{"id":110630,"date":"2025-01-22T15:37:28","date_gmt":"2025-01-22T15:37:28","guid":{"rendered":"https:\/\/www.marketingtechnews.net\/?p=110630"},"modified":"2025-08-05T13:17:55","modified_gmt":"2025-08-05T12:17:55","slug":"new-marketing-rule-could-bring-290-m-to-charities","status":"publish","type":"post","link":"https:\/\/www.marketingtechnews.net\/news\/new-marketing-rule-could-bring-290-m-to-charities\/","title":{"rendered":"New marketing rule could bring \u00a3290m to charities"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">An amendment to email marketing rules has been accepted by the UK Government, potentially boosting annual charity donations by an \u00a3290m.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This change comes after the Data &amp; Marketing Association (DMA) <a href=\"https:\/\/www.civilsociety.co.uk\/news\/extending-marketing-soft-opt-in-to-charities-could-raise-290m-government-told.html\" target=\"_blank\" rel=\"noreferrer noopener\">reached out<\/a> to Science Secretary Peter Kyle, advocating for charities to have the same email marketing freedoms as businesses.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">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 \u201csoft opt-in\u201d rules, allowing them to send marketing emails without prior consent if someone\u2019s details were collected during a purchase.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A bill introduced by the former Conservative Government had suggested extending this &#8216;soft opt-in&#8217; 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.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">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\u2019s goal: to let charities connect with donors as seamlessly as businesses connect with customers\u2014a move that could lead to more fundraising and amplify the work charities do for society.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">A boost for charities<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">The DMA welcomed the decision, calling it a \u201csignificant step forward\u201d 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.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">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.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Levelling the playing field<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Claire Stanley, director of policy and communications at the Chartered Institute of Fundraising (CIoF), called the amendment a \u201csignificant win\u201d for the charity sector.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cThis is something we have been calling for on behalf of our members for some time,\u201d she said. \u201cIt\u2019s 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.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cAnd crucially \u2013 it\u2019s 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.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">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.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>(Photo by <a href=\"https:\/\/unsplash.com\/photos\/person-in-blue-crew-neck-t-shirt-holding-white-plastic-bag-qvzjG2pF4bE?utm_content=creditCopyText&amp;utm_medium=referral&amp;utm_source=unsplash\">Unsplash<\/a>)<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>See also: <a href=\"https:\/\/www.marketingtechnews.net\/news\/tiktok-is-back-online-other-bytedance-apps-not-so-much\/\">TikTok is back online. Other ByteDance apps? Not so much<\/a><\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Interested in hearing leading global brands discuss subjects like this in person?Find out more about<a href=\"http:\/\/www.digitalmarketing-conference.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Digital Marketing World Forum (#DMWF)<\/a> Europe, London, North America, and Singapore.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>An amendment to email marketing rules has been accepted by the UK Government, potentially boosting annual charity donations by an \u00a3290m. This change comes after the Data &amp; 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 [&hellip;]<\/p>\n","protected":false},"author":60511,"featured_media":110631,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[2461,2441,2430,2428,2458],"tags":[101,263,99],"ppma_author":[2289],"class_list":["post-110630","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-community-led-growth","category-content-personalisation","category-cx-personalisation","category-privacy-consent-management","category-social-community-marketing","tag-customer-experience","tag-customers","tag-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.6 (Yoast SEO v27.6) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>New marketing rule could bring \u00a3290m to charities<\/title>\n<meta name=\"description\" content=\"An amendment to email marketing rules has been approved, allowing charities to use &#039;soft opt-in&#039; methods previously reserved for businesses.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.marketingtechnews.net\/news\/new-marketing-rule-could-bring-290-m-to-charities\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"New marketing rule could bring \u00a3290m to charities\" \/>\n<meta property=\"og:description\" content=\"An amendment to email marketing rules has been approved, allowing charities to use &#039;soft opt-in&#039; methods previously reserved for businesses.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.marketingtechnews.net\/news\/new-marketing-rule-could-bring-290-m-to-charities\/\" \/>\n<meta property=\"og:site_name\" content=\"Marketing Tech News\" \/>\n<meta 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