Maximising the potential of soft opt in
In a move which finally puts charities on an even platform with commercial businesses, the government has adopted an amendment to the Data (Use and Access) Bill (DUA), which means that just like businesses, charities will likely soon be able to use the ‘soft opt in’ exemption to consent for email and text marketing.
This is a huge opportunity for the charity industry as it gives the opportunity for charities to raise even more funds from a bigger pool of people. However, as the sector is still recovering from the Olive Cook case and accusations of bombarding communications, we should proceed with caution. Yes, there is lots of opportunity to be had, but it’s important to maximise it in the right places to ensure better conversion and encourage positive brand perceptions.
Here are three ways to maximise the potential of the new soft opt in rule in your charity:
- Audience-first approach – having new data to contact is a responsibility that should be managed carefully within your charity as you don’t want to risk over contacting supporters. This is a chance to align your organisation’s stewardship strategy to ensure you are considering your audience and planning your marketing asks accordingly. Adopt an audience first, over product first approach.
- Monitor engagement closely – having more data to contact can tempt us to contact more people, especially in the digital space when cost is lower. However, it’s important to monitor those who are not responding and remove them from future communications to avoid damaging your brand. And in the same way, you might find new patters in behaviour within the data. For example, you might find different patterns of cross sell. Keep close to the data and monitor patterns to ensure you can maximise income for the charity.
- Ensure digital best practice – the new law will only allow electronic marketing messages such as email and SMS. Subject lines, pre-headers, button placement, headers and banners are all key elements of digital communications, not to mention the copy itself. It’s time to brush up on digital best practice to ensure your communications are the most impactful and efficient they can be.
GOOD have extensive experience developing tailored audience journeys. We believe conversions are just the beginning. Maximising lifetime value requires an effective programme to boost loyalty and maintain engagement. Our stewardship programme ensures your hard-won supporters are primed to receive relevant asks while minimising attrition.
To get more information on our programme and approach – contact Lucy Martin lucy.martin@goodagency.co.uk to arrange a 121 call with one of our digital experts.
Posted by Katie Daley
