x

search

search weareyeomans.co.uk

 
Digital Data

GDPR - Change is coming, it's inevitable. Progress, however, is optional!

By Andy Quickende… | News Marketing Fundraising Mailing Print | 26 March 2018

May 25th 2018 will bring about some significant changes to an individual’s rights on how their personal data is managed and how they can be marketed to.

The marketing industry has to unlock potential – we must create innovative communications in a post GDPR world – the opportunities are astonishing!

In a recent DMA survey it was revealed that:

  • 61% of consumers are happy with the amount of data they shared
  • 86% want more control over their personal data
  • 88% would like more transparency about how their data is collected and used

Trust is the most important factor to encourage data sharing – people will choose to share their data with brands they trust. If individuals trust your brand they will trust you with their data and trust that you will treat it with respect.

Personal data is going to become the fuel that makes our economy function.

Having or gaining ongoing consent is the greatest position you can hold with your data subjects.

Legitimate interest is not the “Holy Grail” or the “Buckstop position”. Organisations will need to prove that Legitimate Interest is a legal basis for communications – and that doesn’t mean just saying it is. They will need to carry out a Legitimate Interest Assessment and prove a legal basis for ongoing communications.

Data is both an asset and a liability. Good, open & honest data management is going to be paramount for your customers (supporters) to trust you with their personal details. Ensure you collect data for a purpose – but don’t make the purpose “data collection”. The purpose should be specific – if you need to collect mailing addresses to offer a free gift – do that, don’t further use it to market for other opportunities or events. Equally don’t blanket collect data that you might need one day!

Your heart and head will tell you what’s fair. It won’t be fair if “I don’t tell you what I’m doing and I don’t give you the opportunity to ask me to stop”.

The DMA code of practice states 5 key steps:

  • Put your customers first
  • Respect privacy
  • Be honest and fair
  • Be diligent with data
  • Take responsibility

For more advice on responding to GDPR, why not attend our data workshop on 24th April 2018.  Spaces are strictly limited and filling up fast so find out more here

References/Acknowledgements:

Direct Marketing Association’s Data Protection 2018 Conference

Contact Us

Comments

Add new comment

Restricted HTML

  • Allowed HTML tags: <a href hreflang> <em> <strong> <cite> <blockquote cite> <code> <ul type> <ol start type> <li> <dl> <dt> <dd> <h2 id> <h3 id> <h4 id> <h5 id> <h6 id>
  • Lines and paragraphs break automatically.
  • Web page addresses and email addresses turn into links automatically.

related posts

Christmas Advent Candles
What are you doing for Advent? Posted by Claire Fuller Date: 04 12 2018

Advent is traditionally seen as a time to wait & prepare for the birth of Jesus. How will you be choosing to mark advent & prepare for Christmas this year?

Read More
Fun picture of child with rocket booster on their back
2 good reasons to celebrate Posted by Phil Broad Date: 19 11 2018

One of the ways we strive to be the best is by continually seeking out training opportunities and qualifications so that our learned knowledge can be shared with the organisations that we work alongside and this week I'm delighted to celebrate the achievements of two members of our team.

Read More
Field of poppies
Armistice Day - We will remember them Posted by Claire Fuller Date: 07 11 2018

This week as remembrance services take place across the country during the centenary year of the first World War we're remembering the legacy that the generation of the First World War left behind and saying “Thank You” for their service and sacrifice.

Read More
Superheroes
Yeomans really is MAD and this is the reason why... Posted by Claire Fuller Date: 20 09 2018

We’ve enjoyed compiling the following infographic highlighting the impact our clients have made over a year and the part that we’ve played in helping to support, equip and encourage them in Making A Difference (MAD). How could we help you?

Read More
Not all briefs need to be pants
Not all briefs need to be pants! Posted by Claire Fuller Date: 10 09 2018

How often have you briefed a project to your team & found the end result wasn't quite what you expected? Our template for writing briefs is here to help!

Read More
Hands of child and adult holding a red heart
Should Young People be a target audience for your charity? Posted by Claire Fuller Date: 03 09 2018

Recent research has suggested that young people should be a desirable target audience for the fundraising campaigns of many charities, but how can you engage the next generation of supporters without forgetting your current, vital supporters too?

Read More
Time flies
How Time Flies! Posted by Andy Quickende… Date: 15 08 2018

It’s been nearly 3 months since GDPR finally came into UK law – how time flies! To help ensure your data is up-to-date and legal we’ve produced a helpful “Data Best Practice” information sheet that offers some handy tips and can be downloaded from our resources page.

Read More

Yeomans Press Limited, trading as Yeomans. Registered in England and Wales. Company Registration No. 5306145
Website Terms & Conditions | Room Hire Terms & Conditions | Privacy Policy | Cookies Policy
Data Protection PolicyFundraising Compliance Statement | Modern Slavery Statement