An amendment to email marketing rules has been accepted by the UK Government, potentially boosting annual charity donations by an £290m.

This change comes after the Data & Marketing Association (DMA) reached out to Science Secretary Peter Kyle, advocating for charities to have the same email marketing freedoms as businesses.

Previously, members of the public had to give explicit consent before their data could be used for direct marketing. Businesses, on the other hand, have enjoyed more relaxed “soft opt-in” rules, allowing them to send marketing emails without prior consent if someone’s details were collected during a purchase.

A bill introduced by the former Conservative Government had suggested extending this ‘soft opt-in’ privilege to charities and non-commercial organisations. However, when Labour took the reins, the clause was initially removed from the new version of the bill introduced in October.

Fast forward to now, and the clause has made a comeback, thanks to Lord Clement-Jones of the Liberal Democrats. In his explanation, he emphasised the amendment’s goal: to let charities connect with donors as seamlessly as businesses connect with customers—a move that could lead to more fundraising and amplify the work charities do for society.

A boost for charities

The DMA welcomed the decision, calling it a “significant step forward” for empowering the charity sector. In a statement, the association highlighted how this change could strengthen supporter relationships, build community connections, and unlock innovative marketing strategies.

The bill is nearing the final stages of its journey through the House of Lords and will head to the Commons in February. The DMA remains optimistic, expecting a swift approval process.

Levelling the playing field

Claire Stanley, director of policy and communications at the Chartered Institute of Fundraising (CIoF), called the amendment a “significant win” for the charity sector.

“This is something we have been calling for on behalf of our members for some time,” she said. “It’s a significant win for the sector and will finally put charities on a level playing field with commercial organisations, which have benefitted from soft opt-in since the introduction of the Privacy and Electronic Communications Regulations back in 2003.

“And crucially – it’s shown a willingness from the government to listen to the sector at a time when it is facing multiple challenges to deliver services amid rocketing demand. We are looking forward to working with government on this and will keep our members updated on the next steps.”

The amendment, once passed, could be a game-changer for charities, helping them reach more donors and continue their vital work during these challenging times.

(Photo by Unsplash)

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