Privacy and Data Protection for Fundraisers

Trust that a charity is going to spend donations wisely is, as we know, essential for encouraging support in the first place. But what’s just as important for potential supporters is feeling that they can trust a charity to look after their data, and understanding how you will use it and why.

Without this level of confidence, not only may someone decide not to give, but it may affect how they feel about supporting your charity in other ways, especially if they’ve not heard of your charity before.

Including this information is of course also important for legal compliance. Yet writing a privacy policy that gains people’s trust and donations is as much about how you word it, and how your tone engages, as it is about dotting the Is and crossing the Ts.  

It’s true that your privacy policy is never going to be the first page people head to on your website. But if your charity is new to them, or they receive something from you that they’re not sure about, didn’t expect, or don’t want, they’re likely to look at it.

Sometimes people opt out at the point of data capture because they’re just not sure what you’re going to do with their data and what you might go on to send them. So, making sure this information is clear and engaging, as well as easy to find, is important. 

Here are two key things to make sure you do when creating a privacy policy and data capture statements, plus four top tips to keep you on track.

The best privacy policies are those that explain why they need people’s data and what they’re going to do with it, gently and empathetically in everyday, accessible language, so that reading it inspires confidence in the actions and intentions of your charity, as well as a feeling of connection. 

Focus on ensuring it’s written in a way that is easy to understand, avoids legalese, and that also makes people feel cared for.

As well as getting the tone right, key to a good privacy statement is making sure that two messages are particularly clear.

The first is if you’re using Legitimate Interests rather than consent – and what this means. That because they have supported you in some way, you believe they’re interested in your organisation and its positive impact on the world, and you would like to keep them up to date with other news, events, and opportunities. 

Legitimate Interests can only be used with direct mail and live phone calls, so consent must always be given for digital, and this should be clear too. The rules are different depending on the channel, so it’s important to ensure your privacy policy is tailored to the channels you’re using.

The second important message to share is that they can always, and at any point, change their minds. Let them know that if they’ve signed up to communications, they are free to opt out at any time, and if they don’t want to hear from you under the basis of Legitimate Interests, they can tell you so, and you won’t contact them again.  

These messages should also be included – more briefly but with just as much care – at the point of data capture, and with every communication. Sharing this in a way that is visible, warm and relatable is just as important for trust as what you say – and do. 

In addition, don’t forget to:                

• Add a note to the bottom of communications as a reminder to people: ‘If you have any queries about how we use your data, take a look at our privacy policy’
• Review your privacy policy at least annually; more if you’re running a lot of campaigns and trying new ways of connecting with people 
• Ensure everyone who interacts with supporters is trained so they know how to respond to questions and queries about your data use, and people’s options
• Be confident in talking about how you use data. It’s essential for communicating relevantly with people and raising vital funds for your cause – and your supporters will understand that.  

So, embrace your privacy policy, spend time on getting it right, and don’t hide it away. It's a key way of encouraging people to give, or to give more, to your charity. As such, it requires just as much thought as any other communication you put out – it really is just as important.