector fundraising.

This development follows a robust lobbying campaign led by the DMA.

Soft-opt in becoming a reality for charities

The ‘soft opt-in,’ a rule allowing organisations to send marketing emails to individuals who have previously engaged with them, was initially excluded from the new bill after being present in its predecessor, the Data & Digital Information Bill. In response, the DMA issued a letter in November to the Secretary of State for Science, Innovation & Technology, Peter Kyle, urging the Government to reconsider.

Research prepared to support the amendment found that  charities would be able unlock an estimated £290 million annually by enabling more effective email fundraising.

Three prominent peers, Lord Clement-Jones, Lord Black of Brentwood, and Baroness Harding of Winscombe, championed the cause in the House of Lords. They highlighted how this amendment brings parity between the charity sector and businesses, allowing charities to communicate with their supporters in ways that have been standard practice for commercial entities since 2003.

The role of data quality in bill’s effectiveness

However, the effectiveness of this amendment depends on charities maintaining a strong focus on data quality and hygiene. While the soft opt-in expands communication opportunities, it also places a greater onus on charities to manage supporter data responsibly and effectively. Accurate, up-to-date data ensures that communications are targeted and relevant, fostering trust and engagement while maximising fundraising potential. Ultimately, charities must remember what led to the backlash against charity fundraising a decade a go and maintain best practice targeting.

Next steps

The Data (Use & Access) Bill is now nearing the end of the House of Lords committee stage and will proceed to the House of Commons next month for further readings and deliberation.

In the meantime for advice about how you can ensure your data is fit for marketing purpose get in touch!