The Chartered Institute of Fundraising is advocating for the reintroduction of a soft opt-in clause for email marketing to charities in the UK. This amendment, originally part of the Data Protection and Digital Information Bill, would allow charities to communicate with donors as commercial organisations do with customers, widening donor engagement and correcting the current imbalance between the commercial and the fundraising sector. The blog outlines recent lobbying efforts, government discussions, and next steps for securing this vital change.