With the start date for the EU’s new General Data Protection Regulations (GDPR) rolling ever closer, its more important than ever you start to understand your supporters’ consent status. We’ve touched on this before but in the simplest terms it all comes down to consent and your ability to obtain, prove and validate it for each communication channel you use – including digital.
This will have a big impact on charities and marketers alike as much of your donor relationship management will rely on digital communications. Whether it’s an emergency appeal, a news update or a simple thank you email, consent as we know it is changing.
ICO Consultation and Guidance
Luckily some consent guidance has now been released and you can have your say on these by taking part in the ICO’s consultation, this month. You can find out how to respond to the consultation on its website.
Final guidance is due in May, but many charities will be interested in the draft guidance to answer some long awaited questions. Many have been vocal about confusion over the changes and lack of information from regulators to overcome this. Therefore many of you will be pleased to hear the latest guidance comes with a checklist.
- Be specific and granular. Vague or blanket consent will not be enough.
- Don’t use pre-ticked boxes or any other method of consent by default.
- Keep evidence of consent – who, when, how, and what you said to people.
- Keep consent under review and refresh it if anything changes.
- Ensure it is easy for people to withdraw consent and make sure you tell them how.
You may have to update your consent statements and, here’s the big one, refresh old consents if they don’t meet the GDPR standard.
When did you last check your consent statements?
Get in touch if you’d like to secure more opt-ins from your supporter base, ahead of the changes due next Spring. We have experience producing email journeys to capture this data, and would love to share our expertise with you.