The big day is coming and every charity is in a different state of readiness. Some have been clarifying their approach for months, some have already taken consent to their supporters, and some are facing a looming deadline with an increasing sense of dread.
Here are three things everyone can think about.
- Making it human.
The danger when dealing with legal, data and technical issues is that the language leaks out. GDPR and consent communications can leave supporters feeling confused, worried or even bamboozled. Not good in a sector that’s already facing trust issues.
So it’s vital to explain consent in a way that makes supporters feel empowered, inspired and treated with respect. Connect it back to the cause if you can — that’s what really matters, after all. Language can make a huge difference. Design can communicate with clarity. And consider using other media such as video. We’ve done this with several clients already. Each approach is different, because each charity is different. Yours will be too.
- Communicating post-GDPR.
It’s really likely, no matter how successful your consent communications are, that some of your supporters will be out in the cold. That means considering an engagement strategy that uses ‘cold’ channels to reach ‘warm’ supporters. Again, we can help you to think about how you reach ‘lapsed’ — actually warm but unreachable — supporters and re-engage them with your cause.
- Acting now.
You might not be where you wanted to be. But there’s no time to waste. You need to prioritise your most important supporters, then work out the most effective channels and messaging to reach them and gain their consent. It can be rocket science. But it doesn’t have to be. And doing something is far better than doing nothing.
We’ve already helped several clients cut through the complexity and get the right message to the right people, using insight and proposition development and a fast turnaround creative process.
GDPR can feel like a metaphor for where the fundraising sector is at the moment — facing unprecedented pressures, a whole load of confusing options and opinions from everywhere. At GOOD we’re helping several clients negotiate the complexity and prioritise what they need to do when. Can we help you do the same? Then let’s chat.