# CIM research shows charities fourth most trusted for data management

- Link: https://fundraising.co.uk/2017/05/05/cim-research-shows-charities-fourth-most-trusted-data-management/
- Published: 2017-05-05T07:56:11+01:00
- Author: Melanie May

**The charity sector is the fourth most trusted in terms of consumer data management,
according to research from the Chartered Institute of Marketing.**

[CIM](http://www.cim.co.uk/)‘s research into public perceptions of marketing states
that half of people who receive marketing communications say it is irrelevant, while
55% believe the senders obtained their contact details without their consent.

42% of people surveyed in CIM’s research say they receive marketing via social media
at least once a day, with over a third (36%) receiving calls once a week or more.

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Half of those who have ever received marketing materials said it is never relevant
to them. Of those who receive promotional materials, it is most common to receive
marketing about a hobby or interest they don’t have (61%) or for them to receive
promotions for offers in areas they neither live in nor visit (35%).

CIM’s research also reveals the sectors that are the most and least trusted when
it comes to data management. The lowest ranking sectors are fast moving consumer
goods, deemed trustworthy by 1%, and the media, including publishers (2%). The most
trusted sectors were banking / financial services / insurance, which is trusted 
by 34%, pharmaceuticals at 25%, professional and business services (16%) and not
for profit / public sector / education, at 14%.

Chris Daly, chief executive of the Chartered Institute of Marketing, said:

> “Businesses have a responsibility to their customers to be transparent, respectful
> and clear about how they use their personal information. Not only is this best
> data practice, but it ultimately will help consumers feel more confident and enjoy
> the benefits of sharing more personal data with businesses. The more data is shared,
> the easier it is for companies to provide relevant, targeted communications to
> consumers. But until businesses step up and show their commitment to best practice,
> they risk alienating their customers and damaging their brand.”

 * **[Free 12-month marketing package offer for 2 London or SE-based charities](https://fundraising.co.uk/2020/12/02/free-12-month-marketing-package-offer-for-2-london-or-se-based-charities/)**(
   2 December 2020)
 * **[New Marketing and Communications Manager at Henshaws Society](https://fundraising.co.uk/2004/06/20/new-marketing-and-communications-manager-henshaws-society/)**(
   20 June 2004)
 * **[New book on online fundraising and marketing](https://fundraising.co.uk/2004/09/23/new-book-online-fundraising-and-marketing/)**(
   23 September 2004)

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