Exciting times for fundraisers: soft opt-ins for email and SMS are on the way!

The UK Government has just passed the Data (Use and Access) Bill – and it’s set to be a game-changer for charities. For the first time since GDPR came into force, charities will be able to use soft opt-ins for marketing emails and SMS, providing them with a unique chance to build deeper supporter relationships and raise more vital funds.

According to the DMA (Direct Marketing Association), this change could unlock an extra £290 million in donations every year. That’s a huge opportunity to do even more of the incredible work charities up and down the country already do!

Soft opt-ins will provide a fantastic opportunity to unlock the full potential of text giving, allow charities to more closely integrate SMS communications with phone journeys (think pre-calling primer messages or follow-up SMS after a phone call) and make it easier to share video content with more supporters. It’s a simple but powerful tool to create more personal connections with supporters.

But how we use this new ‘power’ is really what matters. To make the most of it, charities will need to approach soft opt-ins strategically: focusing on meaningful supporter experiences, not just more messages.

Now’s the time to start planning ahead and get ready for when the change comes into play:
🔍 Review your existing consent data, consent capture process and privacy policy
⚙️ Rethink your supporter journeys and how you could utilise legitimate interest for email and SMS
✅ Revisit your Legitimate Interest Assessments (yes, they’re making a comeback)

At DTV, we’re here to help our wonderful charity clients (both old and new) to navigate this exciting shift.

📥 Want to be the first to hear about our upcoming event on this?
Drop us a line at helloDTV@dtvgroup.co.uk and we’ll make sure you’re on the list.

Bio

Kat is a Senior Campaign Manager at DTV with over 10 years of experience in fundraising. Having started her career working at both national and international charities, she joined DTV nearly 4 years ago and has since been supporting a wide range of charity clients with optimising their call centre performance and SMS journeys.