Written by Back in February, we spotlighted the soft opt‑in amendment in our blog. As of 11 June 2025, that amendment has officially passed through Parliament and nears Royal Assent, marking a new era for email fundraising for UK charities. Thanks to lobbying from the Data & Marketing Association (DMA), Chartered Institute of Fundraising (CIOF), Fundraising Regulator, and peers like Lord Clement‑Jones, charities will be on an equal footing with commercial organisations when it comes to email engagement via “soft opt‑in”.
What Is Soft Opt‑In – For Charities?
Under this new law (soon to become regulation), charities may send direct marketing emails or texts without explicit opt‑in, if:
- The sole aim is to further a charitable purpose,
- The contact details were obtained through interest or support (donation, volunteer sign‑up, event participation, etc.),
- A clear opt‑out was offered at collection and in every communication thereafter.
This is more flexible than commercial soft‑opt‑in, which limits messaging to “similar products or services.” For UK charities, any support‑related message counts; be it updates, appeals, events, or newsletters.
Why It Matters: The Numbers Tell the Story
The DMA estimates the new rules could unlock £290 million annually in charitable donations. This boost comes at a time when fundraising costs are rising and households are feeling the squeeze, making every new pound essential. It’s not just about revenue—it’s about equity, bringing charities in line with high‑street business communication privileges.
Handle With Care: Ethics & Best Practice
It’s a powerful tool—but only if used responsibly. Make sure you and your team:
- Run a Legitimate Interest Assessment (LIA) under UK GDPR to balance fundraising objectives against supporter rights,
- Avoid messaging people in vulnerable situations—e.g., recipients of counselling or crisis support,
- Be transparent: update privacy policies and give clear opt‑outs at sign‑up and in every email,
- Keep donor data clean, well‑segmented, and accurately logged in your CRM – so you know exactly who’s opted‑in, opted‑out, or under soft‑opt‑in,
- Train your team and have processes in place to track and respect preferences as the rules evolve.
Ready, Set, goDonate: A Quick Prep Checklist
| Task | Why it matters |
| Run a GDPR LIA | To justify your use of legitimate interest |
| Update Privacy & Opt‑Out Language | So supporters know how you’ll use their data |
| Tag Soft‑Opt‑In Contacts in CRM | To send compliant, relevant comms |
| Segment & Personalise | Tailored messages boost engagement |
The Big Picture: More Than Just Money
Remember, this shift isn’t just about unlocking revenue—it’s a strategic opportunity to:
- Re‑engage dormant donors with relevant, meaningful updates,
- Show supporters impact, nurture loyalty, and deepen bonds,
- Build more effective, efficient, and data‑driven fundraising programmes.
What’s Next & Where to Keep Tabs
Royal Assent is expected soon, enabling implementation later this year. So watch out for further guidance from ICO, Fundraising Regulator, CIOF to help you stay compliant and ethical. Consider communicating this change to supporters: “you’ll now hear more from us, but you can unsubscribe any time.” The transparency will build trust, whilst simultaneously cleansing your CRM ready for future communications.
Final Word
The passing of the soft opt‑in bill is a milestone for UK charities. And while the potential is massive (£290 million is no small figure!) it must be wielded with care, clarity, and compassion.
At goDonate, we have already crafted our supporter-first donation platform to put choice in the donor’s hand which enables more successful conversion.
Whether you’re just dipping a toe in or overhauling your communications strategy, now is the moment to harness this opportunity – and do so the right way.
Here’s to bolder fundraising, deeper connections, and real impact… backed by compliant and considered comms!
Update
On 1st July, the Fundraising Regulator published information on what charities should know about the new rules for charity direct-marketing. You can read more about the changes here.