trustee conference pm3: fundraising regulation and data protection: how can charities build strong...
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FUNDRAISING REGULATION AND DATA PROTECTION: HOW CAN CHARITIES BUILD STRONG RELATIONSHIPS WITH THEIR DONORS?
MICHAEL ADAMSON, BRITISH RED CROSSLYNN TWEEDALE, HARRIS INTERACTIVEROB GETHEN-SMITH, BLACKBAUD
7 NOVEMBER 2016
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CHARITIES’ RELATIONSHIPS WITH DONORSA VISION FOR A BETTER FUTURE
MIKE ADAMSON, CHIEF EXECUTIVE, BRITISH RED CROSS
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VISION
• Donors have meaningful control of their relationships with charities.
• Donors have informed choice over how their data is used.• Charities will be fully transparent and accountable to their donors.• Charities will handle donor information in a safe, secure and
sensitive way.• Charities will respect individuals’ preferences.
CONSENT AS THE FOUNDATION STONE
GUIDING PRINCIPLES• Recommendations that are ethical, practical and enduring.• Consent is ‘freely given, specific, informed and unambiguous’.• Charities should not exchange or share personal data without
consent.• Consent cannot be presumed to last forever, and should be
appropriately refreshed.• The period within which consent should be refreshed may vary
(intrusiveness of the channel, type of institution, etc.).• The simple act of making a donation should not be viewed by the
charity as consent to make unlimited contact for fundraising purposes.
• An extended period of silence, pre-ticked boxes or inactivity do not constitute consent.
• Charities should take full responsibility, even when using external suppliers.
WHAT WILL THIS MEAN FOR DONORS?
• Noticeable reduction in contact they haven’t agreed to (direct mail, calls).
• More clarity about why they are being contacted by a particular charity they haven’t donated to.
• Better information about how their data is used.• More opportunities to express whether they want to continue
hearing from a charity they have donated to.• Respectful use of their data by charities.• Real choice.
WHAT WILL THIS REQUIRE FROM CHARITIES AND THEIR TRUSTEES?• Willingness to develop true empathy with donors.• Willingness to commit to an approach based on developing deeper,
longer-lasting relationships with donors.• Willingness consider not only the individual impact of their
charity’s approach but also the impact on trust in the charity sector as a whole.
• Willingness to operate transparently and respond to feedback even if not in the short-term financial interest of the charity.
• Commitment to play a part in rebuilding trust in the charity sector based on a principled approach.
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IntroductionNCVO’s working group wanted to gather an independent view of the general public’s willingness to share their personal data with charities based on their experience of donating and the communications they have received from charities
HARRIS 24Harris 24 is especially for those moments when you need answers fast from the general population:
• Covering 30 countries• 1000-2000 responses achieved in less than 24 hours in the UK, US, France,
Germany, Spain and Italy
…means you can make quicker decisions, more cost effectively, and generate more impact within
your business
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Introduction
1,023 quantitative online interviews from a nationally representative sample:
• 796 amongst Donors • (those who have donated in the last 2 years)
• 227 amongst Potential Donors • (those who have not donated in the last 2 years)
Respondents were asked about their experience of donating, communications received from charities, the sharing of their personal information and permissions given for the sharing of personal data
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“The sector is needed more than ever before, yet trust is under pressure like never before.
“To rise to these challenges, it is essential that charities conduct their fundraising with integrity and respect and, critically, in ways that enable donors to have control.”
12Base: All respondents – Total (1,023); Donors (796); Potential donors (227)
36% trust
7%
34%
24%
24%
10% 3%15%
23%
30%
29%6%
30%
24%
25%
14%
41% trust 18% trust
There is a profound lack of trust in whether charities will only make contact where permission has been given
Contact with explicit consent, and impact on trust
46% would trust the charity more
49% would trust the charity more
33% would trust the charity more
Trust that most charities will only
contact them if they have given explicit consent
Total Donors Potential Donors
…charities only contacted you with
your explicit consent
64% say trust would increase
70% say trust would increase
43% say trust would increase
…charities gave control of how data is shared and used
Impact on trust if…
Personal data
“Charities should not exchange or share personal data without the consent of the donor or potential
donor.”
Circumstances in which would agree to share data
14MQ10: Under which circumstances would you agree to your data being shared? Base: All respondents – Total (1,023); Donors (796); Potential donors (227)
59%
8%
10%
12%
13%
18%
19%
Total Donors Potential Donors
54%
9%
12%
13%
15%
20%
20%
75%
4%
3%
8%
7%
10%
13%
The majority of respondents say that they would never agree to share their personal information with another charity or organisation
Made a donation and the charity gives a list of charities to select which you’d be happy to hear from
Bought a product and provider gives a list of charities to select which you’d be happy to hear from
Made a donation and the charity names the charities it would share your data and explains the reasons why
Bought a product and provider names the charities it would share your data and explains the reasons why
Made a donation and the charity indicates that it will share your data with other interested charities
Bought a product and provider indicates that it will share your data with relevant interested charities
I would never agree to sharing my personal information with another charity or organisation
Emergency appeals - example situations (no prior consent)
15Base: All respondents – Total (1,023); Donors (796); Potential donors (227)
27% 19% 17% 27% 10% 37%Total
DonorsPotential Donors
Acceptable(Top 2 Box)
Purposes of deduplication:Acceptability of sharing data between charities to remove duplicates
Previous donation to similar emergency appeal:Acceptability of being approached again for another similar emergency
40%
23%
20%
19%
19%
17%
16%
31%
6%
11% 42%
21%
32% 22% 17% 23% 6% 29%Total
DonorsPotential Donors
Acceptable(Top 2 Box)
45%
28%
22%
22%
16%
17%
15%
25%
3%
7% 32%
17%
Sharing personal data for purposes of deduplication and to fundraise for similar emergency causes without consent is also seen as unacceptable
Donating isn’t consent
“An individual’s simple act of making a donation should not be viewed by the
charity as consent to make further unlimited contact for fundraising
purposes.”
Contact after a donation is made
17MQ5: After you have made a donation, which of the following would you like the charity to do?Base: All respondents – Total (1,023); Donors (796); Potential donors (227)
46%
1%
9%
13%
42%Keep me updated with news so I understand how my donation has
been used
Contact me about further fundraising opportunities
Remind me/ask for further opportunities to give
Other
No further contact 40%
1%
11%
16%
47%
69%
2%
6%
4%
24%
There is some polarisation with regards to contact after a donation is made. A higher proportion overall do not want any further contact which is driven mainly by Potential Donors
Total Donors Potential Donors
Communication after regular donations have ceased
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Direct Debit Donors
Non-Direct Debit Donors
40%
2%
17%
26%
41%I would still want to hear from the
charity about its activities and services
I would still want to hear from the charity about other ways in which I
can help
I would still want to hear from the charity about how I can donate / how
I can start donating again
Other
I would want all communication to stop 52%
2%
11%
24%
27%
MQ13/MQ13a: Should you decide to cancel your regular direct debit donations, for example because your circumstances have changed, but you might still feel positively towards the charity, which of the following would you still wish to receive contact from the charity about?
Base: All respondents – Direct Debit Donors (250); Non Direct Debit Donors (789)
Half of Non-Direct Debit Donors would still be receptive to communication of some form after they terminate their donations, increasing to 60% amongst Direct Debit Donors
“If an existing donor cancels their regular gift,
charities should consider that
consent to receive further fundraising communications
cannot be assumed to continue indefinitely.”
Refresh of consent
“Consent cannot be presumed to last forever…the period within which
consent should be refreshed may vary according to the…channel...”
Preferred contact method amongst those agreeing to contact
20MQ6: You mentioned you were happy to be contacted by the charity following your donation, how would you prefer this to be done?Base: All respondents wanting to be contacted – see brackets
70%29%
7% 8%
51%22% 8% 8%
Email Post Telephone Text Message
45%9%20% 5%
Should a charity wish to make contact after receiving a donation (with consent), email is by far the most popular method
Email Post Telephone Text/ SMS
Less than yearly 17% 18% 22% 21%
Yearly 16% 18% 14% 15%
2 years 16% 17% 17% 17%
3 or more years 25% 25% 21% 21%
Forever 16% 13% 12% 13%
Not sure 10% 9% 14% 13%
49% 53% 53% 53%
Preferred frequency of updating preferences
Keep me updated with news so I understand how
my donation has been used
Contact me about further fundraising opportunities
Remind me/ask for further opportunities to give
Giving control
Increasing the willingness to give personal data to charities
22MQ7: Which of the following options would increase your willingness to give your data to a charity?Base: All respondents – Total (1,023); Donors (796); Potential donors (227)
31%
1%
37%
43%
48%The option to opt-out any time
The option of choosing how to be contacted
The option of choosing how often to be contacted
Other
None of the above
Total Donors Potential Donors
24%
1%
41%
48%
52%
56%
0%
21%
25%
32%
Giving the option to opt-out at any time and choosing how to be contacted increases donors willingness to share their data
64% overall say that giving control over how personal data is shared and used will increase trust
Transitional arrangements – establishing consent where none is held
23MQ14a: If the charities involved would ensure that this is the only type of situation where they would share your personal data without your
permission, how acceptable do you feel this would be to you?Base: All respondents – Total (1,023)
41%
48%
24%
24%
14%
14%
10%
7%
20%
19%
21%
21%
12%
9%
20%
23%
12%
11%
24%
26%
1 - Not at all acceptable 2 3 4 5 - Totally acceptable
49%
44%
20%
24%
Email and post are the most preferred contact channel for one-off administrative contact to establish future communication preferences
Acceptable(Top 2 Box)
Acceptability of channel for one-off administrative contact to establish communication preferences
Post
Telephone
Text message
“…individuals whose consent has not been formally secured…it is
suggested that only one letter, email or
text should be sent…”
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Rob Gethen Smith Director for Customer Engagement Blackbaud – International Markets Group
Managing Communications Consent Data
Payment Card Data (PCIDDS)Data Protection
Information Security
Digital Asset Management
EU GDPR
Gift Aid
Information Assurance
Information Asset Owner
Senior Information Risk Officer
Data CleaningData cleaning
Data Enhancement
Open Data
BIG Data
Metadata
Ontology
Records Management
Taxonomy
Controlled Vocabularies
Inter-operability
Data Integration
APIs
Data Quality
Privacy Impact Assessments
Predicative Analytics
Data Modelling
Communications Consent Data
TechSmart 2016
Customer Data Governance Framework
20 years a CIO…
Who is your chief information officer?
…helping these organisations maximise their use of data and information systems
Your Mission. Your People. One Blackbaud.
You’re small but growing.
You’re under-resourced and wearmany hats within your non-profit institution. You need simple CRM
technology that will share the workload but not break the bank.
You’re established. You’re
successful. You’re increasingly sophisticated but under pressure to
deliver a personal donor experience. You need a CRM system that supports you today and prepares you for the future.
You’re innovative. You’re complex.
You’re a leader and advancingtowards your next stage of expansion, with ambitious goals around revenue,
engagement and impact driven by best and next practices.
A customer database can help you be compliant and adopt best practice:
Basic requirements:Record consent data by channel/activity/purpose with start date and sourceRecord consent end dates, manually and automatically updated; provide full audit trailAllow you to capture consent data through each contact channel and method Surface consent data to staff and customers/supporters so it can be updated at point of contactAllow you to use consent data to accurately communicateAllow you to suppress communications using external data sets: e.g. MPS/TPS/FPS
HOWEVER: Being compliant is UP TO YOU!
Customer Data Governance Framework
• How does data help your organisation achieve its mission?Data Strategy
• Do your staff know what they need to do when capturing and handling data and why it is important?
Data Policies• Do your staff know how to actually
comply with data management policies and achieve best practice?
Data Procedures
• Do you use data to communicate with the right customers/supporters with the right message?
Data Insight
Problem/Opportunity
Vision/Goal/Benefits
Scope
Approach
Rationale
Programme of work: projects
• How does data help your organisation achieve its mission?Data Strategy
Principles, standards, governance, roles/responsibilities
Privacy Policy: − How you collect and use personal data and why. Published.
Data Protection, and Information Security Policy:− Access, retention, disposal, data sensitivity, accountability, incident management
Customer/Supporter Engagement Policy:− Who are you customers− How often do you communicate− What happens when a customer engages in multiple ways− Are some forms of support more valuable than others, eg financial vs non-financial, − Customer data ownership?− Complaint management
• Do your staff know what they need to do when capturing and handling data and why it is important?Data Policies
How to obtain and manage communications consent data
How to select data for mass communications
How to maintain data accuracy
How to manage access to sensitive data
How to train new starters
How to securely dispose of sensitive data
How to transfer sensitive data outside the organisation
…
• Do your staff know how to actually comply with data management policies and achieve best practice?Data Procedures
• Do you use data to communicate with the right customers/supporters with the right message?Data Insight
www.datadrivennonprofits.com
Director for Customer EngagementBlackbaud – International Markets Group
Rob Gethen Smith
Thank you
+44 (0) 7971 [email protected]@blackbaud.co.ukwww.fundraising.blackbaud.co.uk