Under GDPR, companies will only be able to contact their audience through Legitimate Interest or Consent. This is going to result in organisations losing the right to contact their audience through most channels without asking for consent. However, asking for opt in consent means you can expect to lose contact with at least half your database. Legitimate Interest offers a way to keep in contact with your audience through direct mail and phone as well as new ways to process data, but it is risky to apply this method to everyone in your database.
This Legitimate Interest Industry Report explores the research fastmap has completed on Legitimate Interest and includes forwards by the Institute of Fundraising and international law firm DWF. We have researched and surveyed various charities’ audiences to learn what type of contact people reasonably expect to receive through different channels.
Through this research, we have created unique benchmarks that help provide an evidence-based approach to post-GDPR Legitimate Interest. This can then be used to decrease the risk of complaints and ensure you are GDPR-compliant.
Our research shows that individuals within a charities’ audience have different views on what activities they consider reasonable or appropriate. By fully understanding what contact different segments of your audience reasonably expect, you can ensure that your marketing communications and data processing is completed in the most efficient and effective way possible.
This report is based around benchmarking data we have collected from charities, but we can create benchmarks for membership bodies, insurance companies, retail companies or any other type of organisation.
Get in touch with David Cole, Managing Director, fastmap on +44 (0) 20 7242 0702, david.cole@fastmap.com to learn more.
