Cancer Research UK has announced that it will start seeking unambiguous and explicit permission from all new supporters for all fundraising communications from April this year.
While the move will apply to new supporters only, the charity will also use the coming year to determine how existing supporters feel about opt-in, with a plan to extend it to all existing supporters’ fundraising communications from April 2017.
The charity currently uses opt-in for email and text communications but the new approach will extend to cover contact by letter or telephone, where supporters have previously had to expressly opt-out of receiving the charity’s new fundraising communications.
In a statement, Ed Aspel, executive director of fundraising and marketing at Cancer Research UK said:
“Our supporters are at the heart of everything we do and the move to an ‘opt-in’ approach for fundraising communications will give them the opportunity to decide the level of future fundraising communications they want from us. We always want people’s experience of donating to us to be a positive one and this move will help us to build more engaging and involved relationships with our supporters.”
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