It’s been a couple of years in the making, but in June we finally saw the UK Government pass the Data (Use and Access) Bill – a long-awaited piece of legislation that redefines how consumer data is… well, used and accessed. 

Among its multiple provisions, this legislation has delivered charities a much-needed shot in the arm: the ability to re-engage people who have ‘soft opted in’. This is a move that the Data and Marketing Association (DMA) estimates could boost annual donations by as much as £290 million.

What exactly is soft opt-in?

You’ll be familiar with the tick box at checkout that asks if you’re happy to receive marketing communications. But a soft opt-in doesn’t require you to explicitly agree. You opt in simply by supplying your contact details when you pay for a product or service, and you never subsequently opt out.

The soft opt-in provision has been available to commercial organisations in the post-GDPR landscape, but charities have been left out in the cold — until now. This amendment suggests, perhaps for the first time in a long time, that the UK Government is taking charities’ pleas seriously. A group of 19 organisations, including Oxfam, Concern, and WaterAid, wrote a letter pushing for precisely this amendment.

Now, don’t get me wrong: this isn’t a green light to start spamming every donor with endless emails. But it is a chance to build relationships that foster trust and drive social impact. So, let’s take a look at exactly how this amendment could help boost your donations. 

1. Reconnect with would-be donors

First and foremost, it means you’ll be able to go back to people who have shown an interest in a particular appeal or topic. 

Maybe their finger was hovering over the donate button. Maybe they needed more convincing. Either way, you’ll now have the chance to remind them of the work you’re doing, update them on recent progress, and lay out the next steps of a journey they could play a part in shaping. 
 

2. Nurture existing relationships

Between the dwindling pool of available supporters and the rising cost of media, charities are facing an uphill battle. With that in mind, maintaining strong relationships with existing donors is more important than ever.

This new amendment will help with exactly that, providing greater scope to reach out to and connect audiences with campaigns and opportunities they can support — crucial for retention and lifetime value, particularly in the first six months.

And with research having shown that only four in 10 donors say they see the difference their donation makes, the chance to provide timely updates tailored to their interests and behaviours could be a powerful motivator for their next gift. 
 

3. Kick off the peer-to-peer renaissance

At impact-first comms agency Shape History, it’s always surprised us how little emphasis charities put on equipping advocates to share their message with the world — both digitally and physically. 

But this amendment provides an opportunity to galvanise the peer-to-peer network, allowing more charities to actively encourage potential and existing donors to share news and campaigns with individuals they feel would be interested also. 
 

4. Make the most of mobile donations

The amendment doesn’t just apply to emails. It applies to text messages too. And since mobile donations accounted for 60 per cent of monthly charitable donations last year, you won’t want to let this much-needed area of growth pass you by. It’s an invaluable tool for nudging donors, and a low-barrier way to ask for one-off or regular donations.

The timing is perfect as well. This comes hot on the heels of the JustGiving and Fonix partnership announced last year, which allows donors to support their favourite charities through secure mobile payments.  

How to prepare for the change

The changes are confirmed to have phased in fully by June 2026, which gives you a bit of time to make the transition. But there are a couple of things you’ll need to keep in mind. 

For one thing, your internal IT (information technology) systems will need to be able to distinguish between those who have opted in expressly, and those who have soft opted in. You may also want to continue (and start if you’re not doing already) to ask supporters what they’re interested in hearing about be it topic, issue or recent event.  And, don’t forget, individuals need to be given the opportunity to opt out in every communication so ensure your ‘do not contact’ lists are updated along the way.

Amongst all the doom and gloom fundraisers often face right now, it’s worth taking a moment to consider this as a beacon of hope – both in terms of potential new ways to raise income and proof that when charities come together to take a stand around something important, the government is (now) listening.