Soft opt-in is coming: A game changer for fundraising
There’s a major change on the horizon for charity fundraising and it could make a huge difference to how you connect with your supporters.
The Data (Use and Access) Act brings some important updates to UK data protection law. Charities will soon be able to use the soft opt-in method to send direct marketing emails, texts, and social media messages.
The exact date for this change hasn’t been confirmed yet, but the government is expected to set the wheels in motion by autumn or early winter 2025.
What’s the soft opt-In?
The soft opt-in means you can contact supporters without them ticking an explicit ‘yes’ box, provided you follow some specific rules:
- You’re contacting them via electronic mail (email, text, social messaging).
- You’re only promoting your own charity’s work.
- They gave you their contact details while engaging with your charity (e.g. made a donation, registered for an event).
- They were given a clear way to opt-out at the time and still can in every message you send.
Done right, this could be a game changer for supporter engagement.
What’s in it for charities?
This change could lead to an extra £290 million a year across the sector, driven by just a 3% increase in income.
Why? Because email supporters are typically more engaged, give more frequently, and are easier to retain over time.
How can you prepare?
- Be tactical – Only send messages people would reasonably expect.
- Map out the supporter journey – Think beyond donation receipts. Consider welcome series, impact updates, and event invites.
- Personalise – Use your data wisely to tailor messaging but avoid risky data sharing where you’re not confident how it’s being processed.
- Stay on the right side of the law – Document consent, ensure easy opt-outs, and review your privacy policy.
- Test and learn – A/B test subject lines, send times, and content to see what drives engagement.
- Protect the vulnerable – Make sure your policies and practices don’t unintentionally cause harm to supporters.
Let’s be clear
- This applies only to registered charities.
- You must meet all four soft opt-in criteria.
- It doesn’t cover phone calls or cookies.
- You still need to comply with broader data protection laws and be ready to show how you’re doing that.
Ready to optimise your supporter journey and stay ahead of data protection rules?
Get in touch with our Nonprofit Advisory team and Moore ClearComm specialists to strengthen your supporter journey and ensure you’re fully compliant with data protection requirements.
