How GDPR Will Improve Your Charity
The dust has finally settled on the whole GDPR panic that saw your inbox filled with endless emails from companies you completely forgot about. In case you’ve been hiding under a rock for the last month, or you’ve been on a internet and TV-free desert island since April (jealous) then you’ll know what GDPR was all about. For many it was an inconvenience, and a stressful overhaul of their database, and for others it was very important compliance exercise. For the majority of charities and societies though it was a well-needed cleanse of data and streamlining of contact information.
It was essentially a new regulation introduced to ensure that the data you choose to give out is only used by those you give consent to. This means no third-parties can contact you, meaning you won’t receive nuisance calls or junk mail. It also means that if you’re happy to allow a company, business, charity or society to email you; then they’re forbidden to call, text and send mail to you instead. The rules on data protection for charities can only be a good thing, right?
The introduction of GDPR and rules regarding data protection for charities has meant they can rebuild trust with the public. They can collect data more intelligently and build a safer and higher quality database. In the past charities (and other businesses) have sometimes used unethical ways to raise money, including cold-calling, spamming, high-targets on fundraising and profiling. This now means that the relationships they forge with customers has to be genuine, positive and consenting.
I’m sure we’ve all received calls, spam emails and junk mail from companies that we unintentionally consented to by failing to un-tick a box somewhere on a website we visited. With GDPR in place this now means charities can cleanse their data. They needn’t to waste time, material and resources sending out newsletters, emails or making phone calls to people that will not respond, or wastefully throw the letter in the bin. (For charities that promote green living and environment sustainability, you can see the irony.) From now on every person who opts-in for contact has done so by choice. The letter will be read, the email will be opened, and the phone call will be gratefully received. We think that the introduction of GDPR for charities may have been frustrating for some, but very soon the benefits will be evident. Furthermore, charities will emerge from it stronger than ever.