New research states 80 per cent of UK customers prefer charities to only contact them after giving consent to use their personal data

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10th August 2017 13:09 - Voluntary

New research states 80 per cent of UK customers prefer charities to only contact them after giving consent to use their personal data: The majority of charity supporters believe that it is important to receive marketing communications, only if they have given explicit consent.

Commissioned by Blackbaud Europe, the survey collates statistics regarding customers’ thoughts on data protection and how charities handle their personal data for marketing communication purposes.New research states 80 per cent of UK customers prefer charities to only contact them after giving consent to use their personal data

The new research figures show that 44 per cent of Britons believe that it is extremely important to only be contacted after they have explicitly given consent to charities, while 36 per cent also agree that this is fairly important.

On the other hand, 12 per cent claim that acting only on explicit consent isn’t that important, when contacting charity supporters about fundraising. Furthermore, eight per cent believe that consent isn’t important at all.

Additionally, the survey also included what customers thought of the use of opt-in and opt-out buttons, when dealing with fundraising requests.

The results showed that 90 per cent of UK adults would definitely/probably use the opt-out button to disconnect themselves from receiving any future fundraising communications. However, 62 per cent agreed that they would press the opt-in button to receive fundraising requests from charities that they already engage with. 

The research itself is highly relevant, as discussions of the Data Protection Act 1998 draw closer, with plans to replace the Act with the General Data Protection Regulation (GDPR) in May 2018.

This new regulation will change the way in which fundraising operates as a whole, as it is set to re-evaluate customer relationship management systems (CRM) and the way in which organisations handle personal data. 

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