David Cole is Managing Director at fast.MAP, an online market research agency. He has 30 years of experience in the direct marketing and research industries, including Head of Database Marketing at The Telegraph Group, where he developed the UK’s first newspaper reader panel. David sits on the IoF Insight Special Interest Group as Research Champion. David was also part of the IOF Task Group for Donor Preferences. He is also a guest lecturer at the University of Westminster.
Three cheers for a good idea - the intention to create a unified data protection framework across the European Union.
Marketing conferences are full of wide-eyed marketing gurus proclaiming trust is the next big marketing thing. Without trust, they say, a brand cannot survive in the modern commercial world. With trust, they infer, everything is possible. Well I’ve got news for you; it takes more than trust.
It’s no longer acceptable to hide the opt-out box or use confusing wording to boost the number of people consenting to communication from charities.
Marketers, before you retrain to be accountants, teachers or, heaven forbid, data compliance officers, I have something that might cheer you up.
Picture this – you’re working on the most financially-important fundraising campaign of the year. Its success will affect every other campaign your charity undertakes for years.