On 9 July 2025, a panel of leading charity, marketing and data leaders came together at a Data & Marketing Association (DMA) UK webinar, sponsored by Wood for Trees, part of Salocin Group, to tackle one big question:
How can charities use the new soft opt-in legislation to meaningfully grow supporter engagement and fundraising income, without compromising trust or compliance?
The session was timely – with the Data (Use & Access) Bill given Royal Assent on 19 June 2025, this new Act offers a potentially profitable opportunity for charity email marketing.
According to Wood for Trees data analysis used in support of the DMA UK’s successful lobbying of the charity soft opt-in inclusion in the DUA Bill, it could unlock £290m in additional annual income for the UK fundraising sector.
Here’s a deep dive into what was discussed during the webinar about how your charity can maximise this fundraising and engagement opportunity, compliantly and ethically.
Charity soft opt-in explained
The soft opt-in is a provision in UK data law that allows organisations to send marketing emails and electronic communications to people they’ve previously engaged with, even if those individuals haven’t explicitly consented, but have been given the chance to opt-out, and certain conditions have been met.
Until now, charities have been excluded from utilising the soft opt-in in the same way as commercial sectors, having to rely on explicit consent. But with the law changing, the goal is to create a clearer, more confident path forward, particularly for reconnecting with lapsed or inactive supporters.
But beware – this isn’t a free-for-all. The message from the webinar panel was unanimous – use the charity soft opt-in responsibly, with evidence and ethical consideration.
What the experts shared
Chris Combemale: Director of Policy and Public Affairs, DMA UK
Setting the scene, Chris described how the legislative update represents a “fair and proportionate” shift that puts charities on more even footing with the private sector.
He emphasised this is not about spamming, but about enabling targeted, purposeful re-engagement, and challenged charities to use the provision ethically: “Supporters expect relevance and respect. We must earn inbox attention.”
J Cromack: Chief Revenue Officer, Wood for Trees & DMA Governance Committee Member
J took a practical approach, encouraging charities to get their data foundations in order. His key advice:
- Audit your current touchpoints that personal data is collected from, both online and offline, as well audit your supporter data as it is to understand the current permissions held – how much of the database is already contactable under consent?
- Use that as the basis for building intelligent, segmented journeys – don’t go back to sending blanket emails
- He reinforced that legitimacy is still key: “You can’t just do it because the law says you can – you must still show relevance and offer a way out.”
Janet Snedden: Principal Strategic Consultant, Salocin Group
Janet zoomed out to the strategic implications and advised not just to see this as a legal tweak, but more a trigger for wider transformation. She called on charities to evolve from campaign-based marketing to lifecycle-based engagement.
“It’s time to treat supporters like customers – understand their motivations, segment based on value and plan for long-term engagement, not just short-term asks.”
Janet recommended using this moment to reassess everything from message timing to creative tone.
Stephen Shirres: Fundraising Governance & Compliance Manager, Cats Protection
Stephen shared how Cats Protection is preparing to use the soft opt-in, with implementation insights.
His team is building supporter personas and journey flows that integrate lawful basis checkpoints, e.g., making it clear when legitimate interest applies. They’re also rolling out training across departments, so fundraisers, marketers and supporter services are aligned.
“It’s about trust – just because you can email someone, it doesn’t mean you should. We’ve got to balance legal permission with emotional permission.”
Komal Helyer: Managing Director, Profusion CRM and DMA Email Council Chair
Komal’s contribution focused on email best practice. She stressed the importance of value-led content – supporters should immediately see benefit in opening your email.
Personalisation was a core theme: “Go beyond [First Name]. Consider their journey, interests and giving history.”
She encouraged charities to build robust preference centres, where supporters can set frequency and content choices.
Gerald Oppenheim: Chief Executive, Fundraising Regulator
Gerald gave a clear reminder – you may have the right to contact someone, but you also have the responsibility to document and defend that choice.
He urged charities to prepare for scrutiny: “If a supporter complains, you must show your reasoning: when they engaged, why the email was relevant and how they could opt out.”
He also advised building the soft opt-in into wider data protection policies and governance structures.
What should charities do now?
The panellists agreed on three key actions for any charity looking to make the most of this legislative shift:
- Audit your data
Start by identifying which supporters have engaged with you before and might fall under the soft opt-in category. Use CRM tagging and segmentation to mark them. - Update your documentation
Make sure your privacy policy, supporter records and email platform are aligned. You’ll need clear documentation of lawful basis for every contact and processes to act if someone opts out. - Design meaningful journeys
Soft opt-in opens a door – but what happens next is up to you. Plan email journeys that offer value, celebrate impact and deepen relationships. Think long-term, not short-term gains.
Watch the webinar
If you missed the webinar or want to revisit the full discussion, you can watch the full recording here.
We can help
The introduction of the soft opt-in is more than just a line in legislation, it’s a turning point for supporter relationships in the digital space. Charities that treat it as just a compliance exercise may miss the full opportunity.
But those that see it as a strategic shift, anchored in data, values and thoughtful communication, stand to gain more than inbox access. They gain the chance to reconnect with supporters in a way that’s personal, purposeful and long-lasting.
We’re here to help charities do exactly that. If you’d like to talk about how your organisation can get ready, we’d love to hear from you.
Read our soft opt-in blog series for further guidance:
