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.
Over the months since the idea of a Fundraising Preference Service was first set out in the Etherington review of fundraising self-regulation*, a great deal of supposition and estimation has gone in to thinking about what it might do and how it could actually work.
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.
Charities are facing criticism like never before. Two main themes have come up in recent months – data security and a need for innovation.
No matter what happens to data protection legislation, fundraisers must respond to the fact that people are becoming less willing to share information.