Understanding the ICO’s Final Charity Soft Opt-in Guidance
Most charities work hard to drive engagement, then lose the chance to continue the conversation. The ICO’s soft opt-in guidance for charities changes that.
Soft opt-in gives charities a compliant way to follow up with people already showing genuine interest. It explains what’s changing, what counts, and how to turn engagement into long-term relationships without crossing compliance lines.
The Donor Demographic Shift: Who’s Giving, Why It’s Changing, and What Charities Need to Do Now
The old fundraising model is losing power as donor behaviour is changing fast. We worked with PDSA to create a smarter, data-led approach. New supporter profiles and shifting motivations shaped an audience-first strategy to strengthen engagement and drive resilient acquisition.
Charities: Soft opt-in, Your Chance to Shape the Future of Supporter Engagement Rules
The ICO’s proposed charitable soft opt-in could reshape email engagement. With new rules expected in 2026, charities should prepare now. This consultation is a rare chance to influence evolving data rules, strengthen supporter trust, and ensure protection and participation stay in balance
How Charities can grow Legacy Giving
Legacy giving is a £4bn opportunity, yet often limited to existing supporters. By targeting key life stages and using direct mail, charities can expand reach, cut costs, and strengthen their long-term supporter pipeline.