The new database of known UK charity donors will be limited to just one mailing per record each month according to DBS Data, in what it claims is a first for the industry.
DBS Data has taken the step in a bid to prevent the over-mailing of donors. The company also states that all records are IoF, Data Protection Act and Privacy & Electronic Communications Regulations (PECR) compliant, and adhere to the ICO guidelines and DMA Code.
The data has been gathered from on- and offline surveys and questionnaires, where individuals have confirmed that they are charity donors and have provided their consent for their details to be shared with third parties for sales, marketing and fundraising purposes.
The database is aimed at charities for health and medical, animal, cancer and environmental causes. To create it, DBS has extracted key characteristics from its pre-existing 2.5 million charity donor file and overlaid it with its LifeBase pool of 46 million consumer records. Charities can reach donors by mail, email and Facebook, based on the types of charities the person donates to, and the value and frequency of their donations.
DBS Data managing director Adam Williams said:
“We have taken the decision to place usage limits on the data to prevent households from being bombarded with donation requests which can lead to apathy. In doing so we hope that this will help charities to stand out in their marketing communications and increase donations.”
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