Soft Opt-In For Charities: Your Questions Answered Document

The extension of the soft opt-in to charities could unlock an estimated £290 million in additional donations each year, if the proportion of contactable donors by email rises from 20% to 50%.

This potential uplift highlights just how transformative the change introduced by the Data (Use and Access) Act 2025 could be for the charitable sector. By allowing charities to reach more supporters via email and SMS, the soft opt-in opens up significant new opportunities.

It enables organisations to build deeper, more meaningful relationships with their audiences and boost fundraising efforts, helping to advance vital causes across the UK. With this opportunity comes a clear responsibility. Charities must ensure any use of the soft opt-in is handled with care and in line with data protection laws.

While we await formal guidance from the Information Commissioner’s Office (ICO), the DMA has worked with its expert Governance Committee to create a new Soft Opt-In For Charities: Your Questions Answered document to support our members. This resource answers the most common questions we’ve received from charities and explains what the soft opt-in could mean for the sector.

This document will be reviewed and updated once the ICO publishes its final interpretation of the DUA.

Understanding what's ahead

The soft opt-in is not yet available to charities. This resource is intended to help you understand what the soft opt-in is, how it might apply in future, and how your organisation can start preparing now.

Supporting responsible use

The DMA is here to help charities get the most out of the soft opt-in extension. Our focus is on helping organisations use it in a way that complies with the legislation, respects individuals' privacy, and builds trust with supporters.

For DMA members

This is a member-only resource. If your charity is a DMA member and you need further support, our Legal Helpdesk is available to provide guidance tailored to your needs.

View Our Soft Opt-In Resource Here