Anne Li March 18th, 2017
Cancer Research UK is to become an ‘opt in’ charity on , meaning it will only contact supporters who have given unambiguous and explicit permission for the charity to contact them for marketing activity, including fundraising support. Cancer Research UK announced its intention to become an opt in charity in March 2016, and started asking all new supporters to opt in from April 2016. By this will extend to all existing supporters, making Cancer Research UK one of the first charities to make the move. In the short term, the charity knows it will be communicating with fewer people and this will impact on the amount of money it is able to raise. However, by putting its supporters’ wishes at the heart of fundraising communications, Cancer Research UK hopes to achieve a greater level of engagement, loyalty and value in the long term.
See original article at: http://www.cancerresearchuk.org/about-us/cancer-news/press-release/2017-03-13-cancer-research-uk-to-only-contact-supporters-who-have-opted-in-from-1-july-2017