Charity fundraisers still struggling to get to grips with securing compliance for consent and permissions are being offered a new guide from FastMap – which is free to Decision Marketing readers.
With contributions from the Institute of Fundraising, RNLI and Macmillan Cancer Support, the guide is designed to help charities take action in preparation for the General Data Protection Regulation (GDPR), coming into force in May 2018.
FastMap managing director David Cole said: “‘Consent’ is now the new front line for marketing and the implications for every charity are far more profound than a change to a tick-box or a data structure.”
He added that the guide’s function is “to inspire, rather than be prescriptive, because each charity, when embracing consent, will plot their own path.”
The 11 proposed “common, sensible steps” are based on FastMap’s work with leading charities.
This guide briefly discusses each of these steps and each one is illustrated with comment and a case study of one particular charity approached the issue.
RNLI head of marketing, communications and research Jayne Clarke said: “We weren’t sure how successful the campaign would be (we hoped 255,000 people would ‘opt in’), but by the end of 2016, over 445,000 people had confirmed they wanted to keep in touch with the RNLI; about 75% more than we originally estimated.
“Our first attempt at fundraising from our opted-in supporters produced strong results. Of the 66,000 opted-in people approached for our annual summer appeal, the response rate was 32.8% – more than triple the 10.4% rate we achieved in 2015. The average donation was £8.39, almost triple the £2.94 average donation for the previous year’s appeal.”
Cole concluded that, in his view, “some charities are now leading the way with consent, compared to every other sector” because GDPR and a heightened focus on consent and myriad uses of data for fundraising and research has been debated and discussed at length.
Free copy for DecisionMarketing readers
The 11 Steps to Your Consent and Permissions is available to buy for £50. FastMap, however, is offering the report for free to Decision Marketing readers. Download your free copy at http://www.fastmap.com/11steps using the code 11STEPSDEC.
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