Natallia Vintsik - Fotolia
Animal charity the Dogs Trust plans to launch a cloud-based platform to hold information on its supporters.
The platform, provided by MyLife Digital, will be implemented by Wood for Trees and will let the charity capture and manage supporter preferences.
The platform will be built to comply with the European Union (EU) General Data Protection Regulation (GDPR) as the government has confirmed that, despite plans to leave the EU, it will continue with the process of implementing the regulation coming into force in May 2018.
The charity said it is “embracing the changes” and sees the regulation as an opportunity to “built on the the trusted relationship the charity already enjoys with its supporters” and is “looking forward to more innovative ways to fundraise from the new insights the data will bring”.
Nick Daniel, marketing director at the Dogs Trust, said as the charity receives no government funding, the supporters are key to its fundraising strategy and that it won’t be able to do its work without them.
“With the impending changes to the regulatory environment, we needed to find a tool that would help us to maintain a relationship with the maximum number of supporters and that could adapt to future regulatory requirements,” he said.
“We can now provide our supporters with the ability to tailor their relationship with us and, importantly, how we may use their data going forwards with their clear consent.
“This technology should give us the transparency required by the legislators and regulators and help us increase the trust of our supporters, strengthening our relationships.”
The system will also be integrated with the charity’s existing customer relationship management (CRM) system, as well as letting supporters of the charity access their own data.