Bigger Lists, Better Consent: Navigating Email Soft Opt-In for Charities
- Josh Leigh
- Apr 10
- 1 min read
Updated: Apr 15
The biggest data change for UK charities since GDPR is here — and it's an opportunity you can't afford to miss.
In this episode, host Josh Leigh, Co-Founder of Hynt, the digital fundraising agency, is joined by a panel of expert; fundraising compliance specialist Cam St-Omer Donaldson, people and processes consultant Kirsty Mooney, and digital marketing expert Sarah Crowhurst to break down everything charities need to know about the new Email Soft Opt-In rules.
In this episode, we cover:
- What Email Soft Opt-In actually means and what's changed under the new Data Use and Access Act 2025
- Why we're still waiting on ICO guidance — and what you can do right now while you wait
- Which teams, systems, and processes across your organisation need to be involved
- Why this change is NOT retrospective — and what that means for your existing data
- How to document your decision-making to protect your charity
- The massive opportunity to grow your email and SMS audiences — and how to make the most of it
- What a strong supporter communication programme looks like once you've implemented the change
Want support implementing Email Soft Opt-In at your charity? Email hello@hynt.studio with code PODCAST20 for 20% off.
And thank you to our friends at Fundraising Everywhere for letting host a podcast takeover.
