GDPR (General Data Protection Regulations) will take effect from May 2018 and while this is a year away it is important for groups to consider how it will affect their working practices regarding personal data, fundraising and direct marketing.
One of the main questions is whether charities will adopt the ‘opt-in’ or ‘opt-out’ option when collecting data and contacting supporters. Many larger charities are adopting the ‘opt-in’ approach across all communications as there can be no ambiguity. However, this will not suit all groups and there are legal conditions where you can send direct marketing to an individual without consent due to what is called ‘legitimate interest’.
For further information on this, the Institute of Fundraising have produced an essential guide for fundraising organisations