Soft Opt-In Checklist

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A checklist to make implementing the soft opt-in as painless as possible

Following our blog post “Soft opt-in is live. The opportunity is real. The risk is trust,” we’ve created a practical checklist and example wording to help teams translate the new charitable purpose soft opt-in rules into everyday practice. The checklist helps you decide when the approach is appropriate and how to implement it clearly and responsibly, with supporter expectations and data quality at the centre of every decision.

This checklist and example wording are designed to help charities use the new soft opt-in responsibly, focusing on clear expectations, good data practice, and supporter trust rather than list growth.

1. Leadership decision check

You cannot skip this.

  • Have we agreed why we are using soft opt-in?
  • Are we using it for:
    • new acquisition only?
    • specific journeys only?
  • Who owns the decision if there is a complaint?

If this section is blank, stop.

2. Eligibility rules (non-negotiable)

Clear yes/no checks.

  • Are contacts newly collected after the rule change?
  • Was the soft opt-in notice shown at the point of collection?
  • Was a clear opt-out offered at collection?
  • Is the message directly related to our charitable purposes?
  • Is this our organisation only (no partners, no third parties)?

Any “not sure” equals no send.

3. Data and systems readiness

This is where most charities fall down.

  • Can we evidence:
    • source of email address
    • date and time collected
    • wording shown at collection
  • Do we store opt-out status separately from consent?
  • Can we suppress:
    • previous opt-outs
    • complaints
    • vulnerable supporters
    • FPS where relevant

If evidence is missing, assume ineligible.

4. Content sense-check

This protects trust, not just compliance.

  • Would the recipient reasonably expect this message?
  • Does this feel like:
    • fundraising in support of the cause?
    • or a general marketing broadcast?
  • Are we mixing in:
    • trading activity?
    • shop or commercial content?

If it feels fuzzy, it probably is.

5. Operational safeguards

Small things that prevent big problems.

  • Is the unsubscribe clear and immediate?
  • Is contact preference language plain English?
  • Is someone monitoring replies and complaints?
  • Do staff know how to pause activity quickly?

6. Post-send review

This stops silent damage.

  • Unsubscribe rate vs normal
  • Complaints received
  • Supporter feedback
  • Internal confidence: “Would we do this again?”

Document the outcome.

Example Wording

This wording is designed for use at the point you collect someone’s contact details, where you intend to rely on the charitable purpose soft opt-in.

It assumes:

  • the person is expressing interest in your charitable purposes, or
  • the person is offering or providing support, and
  • you are only sending messages that further your charitable purposes.

Core Template (recommended starting point)

How we’ll use your details

We’ll use your email address to send you updates about our work and occasional fundraising messages that help support our charitable purposes.

You can opt out at any time using the link in our emails.

[Privacy notice link]

This should appear:

  • immediately next to the email or phone number field, or
  • directly underneath the submit button, and
  • in plain view, not hidden in a privacy policy.

Slightly stronger version (where expectations need to be clearer)

Use this where the interaction could otherwise feel like a one-off or service enquiry.

Keeping in touch

We’ll use your email address to keep you updated about our work and to ask for support through fundraising messages that help us deliver our charitable aims.

You can opt out at any time, and every message will include an unsubscribe link.

[Privacy notice link]

This helps manage expectation and reduces complaints later.

Version with optional consent alongside soft opt-in

If you want to offer people a choice to opt in more explicitly, without undermining soft opt-in.

Staying in touch

We’ll use your email address to send updates and fundraising messages that support our charitable work. You can opt out at any time.

☐ I’m happy to receive email updates and fundraising messages

[Privacy notice link]

Important:

  • the tick box must be optional
  • do not imply that ticking it is required to hear from you
  • do not pre-tick it

SMS-specific version

Be more explicit for text messages.

Contact by text

We may use your mobile number to send occasional text messages about our work and fundraising activities.

You can opt out at any time by replying STOP.

[Privacy notice link]

Only use this where SMS is genuinely appropriate and proportionate.

What Not to Do (Common mistakes)

Do not:

  • say “we may contact you” without saying how
  • hide this wording only in a privacy notice
  • rely on generic phrases like “marketing communications”
  • bundle third-party or partner promotion into this wording
  • use this wording for data collected before the soft opt-in came into force

If any of those apply, do not rely on soft opt-in.

Operational guidance for teams using this template

Before using any of the above, teams should confirm:

  • the notice appears at the point of collection
  • the wording used is recorded or versioned
  • the source and date of collection are stored
  • opt-out works immediately and reliably
  • messages sent genuinely further your charitable purposes

If you cannot evidence those points, assume the contact is not eligible.

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