# Cancer Research UK to go opt-in only for phone and mail

- Link: https://fundraising.co.uk/2016/03/22/cancer-research-uk-go-opt-telephone-mail/
- Published: 2016-03-22T10:57:01+00:00
- Author: Melanie May

**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.

## Advertisement

In a [statement](http://www.cancerresearchuk.org/about-us/cancer-news/press-release/2016-03-22-cancer-research-uk-announces-opt-in-approach-for-fundraising-communications),
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.”

## More opt-in fundraising news

 * **[RNLI announces switch from opt-in only to legitimate interest](https://fundraising.co.uk/2019/10/02/rnli-announces-switch-opt-in-to-legitimate-interest/)(
   2 October 2019)**
 * **[Opt-in or opt-out? Consent or legitimate interest?](https://fundraising.co.uk/2017/05/05/opt-opt-consent-legitimate-interest/)(
   5 May 2017)**
 * **[Over 60% of charity supporters are likely to opt-in if asked](https://fundraising.co.uk/2017/06/26/60-charity-supporters-likely-opt-asked/)(
   26 June 2017)**