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RNLI Becomes First Charity To Switch To Opt-In Marketing

The RNLI has become the first charity to switch to an opt-in model as it looks to puts its supporter back in control after a year in which the sector has come in for widespread criticism of its fundraising practices. The move will see the RNLI shift to a model where it only contacts individuals if they have expressly given permission for the charity to do so. That is different to the standard ‘opt-out’ system where anyone who engages with or donates to a charity is automatically added to their database.


Read the whole story at Marketing Week »

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